Advertisement, Analyzing visual argument

| July 13, 2016

Paper , Order, or Assignment Requirements

  1. Choose ad. In choosing your ad you must be familiar with the original ad

that is being spoofed or made fun of so that you understand the joke and how

to explain it.


  1. Pay particular attention to the West Guide Chapter “Analyzing Visual Arguments” including the sample student paper at the end for an example of how to argue your paper.


  1. Use one of the Seven Introduction Strategies described on pp. 189-195 of The West Guide.

THEN: Start with a brief physical description of the ad and what we’re looking

at.(Pretend I can’t see it and am unfamiliar with the ad).


  1. Quickly get to the “thesis” of the ad. What information is being presented

and what point is the artist/advertiser trying to make? What visual elements

of the ad (and any text) are there and how do they help make the point? Who is

the intended target audience?


  1. How does the ad compare to the original?


  1. Is this a successful argument? Has the ad maker convinced you of his or her

thesis/point? Would it be convincing to its target audience?


  1. Review my checklist so that you haven’t forgotten to discuss any elements.

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