ESSAY ASSIGNMENT: DECIPHERING THE ADVERTISING CODE
In this module, you have been learning about the system of American mass/popular culture and how "texts" convey meaning within that system. You have also learned about the use of the semiotic method to read the signs embedded in these texts to uncover that meaning.
In this essay, you will choose a print advertisement or commercial (the only parameter is that you need to be able to provide a hyperlink to your chosen advertisement at the top of your essay). You should choose an ad that you think is particularly shocking, humorous, beautiful, effective, offensive, or interesting.
Your assignment is to write an essay in which you use the semiotic method to describe the advertisement and explain how it appeals/what it means to its target audience.
In writing this essay you should especially consider the following questions. (Note: Your essay does not necessarily need to answer all these questions and should not be merely a point-by-point response to them.)
1. Who is the target audience for this ad? How do you know? For this question, pay attention to where the ad appears. Is it in a women's magazine, car magazine, etc? Also look at the ages of the models in the ad.
2. What is the historical context for this product, target audience, and/or advertising strategy?
3. What is the basis for the appeal of this ad? Keep in mind the various types of appeals that we discussed in class (rebellion, status, adventure/fun, patriotic, group, fear/guilt, humor, etc). Also, remember that ads may use several forms of appeal together.
4. What "signs" or elements do the ad designers use to create this appeal? Pay attention to body language, facial expressions, environment, props, colors, and copy (the writing in the ad).
5. How do these elements convey the appeal?
6. Is the appeal/ad effective? Why?
7. Why might the audience for the ad be particularly vulnerable to this appeal? For example, why might teenagers be drawn to ads that sell status or group belonging?
Your thesis should explain how all of these "signs" or elements in the ad convey meaning to the target audience by exploiting the myths, desires, and/or ideologies instilled in them by their larger cultural systems.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.