This activity is designed to give you more
practice in critically reading and analyzing a text not generally considered
worthy of analysis. Just as people
often consider TV shows “just entertainment,” they may also consider ads as
“just trying to sell us a product.” But
we’re trying to get at what these ads “sell” besides products. For this assignment, then, you’ll want to go
beyond “The Marlboro ad shows that ‘it’s cool to smoke’ to consider how the ad
represents ‘cool’. For instance, why
does a cowboy represent “cool” (and not a librarian or an accountant, or anyone
else)? As we’ve been practicing in
class, you should be looking for the more complex ways the ad you choose may
work in reproducing and challenging a particular cultural belief.
Type responses to the following:
· What is the cultural context for this ad that you want to isolate for your analysis? That is, what particular shared cultural belief do you see it addressing?
· Who is the audience for this ad, based on the ad itself and perhaps other clues such the publication in which it appeared?
Write a 1-page analysis of your ad incorporating
what you came up with in Part 1 and anything we’ve come up with in class
discussions. Your audience is the whole
class, so not everyone will automatically know the ad you’re referring to;
you’ll need to vividly
describe it and explain your responses to the following questions. How does the
ad reinforce and challenge this particular cultural belief you identified in
Part 1? Also, what specific cultural
message (or related messages) does it suggest in regard to that belief? Point to specific images and words, etc. to
help illustrate your analysis. Remember
to use enough detail because someone will have to respond to your analysis.