Paper #2

Eng 101 Paper #2 Ad Analysis (50 points)

2-3 pages, double-spaced, stapled.

Outline and Thesis Statement Due: Thu Apr 29
In-class presentation Due: Tues May 3
Final Draft Due: Thu May 5 (You must include your outline. 1st draft recommended, but not required)

In 5 paragraphs, analyze a full-page print advertisement. Use the checklist on page 115 to start the brainstorming process.

Although advertisments appear to sell a concrete product, they actually sell an abstract emotion. Identify what product the ad is selling. Then identify what the ad is "really selling" (fear, humor, sex, adventure, guilt, feeling of intelligence, etc.) Identify and describe 3 tactics the advertisers used to sell the product. Examples might include: types of images, composition of images, use of text, presentation of text, potential double meanings, allusions, use of celebrity, optical illusions etc. Please include a copy of the ad with your paper and outline.

Use the following outline format:

I. Introduction
A. Describe the ad, what it looks like generally and what product it is selling.
B. Thesis: Although the ad may be selling a specific product, what emotion is the ad really selling? What three tactics does the ad use to sell this condition?

II. Subtopic 1
A. Topic sentence: what is the first tactic the advertisers use?
B. Describe the tactic
C. Explain how the tactic sells the product. (emotion)
D. Suggest a connection to the next subtopic

III. Subtopic 2
A. Topic sentence: what is the second tactic the advertisers use?
B. Describe the tactic
C. Explain how the tactic sells the product. (emotion)
D. Suggest a connection to the next subtopic

VI. Subtopic 3
A. Topic sentence: what is the third tactic the advertisers use?
B. Describe the tactic
C. Explain how the tactic sells the product. (emotion)

V. Conclusion
A. How do these tactics work together to sell both the product and the condition?

50 Points
5 - In-Class Presentation
5 - Essay structure
10 - Thesis statement (topic=1 point, argument=3 points, subtopics=3 points, sentence structure=3 points)
15 - Paragraph structure (topic sentence: 1 point/each, description=3 points/each, explanation/analysis=1 point/each)
10 - Sentence structure
5 - Basic grammar