2-3 pages double spaced
For this assignment, I want you to try your own hand at “reading” an advertisement: a photo, a commercial, a product design, or any other text that sells a particular commercial or consumer brand, or even celebrity identity. The key, as I mentioned in the lecture, is that it makes you want or need something; something only the product can provide.
Once you’ve chosen your advertisement, make a specific, argumentative claim regarding what and how it sells a particular identity/way of thinking/value/level of success. It may help you as you write to consider some (though you are in no way obligated to answer all) of the following questions:
- Very briefly describe the advertisement: what is pictured? Who is pictured? How is it laid out? This description should take up no more than 1/3 to ½ of a page of your paper.
- What ideals is the image targeting? Are there any particular “tells” – clothing, posture, body language, etcetera – that that help sell this product in a certain way?
- If there is a person in the photo, particularly if the person is a celebrity: why have they been chosen? How does their “brand” or image fit in with the product being sold?
- Consider the problematic or limiting aspects of this ideal: who or what is not pictured? Is the advertisement objectifying to a group of people, or selling a specific image of beauty/happiness/sexuality?
- What does it say about our society and our shared values? What assumptions is the advertisement making that we need to be aware of?
- Consider the brand being advertised: how does this particular advertisement tie into their image, identity, or ideal customer base?
- Finally: is it an effective advertisement? That is to say – does this celebrity endorsement “make sense?” Does it feel natural? Is it effective at selling its wares?
In writing this short essay, I ask that you take care to make your language as clear and concise as possible. I don’t want this paper to simply be about describing your chosen artifact; rather, I want this to be a paper in which you focus very clearly on the ethos behind a particular public figure (human or corporate)’s brand and public image. Choose a single aspect of your image about which to form an argument. Pay attention to the structure of your paper, being careful to organize your argument around a single complex claim, backed up by minor claims.
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