Advanced Comp: Project 5

Purpose: Your goal in this assignment is to analyze an advertisement and describe how it works as an argument -- then alter the ad to satirize those argument techniques by changing the product that the ad is trying to sell. Examples include taking an ad for the Apple Computers and turning it into this, and taking an ad for safe driving and turning it into this.

To build the analysis you will use the material in your reading and in the homework links to learn how arguments are crafted and how to read them critically and rhetorically, and you'll apply these questions to your ad. Because advertisers spend huge amounts of money analyzing their audiences and refining their rhetorical techniques, it's good to study their work as you attempt to become a better persuader. In fact, Hugh Rank says: "Analyzing ads is the easiest way to learn about all persuasion techniques."

Audience: Again, the audience for this project is this class. The most relevant characteristics of this audience seem to be: we're adults, we have read the same things about rhetoric in general that you have (so that you don't have to define terms like ethos), but we haven't examined the ad you're talking about closely. We're a group that includes both genders.

Format: Approximately 750 words (3 typed pages). Your work should be proofread carefully before you turn in the final draft.

Grading Criteria: Your grade will be based on the same rubric as before, the criteria for the Comp Co-op. Note that MOST of your grade will be based on the content of your argument about the ad. Specifically, I will pay attention to how:

* Your analysis picks out the main persuasive techniques of the ad.

* The changes you make to the ad make a genuine difference to the ad's message, in a way that you carefully describe.
* The thesis is supported with particulars (or evidence) from the ad.
* The warrant of the argument is tied to the critical thinking and rhetoric material we have covered in class.
* The paper is organized -- it should be done in a way that makes it easy for a reader to move through the paper from beginning to end.

MATERIALS AND METHOD

You'll need a collection of ads that strike you as problematic in some way; several 8.5 x 11 sheets of white paper or cardboard to use as a base; glue stick; scissors.

You'll want to make a photocopy of your ad BEFORE you start changing it.

You MUST change the text of the ad so that it refers to something else other than the original advertised product. You should also change at least some of the visual aspects of your ad so that it fits into the new product being sold.

You will NOT be graded on the basis of how visually accomplished your new ad is, but on the basis of your changes making us think in a new way about the original ad.

SCHEDULE

4/2 Intro to rhetoric. Jonbenet Ramsey ransom note. Ethos and Advertising. HOMEWORK: Bring in 2-3 ads for Wednesday's class that you think will work well for this assignment. Print off a copy for yourself of the ad questions and familiarize yourself with them.

4/4 Evinrude ad. HTC ad. Begin analysis of your ad. Read Hirschberg. Make your final selection of which ad you're going to use, and use the ad questions above to brainstorm some points you would make about the ad. Have that brainstormed list ready to turn in Monday, and make a copy of your ad to turn in with it.

4/9 Quiz on Hirschberg. Brainstorming practice for comp co-op. Niche marketing and politics. HOMEWORK: Read this web page and this discussion thread on reddit. Write an informal couple of paragraphs summarizing and commenting on what you think of as the most interesting points in the discussion. (One resource for helping you think about what those points might be is the group reading activity we did with Gilligan's work. You don't need to go through and write out full answers to each of the questions (for the first one, for instance, note that various people are expressing a lot of different points of view in the thread), but think about the questions and jot down notes as a way of solidifying your own ideas.

4/11 Quiz on Reddit material. Work period. HOMEWORK: Read this infographic; read Danesi.

4/16 MEET IN WELCH HALL 155. Begin research process for Project 6. Quiz on reading. Work period. HOMEWORK: Complete your draft for Wednesday and bring in two copies of it.

4/18 MEET IN WELCH HALL 155. Workshop. Continue research for project 6. HOMEWORK: Read Comp Co-op materials. Grade the three sample comp co-ops, using the Scoring Rubric for the Comp Co-op. Justify your score, in writing, and bring that in on Monday.

4/23 Project 5 due. Discussion of Comp Co-op materials.

	Advanced Composition
	Project 5: Ad Revision
	Purpose: Your goal in this assignment is to analyze an advertisement and describe how it works as an argument -- then alter the ad to satirize those argument techniques by changing the product that the ad is trying to sell. Examples include taking an ad for the Apple Computers and turning it into this, and taking an ad for safe driving and turning it into this. To build the analysis you will use the material in your reading and in the homework links to learn how arguments are crafted and how to read them critically and rhetorically, and you'll apply these questions to your ad. Because advertisers spend huge amounts of money analyzing their audiences and refining their rhetorical techniques, it's good to study their work as you attempt to become a better persuader. In fact, Hugh Rank says: "Analyzing ads is the easiest way to learn about all persuasion techniques." Audience: Again, the audience for this project is this class. The most relevant characteristics of this audience seem to be: we're adults, we have read the same things about rhetoric in general that you have (so that you don't have to define terms like ethos), but we haven't examined the ad you're talking about closely. We're a group that includes both genders. Format: Approximately 750 words (3 typed pages). Your work should be proofread carefully before you turn in the final draft. Grading Criteria: Your grade will be based on the same rubric as before, the criteria for the Comp Co-op. Note that MOST of your grade will be based on the content of your argument about the ad. Specifically, I will pay attention to how: * Your analysis picks out the main persuasive techniques of the ad. * The changes you make to the ad make a genuine difference to the ad's message, in a way that you carefully describe. * The thesis is supported with particulars (or evidence) from the ad. * The warrant of the argument is tied to the critical thinking and rhetoric material we have covered in class. * The paper is organized -- it should be done in a way that makes it easy for a reader to move through the paper from beginning to end. MATERIALS AND METHOD You'll need a collection of ads that strike you as problematic in some way; several 8.5 x 11 sheets of white paper or cardboard to use as a base; glue stick; scissors. You'll want to make a photocopy of your ad BEFORE you start changing it. You MUST change the text of the ad so that it refers to something else other than the original advertised product. You should also change at least some of the visual aspects of your ad so that it fits into the new product being sold. You will NOT be graded on the basis of how visually accomplished your new ad is, but on the basis of your changes making us think in a new way about the original ad. SCHEDULE 4/2 Intro to rhetoric. Jonbenet Ramsey ransom note. Ethos and Advertising. HOMEWORK: Bring in 2-3 ads for Wednesday's class that you think will work well for this assignment. Print off a copy for yourself of the ad questions and familiarize yourself with them. 4/4 Evinrude ad. HTC ad. Begin analysis of your ad. Read Hirschberg. Make your final selection of which ad you're going to use, and use the ad questions above to brainstorm some points you would make about the ad. Have that brainstormed list ready to turn in Monday, and make a copy of your ad to turn in with it. 4/9 Quiz on Hirschberg. Brainstorming practice for comp co-op. Niche marketing and politics. HOMEWORK: Read this web page and this discussion thread on reddit. Write an informal couple of paragraphs summarizing and commenting on what you think of as the most interesting points in the discussion. (One resource for helping you think about what those points might be is the group reading activity we did with Gilligan's work. You don't need to go through and write out full answers to each of the questions (for the first one, for instance, note that various people are expressing a lot of different points of view in the thread), but think about the questions and jot down notes as a way of solidifying your own ideas. 4/11 Quiz on Reddit material. Work period. HOMEWORK: Read this infographic; read Danesi. 4/16 MEET IN WELCH HALL 155. Begin research process for Project 6. Quiz on reading. Work period. HOMEWORK: Complete your draft for Wednesday and bring in two copies of it. 4/18 MEET IN WELCH HALL 155. Workshop. Continue research for project 6. HOMEWORK: Read Comp Co-op materials. Grade the three sample comp co-ops, using the Scoring Rubric for the Comp Co-op. Justify your score, in writing, and bring that in on Monday. 4/23 Project 5 due. Discussion of Comp Co-op materials.