The Norton Field Guide to Writing, 3rd ed. says: We read critically “to understa

The Norton Field Guide to Writing, 3rd ed. says:
We read critically “to understand not only what texts say but also how they say it and how they try to persuade or influence us.” An analysis “closely examines a text both for what it says and for how it does so, with the goal of demonstrating for readers how – and how well – the text achieves its effects” (52).
The Writer’s Practice says:
“… writing is communication. In this case, we’re using the vehicle of the conversation as a way to convey meaning to our interested listening (or reading, in this case) audience. The goal in these conversations is to leave the audience smarter and better informed” (67).
In an analysis, a writer closely examines a text, systematically breaking down and considering the components, as well as the context in which it was constructed, to understand how the text makes meaning.
In this assignment, students will analyze the rhetoric employed in any one advertisement of their choice which relies upon a fairy tale theme or motif to make meaning.
Essays will argue not about WHAT the advertisement is arguing but about HOW it is making that argument.
Students may choose either a still or video commercial. Links to a few examples of both fairy tales and ads using fairy-tale motifs are provided within the class Blackboard site folder for this unit. You may choose one of these given examples or find a different one on your own.
Possible websites to find other commercials are YouTube.com, RetroJunk.com, VintagePaperAds.com, AdsOfTheWorld.com, etc.
Purpose: To write an essay that conveys and supports an original claim about HOW the parts of an advertisement work together to make meaning; to integrate summary, description and analysis
Audience: An academic audience who may or may not be familiar with the artifact but is interested in understanding the writer’s claim and reasoning
Learning Objective: To closely examine a text; to move past obvious understandings; to think critically about how the component parts operate; to organize those thoughts in support of one claim
Process: Good writing requires clear understanding of the assignment, consideration of several topics, multiple drafts, significant revision, and careful editing
Due Date: 10/1/2021 by the start of class to BlackBoard
Format: Minimum 1100 words. All essays must be double-spaced and typed in size 12 Times New Roman font with 1 inch margins. Include your name, class and section numbers, my name, and the date in the upper left hand corner. Put your last name and page numbers in the header in the upper right hand corner. Don’t forget a title. Include a word count at the end of your essay. Cite advertisement according to MLA citation style (see OWL website).
Assessment: 20% of final grade; see the rubric for specific assessment guidelines

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