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Ad Analysis Essay Development (Descriptive Paragraph (One Paragraph)…
Ad Analysis Essay Development
Introduction (One Paragraph)
Introduce both “Advertising’s Fifteen Basic Appeals” by Jib Fowles and the ad. ☑️
Summarize in no more than a few sentences Fowles’ article to give your readers a quick overview of what you are doing. ☑️
Help your readers understand why you are using particular sources and how they relate to your analysis. ☑️
Introduce the ad you are analyzing by identifying and explaining briefly what the ad is for, what magazine (title and date of publication) the ad was published in, and who the target audience is for the ad and magazine. ☑️
Thesis ☑️
A quote, paraphrase, or summary that shows how emotional appeals work in general. ☑️
Conclusion (One Paragraph)
Evaluates how effective the ad is at selling the product to its targeted audience. ☑️
Why or why not does it work? ☑️
Emotional Appeal Paragraphs (Two or Three appeals w/ two or three paragraphs)
Describe and quote portions of the ad. ☑️
Should have at least two paragraphs that analyze at least one emotional appeal in each paragraph using “Advertising’s Fifteen Basic Appeals” by Jib Fowles. ☑️
Each of the emotional appeal paragraph will include Fowles’ description or definition of the specific appeal(s) you are developing in each paragraph. ☑️
Systematically apply “Advertising’s Fifteen Basic Appeals” by Jib Fowles as your tool or lens to analyze the ad you selected. ☑️
Support your claim with textual evidence by quoting directly from the advertisement’s copy and describing the ad with concrete details so readers can imagine what is going on in the ad without actually seeing the ad. ☑️
Structure this section into paragraphs and criteria that make sense. ☑️
Lead with strong topic sentences that in turn support the thesis. ☑️
Descriptive Paragraph (One Paragraph)
Include a description of the image and copy in the ad before your analysis begins. ☑️
Start this paragraph with a strong topic sentence that reflects the overall sense or vibe of the ad. ☑️
Do not need to integrate a source in this paragraph, other than the ad. ☑️
Decide which details need to be included and which can be generalized. ☑️
Make sure that your readers (remember who your audience is!) are familiar with the ad you are analyzing before you actually start your analysis. ☑️
Decide how you want to structure your description: does it make sense to move from top to bottom, or does the ad have a clear focal point that should be mentioned first? ☑️
Goal is to give readers a really good idea of what the ad looks like. ☑️
Hold off on commentary and analysis in this paragraph, just objectively describe the ad. ☑️
Don’t forget to close out the paragraph with a parenthetical citation. ☑️
Audience Paragraph (One Paragraph)
Analyze the interest, lifestyle, values, or attitudes reflected in the ad and how this audience coheres or meshes with the readers of the magazine. ☑️
Must still refer to the ad here as well as the magazine cover—image and articles--and perhaps the content of the magazine. ☑️
Must also include a quote by Fowles that makes an assertion about the audience or consumers that can apply in analysis of the audience. This Fowles’ quote should not be the same quote used in introduction.