Nalysis of an Advertisement and Outline for AD Analysis

TEXTBOOK: Current Issues and Enduring Questions: A Guide to Critical Thinking and Argument, with Readings. (9TH Edition) by Sylvan Barnet and Hugo Bedau. ISBN: 978 0 312 54732 5

1. Read Ch. 4 in our textbook, Visual Rhetoric: Images as Arguments(137-173). SEE ATTACHMENT”

2. Notes on Ch. 4:

a? Images can contain the Greek appeals (ethos, logos, pathos), too–in fact, they do so very effectively.
a? Contrast the photograph of the runaway slave with the welts from the whip, and the illustration of the Benevolentslave owners caring for the sick Servantin the soft bed. Which do you believe represents history more accurately? Factoid: Around 8% of Southern families owned slaves.
a? The infamous photos of the naked little girl running from napalm, and of the execution of a Viet Cong prisoner, are painful to look at, even forty years later in black and white.
a? Heres an article about that young girl, now a grown woman, forty years after the photo was taken.
a? Why did the federal government restrict photographs of caskets returning from Afghanistan and Iraq?
a? For an outstanding movie about journalist Daniel Pearl, see A Mighty Heart,starring Angelina Jolie (she is the eponymous one, btw).
a? Will Charles Manson ever be paroled?
a? Early morning, April 4, a shot rings out in a Memphis skyyyy. Free at last, they took your life, but they could not take your pride.–U2, Pride (in the name of love),containing an homage to MLK, Jr.
a? Listen to the song here; the accompanying video, all 4:14, captivates. Click on the link and watch it. I challenge you to find a more forceful set of video images.
a? More accurately, King was assassinated at 6:01 pm, not in the early morning. Sorry, Bono.
a? Caricatures are grotesque depictions exaggerating some feature of a famous person.
a? Aint political cartoons great?
a? Visual aids–maps, graphs, tables, charts–simplify data, making data more accessible to your audience.
a? Mark Twain: Theres lies, damn lies, and statistics.Meaning, stats can be the most devious sorts of deceptions.
a? Consequently, learn to make numbers work for you. Master the graph functions on PowerPoint.
a? Judgment call: If you were an editor, would you print close-up photos of a woman falling to her death from a burning building? What if they were long shots?


1. Youve practiced writing in a safe, non-critical environment for three weeks now. Thats not about to change with the first draft of this next essay, but you will be critiqued much more closely than before.

2. Youll be writing an Analysis of an Advertisement. This is your FIRST DRAFT ONLY. Youll have another shot next week.

3. Compose in WORD.

4. Instructions:

a? First, paste a compelling advertisement (or digital photo of a billboard, etc.) onto a WORD document. Pick an image you can work with. It will be your first page.

a? Well use MLA formatting. See 188-190 for an example. Well discuss MLA vs. APA formatting in greater depth later.

a? Times New Roman font, size 12. Standard margins.

a? Proofread it. Then read it aloud for Barry White-ness.

a? On the second page youll have a heading looking like this:
Hayworth 1

Rita Hayworth

Mr. Davis

English 100


Your Original Title Here

a? Easy way to insert a Header using WORD: Insert > Page Numbers > Top of Page > Plain Number 3. Then, when Header is open, type your last name beside the page number. Close the Header. Your name will show up beside all the page numbers. Sweet!

a? Organizing your analysis? You bet. An outline is mandatory (see below).

a? Intro (5-8 sentences): Open with an attention getter. Then describe the ad and state its target audience. End with a Thesis Sentence stating what your essay will do.

a? Body (3 paragraphs): Each paragraph should analyze a different aspect of the ad. Order your observations so that the paragraphs are coherent. Think about use of color, camera angle, the text, the subject, how/where its portrayed, what makes it attractive, and so on. Make sure transitions connect your paragraphs fluidly.

a? Conclusion (6-8 sentences): Now, discuss how youd improve the ad! Suggest alternatives, such as new demographics who might be excluded from the current ad, a new slogan, new design, and so on.

1) Analysis of an Advertisement.
2) Outline for AD Analysis.