american diversity and design

Project  1  –  Cri-cal  Analysis  of  Paid  Media    

Statement  Due:  02.11.16  at  3:30  p.m.  

Due:  02.23.16  at  3:30  p.m.    

In  the  absence  of  tradi0onal  authority,     adver0sing  has  become  a  kind  of  social  guide.    

It  depicts  us  in  all  the  myriad  situa0ons  possible  to  a  life  of  free  choice.     It  provides  ideas  about  style,  morality,  behavior."    

 -­‐Ronald  Berman      

h=p://aplus.com/a/women-­‐not-­‐objects-­‐sexism-­‐adver0sing? c=7412&tse_id=INF_6b650750f3844e1ea005296f4e9b3074&utm_content=bufferd0fd3& utm_medium=social&utm_source=facebook.com&utm_campaign=buffer    

Objec-ves     •  To  refine  skills  in  cri0cal  analysis   •  To  conduct  a  ‘close  reading’  of  an  

aspect  of  both  historical  and   contemporary  adver0sing  

•  To  understand  the  purpose,   intended  audience,  and   persuasive  techniques  of   adver0sing  

•  To  uncover  social  messages  that   have  been  designed  into   adver0sing  

•  To  understand  what  adver0sing   reveals  or  conceals  about  a   specific  culture  and  0me  

•  To  uncover  the  diversity  issues   inherent  in  adver0sing  

Assignment     Write  a  cri-cal  analysis  on  ways  that  a  specific  type  of  adver-sing  has   affected  one  of  the  diversity  groups  and/or  issues  that  will  be  addressed  in   this  course.     OR     Write  a  cri-cal  analysis  on  ways  that  one  of  the  diversity  groups  and/or   issues  that  will  be  addressed  in  this  course  has  affected  a  specific  type  of   adver-sing.            

Specific  Types  of  Adver-sing   (Examples)  

Diversity  Groups/Issues    

•  Poli0cal  adver0sements   •  Public  service  or  advocacy  campaigns   •  Financial  service  adver0sements   •  Automobile  adver0sements   •  Toy  adver0sements   •  Skin  care/cosme0cs  adver0sements   •  Fashion  adver0sements     •  Food  adver0sements   •  Video  game  adver0sements   •  Product  placement  in  films,  videos,  games,  

etc.   •  Sports  branding/mascots   •  Guerilla  adver0sing   •  Targeted  adver0sing  (amazon,  google,  etc.)   •  Other  

•  Race:  Hispanic,  La7no,  or  Spanish  origin;   White;  Black  or  African  American;  American   Indian  or  Alaska  Na7ve;  Asian  or  Asian   American;  Pacific  Islander;  etc.  

•  Ethnicity:  Irish,  Guatemalan,  Swiss,   Japanese,  Chinese,  Kenyan,  Cuban,  etc.  

•  Gender  Iden0ty:  Male,  Female,  LGBTQ,  etc.   •  Socio-­‐Economic  Class:  Upper,  Middle,  Lower     •  Age:  Children,  Teens,  Gen  Y,  Gen  X,  Boomers,  

Older  Americans   •  Physical  Abili0es:  Uses  a  mobility  device,  

Deaf,  Blind,  Star  athle0sism,  Extreme  height,   Extreme  weight,  etc.  

•  Cogni0ve/Psychological  Abili0es:  ADHD,   Dyslexia,  Bi-­‐polar  disorder,  Depression,  High   intelligence,  Photographic  memory,  etc.  

•  Religion:  Buddhism,  Islam,  Chris7anity,   Hinduism,  etc.  

Specific  Types  of  Adver-sing   (Examples  

Diversity  Groups/Issues    

•  Poli-cal  adver-sements   •  Public  service  or  advocacy  campaigns   •  Financial  service  adver0sements   •  Automobile  adver0sements   •  Toy  adver0sements   •  Skin  care/cosme0cs  adver0sements   •  Fashion  adver0sements     •  Food  adver0sements   •  Video  game  adver0sements   •  Product  placement  in  films,  videos,  games,  

etc.   •  Sports  branding/mascots   •  Guerilla  adver0sing   •  Targeted  adver0sing  (amazon,  google,  etc.)   •  Other  

•  Race:  Hispanic,  La+no,  or  Spanish  origin;   White;  Black  or  African  American;  American   Indian  or  Alaska  Na7ve;  Asian  or  Asian   American;  Pacific  Islander;  etc.  

•  Ethnicity:  Irish,  Guatemalan,  Swiss,   Japanese,  Chinese,  Kenyan,  Cuban,  etc.  

•  Gender  Iden0ty:  Male,  Female,  LGBTQ,  etc.   •  Socio-­‐Economic  Class:  Upper,  Middle,  Lower     •  Age:  Children,  Teens,  Gen  Y,  Gen  X,  Boomers,  

Older  Americans   •  Physical  Abili0es:  Uses  a  mobility  device,  

Deaf,  Blind,  Star  athle0sism,  Extreme  height,   Extreme  weight,  etc.  

•  Cogni0ve/Psychological  Abili0es:  ADHD,   Dyslexia,  Bi-­‐polar  disorder,  Depression,  High   intelligence,  Photographic  memory,  etc.  

•  Religion:  Buddhism,  Islam,  Chris7anity,   Hinduism,  etc.  

Specific  Types  of  Adver-sing   Diversity  Groups/Issues    

•  Poli-cal  adver-sements  

•  Race:  Hispanic,  La+no,  or  Spanish  origin;  

Possible  beginning  statements:    

The  growing  U.S.  Hispanic  or  La0no  popula0on  has  caused   drama0c  change  in  both  the  form  and  content  of  presiden0al   poli0cal  adver0sing.  

OR  

Given  that  Hispanics  or  La0no  make  up  17.6%  of  the  U.S.   popula0on,  some  presiden0al  poli0cal  adver0sements  targeted   towards  this  growing  popula0on  have  been  surprisingly  bigoted.      

h=ps://www.youtube.com/watch?v=YmCDaXeDRI4    

h=p://www.livingroomcandidate.org/commercials/1960    

h=ps://www.youtube.com/watch?v=qa3edsMzHkA  

Clarity   Can  you  elaborate  further?   Can  you  give  an  example?  

Accuracy   How  can  you  verify  this?  

Precision   Can  you  be  more  specific?   Can  you  provide  more  details?  

Relevance   How  does  what  you  say  relate  to  the  issue?   Why  is  it  relevant  to  the  issue?  

Depth   What  factors  make  this  a  difficult  issue  or  problem?   What  are  some  of  the  complexi0es  of  this  issue  or  ques0on?  

Breadth   Do  you  need  to  look  at  this  from  another  perspec0ve?   Do  you  need  to  consider  other  points  of  view?  

Logic   Does  this  make  sense  as  an  argument?   Does  what  you  say  follow  from  the  evidence?  

Significance   What  is  the  significance  of  this  issue?   What  are  the  larger  implica0ons  of  this  issue  or  ques0on?  

Fairness   Do  you  have  any  vested  interest  in  this  issue?  

+  one  more  .  .  .         Historical   Context  

How  does  historical  context  affect  the  issue?   How  does  historical  context  change  or   provide  more  insight  into  the  issue?        

The  assignment  and  other  helpful  documents  can  be  found  at   UB  Learns>Assignments>Project  Assignments>Project  1  of  4,   Spring  2016  –  Media  Analysis.      

Requirements     (In  order  to  be  eligible  for  a  grade  of  B  or  higher,  the  following  requirements  must  be   met.)         •  Underline  the  primary  statement  in  both  the  drat  and  final  paper   •  Length:  Approximately  1500  words       •  Font:  Times  Roman  –  12  pt.   •  Spacing:  1.5  line  spacing     •  Margins:  1”  on  all  sides   •  Sources:  Must  be  listed  as  footnotes.    (Must  use  the  Chicago  Manual  of  Style  

humani0es  format  for  footnotes  (N).  See   h=p://www.library.csi.cuny.edu/dept/history/lavender/footnote.html    or   h=p://www.cita0onmachine.net/chicago/cite-­‐a-­‐website/create  or  use  Endnote/ free  at  UB:  h=p://library.buffalo.edu/help/endnote/  )  

•  Include  copies  as  well  as  links  of  all  visuals  with  your  assignment.  (If  you  are  using   video,  include  relevant  s0lls  and  the  link.)  

•  Your  name  and  person  number  must  be  in  the  upper  let  corner  of  the  first  page.   •  Submit  a  primary  statement  for  the  assignment  on  February  11  ,  and  a  final  hard  

copy  of  the  assignment  at  the  beginning  of  class  on  February  23.      

Evalua-on    

You  will  be  evaluated  on:   •  The  clarity  of  the  thesis  statement   •  The  relevance  of  your  elabora0on  and  examples   •  The  inclusion  of  relevant  historical  and  contextual  informa0on   •  The  logic  and  specificity  of  your  argument     •  The  depth/breadth  of  the  discussion     •  The  accuracy  of  the  facts  used  to  support  the  argument   •  The  considera0on  of  other  points  of  view   •  The  quality  of  the  discussion  on  larger  implica0ons  of  the  issue   •  The  quality  of  your  research   •  The  extent  to  which  the  paper  relates  a  diversity  issue  to  a  design  issue