On Advertisement and PR Deconstruction
This assignment demonstrates the following outcomes:
1). Students will be able to offer informed interpretations of texts and cultural products or practices of an Ad or PR piece within their contexts.
2). Students will be able to demonstrate an integrative knowledge of Advertisement and PR.
3). Students will be able to evaluate the effectiveness of a PR and Advertisement message, in the light of the intended audience and other complex settings. They will also show habits of critical thinking and aesthetic appreciation.
Pick an advertisement and “deconstruct” it, exploring the text, context, subtext, objectives, and appeals of that specific TV or online ad.
How to approach this Essay Assignment
STEP 1. SELECT an advertisement. I recommend a short piece if it is a video or an online (magazine-page or poster-style) ad.
STEP 2. VIEW and Re-view: view your ad multiple times.
STEP 3: THINK about it using the Five Key Questions and Concepts of Media Literacy (Links to an external site.)Links to an external site.. Also, consult these resources: deconstructing_media_messages.pdf Download deconstructing_media_messages.pdf and The_Language_of_Persuasion.pdf. Download The_Language_of_Persuasion.pdf.
(Hint: Do not do this assignment at the last minute!) :
Ask yourself these critical questions as you analyze the ad piece:
Advanced deconstruction questions
Whose message is this? Who created or paid for it? Why?
Who is the “target audience”?What is their age, ethnicity, class, profession, interests, etc.?
What words, images, or sounds suggest this?
What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)
What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)
What kind of lifestyle is presented? Is it glamorized? How?
What values are expressed and points of view are represented in, or omitted from, this message??
What “tools of persuasion” are used?
What positive messages are presented? What negative messages are presented?
What groups of people does this message empower? What groups does it disempower? How does this serve the media maker’s interests?
What part of the story is not being told? How and where could you get more information about the untold stories?” (New Mexico Media Literacy Project, 2007).
STEP 4: WRITE answers to these ten advanced deconstruction questions. The body of your essay, beginning from the Abstract page to a conclusion, shouldn’t exceed six pages. With the title page and references, it should not be more than eight pages, excluding index (if one has it). Be sure to include a link to the ad or a scanned copy if it’s in print, so your teacher can see it while grading your paper.
Note about Citations and References: To find the author, you will need to do some research. Make sure to do citations and references using APA style, even if it’s just a website for the company named in the ad. Be sure to include at least three peer-reviewed or academic articles or books as supporting sources to make your case/analysis.
I wish you the best of discoveries.
Sample student paper with APA 7th edition reference style
student-annotated APA 7th Edition Sample Paper.pdfDownload student-annotated APA 7th Edition Sample Paper.pdf
Two samples of students’ Assignment 3 papers
Student Assignment 3 Sample Paper 2.pdfDownload Student Assignment 3 Sample Paper 2.pdf
Another sample Assignment 3.pdfDownload Another sample Assignment 3.pdf