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Choose an advertisement on television, on the radio, on the Internet, or in print.
Describe, deconstruct, and analyze the advertisement by answering the following items:
Where did you find the advertisement ?
Briefly describe the scenario depicted in the advertisement.
What product is advertised?
Who is the audience for this advertisement? How do you know this?
Identify the main claim in the advertisement.
Is the claim credible? Why or why not? Use class terminology to explain.
What might make the claim more credible? What might make it less credible?
How does the author use rhetorical strategies to sell this product to its audience?
Does the advertisement reveal any cognitive biases? Which ones and how?
Your analysis must be at least 400 words in length and follow APA Style formatting and citation guidelines as appropriate.
Three suggestions:
1. Be specific when identifying the claim. Try to phrase it as a sentence like “ATT has the best 5G coverage” or “Whoppers are a great meal and a great value”. Some ads never express the main claim directly…you have to figure out the unspoken claim about the product or company.
2. Remember, when assessing credibility, there’s the credibility of the claim (how well it fits with background knowledge) and then credibility of the source (interest and expertise). If you do research to evaluate either of those (not a bad idea) then you need to cite and reference according to APA.
3. Spend lots of your time evaluating how the ad tries to appeal to Caveman Brain. Rhetoric often ties back into the basic patterns that bias our thinking, so reference chapter 1 when it applies.
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