~~ Essay #2 Assignment Sheet ~~
ANALYZING THE LANGUAGE OF ADVERTISING

ESSAY #2
English Composition I
Summer 2002
S. Tartar Esch

Due: Monday, May 20, 2002

Objectives: (1) to practice analysis, one common aim of objective writing, using a variety of rhetorical strategies discussed in class, possibly including description, illustration, comparison/contrast, cause/effect, classification, and definition; (2) to practice writing in an objective 3rd person point of view so that the reader's attention stays focused on the subject matter and not the writer; (3) to practice careful revision and editing, especially with regard to topics covered in class (pronoun agreement, sentence fragments, comma splices, and so on).

Directions: Based on our class readings and discussion, as well as your own extensive experience, write an essay that analyzes one or more advertisements, focusing on at least one of the following points. Analyze whether or not and in what ways the ad--

• Uses "weasel words" as defined by William Lutz in Exploring Language
• Uses an obnoxious, "in-your-face," or smug tone to get attention
• Uses language in an "edited and purposeful way" as explained by Charles O'Neill in Exploring Language (For example, uses language that is rich and arresting-using ploys like sex, humor, fantasy, surrealism, or fear to capture the public's attention
• Magnifies or exaggerates the importance of material things, encouraging shallowness, insecurity, or vanity
• Encourages unhealthy habits (such as extreme dieting, or overeating)
• Perpetuates racial, ethnic, class, or gender stereotypes
• Defines beauty (either masculine or feminine)
• Makes a targeted appeal in some arresting way to a particular age group (children, your generation, the elderly, etc.)
  

For your consideration:
You can write an effective analysis of a single advertisement if you've picked one that is graphically and textually complex enough to merit close attention. Many television ads are rich enough to support analysis; full-page or multi-page magazine spreads are also worth a look.

If you are using several ads, find the meaningful thread that will weave them together smoothly in an essay. Are they all humorous? All seductive? Do they each appeal to your generation? Are they all attempting to define beauty in some way? Do they each use euphemistic language? Do they all perpetuate a stereotype? Find the common ground among the group you've chosen. You'll need to articulate it in a thesis sentence.

The purpose of your analysis is to "really see" the ad in a way you might not have if you hadn't been looking extremely closely, breaking it down to its component parts-the way it uses language, the kinds of images it employs, the way in which the language and the images interact with one another, and the way in which the general layout of the ad reinforces its message. You are using what you've learned from your reading and from class discussion to try to unmask the devious ways in which advertisements manipulate viewers.

You may wish to quote from the readings in your text. These would be welcome, provided they didn't overwhelm the paper. If you use quotations, remember to use quotation marks, to introduce the quote by naming the author, and to explain how the quote relates to your discussion.

Reminders and Notes on Evaluation are the same as for ESSAY #1.