For this short paper, select 2-3 ads or commercials with a common theme. I suggest you choose closely related ads. These can be print ads (still images) or commercials (moving images). Feel free to include both still and moving images in your selection.

You might select ads or commercials from the same advertising campaign ( Always’ “#likeagirl,” Nike’s “Find Your Greatness,” or “Dream Crazy,” Dove “Real Beauty”), or ads/commercials from the same company made in a similar time span (Ax, Old Spice, Chevy, Doritos, Pantene) or you can select ads/commercials selling a similar product made in a similar time span (hair products from the 70s, vacuums from the 50s, perfume from the 90s). Keep track of each ad/commercial you choose and include a link for each ad/commercial you have chosen at the end of your paper.

The point is not to compare ads/commercials but rather to examine them carefully and collect information and observations for a longer, formal essay.

1. For each ad/commercial include the name of the company and the product they are selling. If no specific product appears, make a note of this in your paper. Also include the year the ad/commercial was published/made.
2. Examine the denotative meaning: Briefly describe what you can see and hear in the ads/commercials. Are there dominant images, colors, settings, is there text on the screen? Is there background music, sound effects? What lines of dialogue stand out to you? (Think of this section as a journalistic report about the ads/commercials.)
3. Next, examine the connotative meaning: this requires you to dig deep into the meaning and connotations of the images and dialogue you have already observed. You should focus more on the connotative meaning than the denotative meaning. Are the images in the ads/commercials intended to make the viewer feel something? If so what is that feeling and how does the add seek to make the viewer feel it? What meanings are associated with the images? What are the key words in the ads/commercials? What are the connotations of these words? What feeling, experience, identity is the company trying to sell?

Reminders:

• Include links to commercials and ads at the end of your paper (you do not need to formally cite them at this moment)
• Use MLA to format the paper: 1 inch margins, 12pt Time New Roman font

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