The goal of this essay is to identify and evaluate the main argument presented in a complete print (digital) advertisement. An advertisement is designed to make its viewers feel, think, believe, or act a certain way. The colors, images, words, arrangement (organization), and even its location (where the ad is displayed) may reveal the following:
It may claim something about certain groups of people or about certain practices or events. This may be positive and affirming or derogatory and stereotypical.
It may accuse something or someone of posing a risk or causing harm.
It may argue that something is beneficial.
It may assert that a particular change is needed for a particular reason.
It may pass judgment overall on society. What might that be?
Examine a complete print ad. It may be a complete digital advertisement but not a video commercial. The paper should focus on this single ad, introducing the specific company, product, or service being promoted, when and where it was published, the specific group for whom the ad was designed to appeal to, and its main argument. Avoid simplifying the main point down to the fact the ad intends to sell or promote a product. Instead, explain how the advertisement, through its design, makes its case / argument to its intended audience and whether there are any flaws or weaknesses in its argument.
Briefly describe the advertisement if you wish in the paper’s introduction.
Edit carefully for errors in grammar, spelling, and punctuation.
Write in the 3rd person point of view.
Include a works cited page listing a minimum of 3 sources, including your advertisement. The sources may be company websites, articles written on advertising, and the ad itself.
View this sample Fiat car advertisement:
English 1C Essay 1, Advertisement as Argument
See sample ad below (do not choose a Fiat drinking ad for your own paper)