WRITING ASSIGNMENT: ADVERTISING ANALYSIS ESSAY ASSIGNMENT: Write an essay in which you analyze an advertisement (magazine ad or TV commercial from the Internet). You will utilize the ten basic advertising claims/techniques in analyzing your ad, giving specific examples from the ad itself as support. You must utilize a thesis statement, and provide plenty of support the points you make. You should also use several of the strategies for making your writing more real. These include: details, concrete language, vivid verbs, analogies, and examples. Also remember to utilize transitions, and make sure your paragraphs have unity. PURPOSE: To show how an advertisement use three or more of the ten basic claims in order to persuade readers/viewers to buy the product. AUDIENCE: Peers and instructor LENGTH: Five paragraphs 750-1000 words FORMAT: MLA (Modern Language Association): font Times New Roman; font size 12; 1” margins all around; double-spaced; title; heading in upper-left corner; page numbers with last name in header; original title; etc. NOTE: Remember to say more about less: limit your topic to three or so claims/techniques. PREWRITING: Complete your choice of prewriting in the space below (list, web, outline, etc.).
ESSAY RUBRIC Criteria 4 Very Effective 3 Effective 2 Work 1 Missed It The claim I make a claim/state a thesis and explain it. I make a a thesis but don't explain it. My claim is buried, confused, and/or unclear. I don't say what my argument or claim is. Textual evidence backing your claim Textual examples show clear understanding, are explained, and back up my claims. Evidence given but connection is unclear or examples are not fully explained. Evidence is irrelevant or connection is confusing and explanation lacking. I do not cite convincing evidence in support of my claim. Organization My writing has an engaging opening, an informative middle and a satisfying conclusion. My writing has a beginning, middle and end. The parts are there, but they don’t make a reader want to keep reading. My writing is organized but sometimes gets off topic. My writing is aimless and disorganized. Voice and tone It sounds like I care about my argument. I show readers how I think and feel about it. My tone is appropriate, but my paper could have been written by anyone. I need to tell more about how I think and feel. My writing is or generic. There is either no hint of the real me in it, or it sounds like I'm a fake. My writing is too formal or too informal. It sounds like I don't like the topic of the essay. Word choice The words I use are interesting and wide-ranging. They convey my ideas clearly. I make routine word choices with only occasionally interesting word choices. The words I use are often dull or sound like I am trying too hard to impress readers. I use the same words repeatedly. Some words I use may be confusing to a reader. Sentence fluency My sentences are clear, complete, and of varying lengths. I have sentences. My sentences are sometimes awkward, and/or my essay contains and fragments. Many run-ons, fragments and awkward phrasings make my essay hard to read. Conventions I use correct grammar, spelling, and punctuation. I generally use correct conventions. I have a couple of errors I should fix. I have enough errors in my essay to distract a reader. Numerous errors make my paper hard to read.