Instruction
Pick one of the two commercials you've already analyzed (MAA#1 or MAA#2) and expand/dig deeper using concepts and theories from each of the following chapters in your book (use each of the concepts I am specifically mentioning and any concepts or theories from those chapters you feel applies that I have not mentioned):
From Chapter 2 (The Psycholyogy of Persuasion)
beliefs, values, attitudes
From Chapter 3 (Persuasion Broadly Considered) -
5 key communication principles
From Chapter 5 (Resources of Communication)
Rank's 6 components of Intensify/Downplay
From Chapter 7 (Cognitive Shorthands)
Cialdini's 7 principles
From Chapter 8 (Reasoning and Evidence)
propositions of policy, fact, value
From Chapter 12 (Analyzing Product Advertising)
Evolution of cultural frames for goods
Hyper-communication and Anti-ads
Misdirection
Language
Visuals
The following guidelines apply to this particular assignment:
1000+ (3-page minimum) words analyzing a commercial (YouTube link included) using a minimum of 15 concepts/theories from the book
1" margins, 12-pt Times New Roman font, double-spaced evenly, meaning no extra spaces between paragraphs
Essay form, not question and answer form, using paragraphs to delineate changes in your idea or thought process (standard rule is 2 to 3 paragraphs per page minimum)
Three things (your name, our class (SPC 3544), and the date) should be at the top, left-hand side of the page and should be single-spaced unlike the rest of the paper which is double-spaced
A creative and unique title for your paper (centered)
An introduction paragraph (including a thesis sentence--bolded so I recognize it) foreshadowing where your paper is taking me as well as a conclusion chapter wrapping up your analysis
Each of the concepts/theories from the book will be underlined and followed by the chapter and page number where the information you used can be found,
Ex. "the nothing is better claim" (Ch. 12, pg. 427)
It must be obvious you proof-read your paper and checked for spelling and grammatical errors
There should be a smooth flow of ideas and your inclusion of key words should show your understanding of concepts and theories
End the paper with a word count, not including the header (ex. WC#1125)