Essay Two. In this essay you’ll . Practice the basic essay structure you learned in Essay One; Learn how to write examples that are not from personal experience; Develop examples using narration and description; Write an essay from a detailed outline . Discussion of Topic.
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See “Ethos, Logos, Pathos: Three Ways to Persuade” for a fuller explanation: http://www.calstatela.edu/faculty/jgarret/3waypers.htm
Everyone knows that advertising’s purpose is persuasion, but sometimes we don’t realize how analytically and scientifically advertisers work to figure out how to persuade. We don’t realize to what extent we’re studied like lab rats to determine how best to persuade us.
In this essay, I want you to analyze some advertising, either a single ad (print or video) or a group of related ads to determine how the ads persuade us, how they manipulate us into wanting (and buying) things that we probably don’t really need.
Click on the picture to go to the video
Transfer (fame)—we admire the Nascar drivers and want to share—even a little bit—in their world;
The bowling alley is a place that the viewer can probably relate to
Watching sports on TV
Going bowling himself
Faulty cause and effect
Use these tools and you will create high speed excitement in whatever you’re trying to fix
This exciting world of NASCAR is open to anyone, just plain folks—like that repairman—if you have the right tools
Glittering generality—”The Nascar Tools,” like that’s enough for anyone to knowWhat Techniques Did I Find in this Ad?
Transfer—this guyhas just climbed amountain and we
want to be like him,
Pay attention to the
colors in the ad—
mostly blue, which
is a color we
associate with water.
The slogan has two meanings.
No one can live without water,
but the other meaning of just
gotta have it--
“can’t live without it,”
works as well.
Look at where the
ad is set—in the
is pure and natural,
like Dasani water.
Look at the placement
of images on
the page. At the
Center, where the eye
naturally goes, is the
refreshing splash of
water in the guy’s
Faulty cause & effect—
Drink this water and
you’ll have the energy,
strength and stamina to
be like this guy.
All of Your Insecurities Wrapped Up in a Thirty Second Spot The article talks about the negative effects of advertising on women.
Women’s Bodies in Sports Ads
Very Funny Ads—some of them are a little racy
http://www.emeraldnuts.com/ --go to video
Kontraband—these are pretty tasteless
Ad Forum—you can only see a couple of ads without subscribing, but they’re good ones http://www.adforum.com/latest/index.asp?AD=6694259&TDA=VD1yKYGTRD
Classic TV ads—these are old tv ads
Ads of the World
Classic TV Commercial Jingles
Ad Access—print ads from magazines and newspapers between 1911-1955. This would be a good resource if you are interested in history and want to write on how one can determine a particular culture’s values and world views by looking at the ads produced during that time
Media and Advertising—Web English Teacher: this is a resource of web sites for teachers who want to do a media unit. Lots of interesting ads and articles, mostly print.
Yesterday’s Ads—old magazine ads
The Clio Awards—the academy award of advertising
TV Party-- there are several free pages of old TV ads including video of Most Outrageous Commercials, 60s commercials and Famous Car commercials.
Library of Congress—50 years of Coke advertising
http://memory.loc.gov/ammem/ccmphtml/colahome.htmlHere are some sites to browse—feel free to use others you find on your own
Writing the Outline
Notice thatI’m answering“how” ratherthan “why.” It’s
I want youto ask itas well inyouroutline.
When you write the
essay, you’ll describe
the relevant parts of
the ads as your examples
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version of this slide.