i.collegelevelexpectationsinenglishlanguagearts.docVIP

I. College Level Expectations in English Language Arts B. Writing Level 100 Assignments I.B2) Describing and Analyzing and Advertisement’s Argument UMass Lowell Writing Assignment Writing I Describing an Advertisement and Analyzing its Argument First Essay Assignment The Assignment: Describe an advertisement and write a semiotic analysis of the advertisement that reveals either the identity of the consumer it is constructing or the argument that it is making. Length: 4 to 5 pages (roughly 250 words per page) Due dates: Rough draft for peer review due _____ Paper due to me on _____ Specifics: Each draft should be typed. Please double space and use standard margins with a 12-point font. Do not add additional space between paragraphs. Description: An evaluation “involves making and justifying judgments.” In this case, you must first make a judgment on what argument the advertisement is conveying. Then you must describe and analyze the visual and textual components of the advertisement in order to justify your judgment. Look carefully at the semiotic analysis of the ad campaign for Energizer batteries on pp. 142-144 of your anthology. Additionally, consider the suggestions your text offers for conducting a semiotic analysis (pages 9-18). You might also think through the following questions about “visual” arguments: Where does the picture first draw your eye? How does the lighting emphasize or de-emphasize elements of the image? What is in the foreground? What is in the background? Does the image “tell a story”? If so, what is it? How is it conveyed? What dominant impression or feeling does the image give? How? What does the composition of the photograph tell you about its “meaning”? How does the setting influence your reading of the photograph? If there is color, how does the color function to draw you in or repel you? How else does color (or light and dark) work to influence your “reading”? If there is written text inclu