• You are to write an analysis of the ad or commercial I have selected. • The Ad Commercial Link: https://youtu.be/u7Oc4g_CtZc • Your subject must be an advertisement for a car, truck, or SUV, and the ad must feature natural landscapes, elements, and/or themes. • This assignment should be at least 750 words but no more than 1200 words. The organizing principle of your analysis should take the following form: • Introduction: In your introduction you should incorporate the unit theme about the use of nature in advertising, especially “the machine in the garden” metaphor we discussed in class. The juxtaposition of nature and transportation technology may appear conflicting and contradictory, yet many auto manufacturers use this combination to sell their vehicles. • Thesis: Remember that your thesis should present an argumentative stance—an assertion (a “what is” element) and a warrant (“because” element, or why the assertion is true). For example, your thesis might offer a “despite/because” warrant followed by a “this is what we get” assertion. • First body paragraph: This paragraph should offer a detailed description of the concrete elements of the ad or commercial (graphics/imagery, colors, text [if any] or voiceover [if any], etc.). • Second body paragraph: These paragraphs should analyze the ad’s tone, audience, and means of persuasion. Is the ad serious or funny? Who is the target audience of this ad, and what assumptions are made about this audience’s values, lifestyle, political leanings, consumer preferences, etc.? • Third body paragraph: In this paragraph you will continue the analysis from the previous paragraph but with more of a focus on the ad’s efficacy. What makes this ad effective or compelling? Is the ad selling a product or promoting a lifestyle? Or both? • Conclusion: This paragraph will wrap up your discussion, returning to the thesis (although not necessarily verbatim) and ending on a general note. This assignment should be double-spaced; the font should be at least 12 points. Use MLA style as your format (consult the Online Writing Lab [OWL] for pointers).
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