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Advertisement Analysis Paper: Step 5, Part A. (Analyze the imagery in your ad)
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by Claire Doyle
| 18 Questions
Note from the author:
This Formative guides the students through writing an analytical body paragraph.
1
In this Formative, you will use examples from your ad to write one of your paper's three body paragraphs. We'll walk through the steps together: just follow the instructions and ask for help when you need it. 😄

Open your ad in a separate tab first, please.
Ok, I'm ready.
I have a question.
2
Take a moment to paste the URL of your ad here, so you have it handy.
Here's the ad that Mrs. Doyle is using for her paper.
3
Which rhetorical strategy do you see most clearly in your ad? This will be the strategy you focus on analyzing in your paper.
appeal to logos (facts, reasoning, logic)
appeal to ethos (shared values, authorities, celebrities)
appeal to pathos (emotion)
I don't know. (Don't get stuck. Ask for help now.)
4
You'll need to cite your ad in several questions coming up, so take a second to open Ad Paper: Steps 1&2 in a new tab.
The parenthetical citation you need is your answer to question 7.
Enter it here, so you have it handy. You can copy and paste or retype.

Got it? Onwards!
5
Let's start with imagery. All ads use imagery, so this is a good literary device for everyone to work with.
I spot some imagery in my ad.
I don't see any yet. Help, please.
6
Brainstorm a list of the imagery you see in your ad. Don't worry about complete sentences; just get your thoughts down. Aim for 5 items on your list. You need two for your paper.

Here's Mrs. D's list for her ad:
The crowded city
How it became magically empty when the lovers saw each other (and used the iPhone)
The closeups on the lovers' faces
The rain splashing
The funny bright orange fish
The lovers playing in puddles
The soothing grey light

7
Next, write one complete sentence that connects your ad's use of imagery to the rhetorical strategy it uses (#3).

Please don't write more than one sentence; please do pay attention to your commas, periods, and capitalization.

Example: Throughout the ad, "The City" creates its appeal to pathos using striking imagery.
8
Hey, that looks like a topic sentence.
Why,yes, I believe it is.
Cool!
9
Choose one example of imagery from your brainstormed list (#6) that you would like to put in your paper.
Describe it. Remember, your reader hasn't seen your ad, so be clear. This is a piece of evidence or concrete detail.

Use one or two complete sentences. Put your parenthetical citation (from #4) at the end of your sentence before the period.
Watch your commas, periods, and capitalization, please.

Example: The image of the dense crowd magically vanishing is one of the most memorable moments in the ad (Apple).
10
Write at least two complete commentary/analysis sentences that explain...
--how the imagery supports the advertisement's rhetorical strategy
and/or
--why the imagery is important to the ad
and/or
--what the imagery suggests about the product being sold or the people that use that product
Commentary sentences are the heart of your argument, so think hard and take your time.
Also, watch your commas, periods, and capitalization, please.
Example: The vanishing crowd imagery works on two levels. First, the image of suddenly empty streets suggests the lovers' intense focus on each other -- no else exists in the world--and therefore pulls the audience into their story. We understand how they are feeling and sympathize with them. Second, the imagery implies that the iPhone 7's camera helps create and express that kind of passionate romance. On both levels, the imagery supports the appeal to pathos running through the whole ad.

You may use "we" and "our" as you write. Avoid "I" and "you."
11
This is a copying-and pasting question. You don't need to write anything new.
First, paste in your topic sentence from #7. Second, paste in your concrete detail sentence from #9. Finally, paste in your commentary sentences from #10.

Like this:

Throughout the ad, "The City" creates its appeal to pathos using striking imagery. The image of the dense crowd magically vanishing is one of the most memorable moments in the ad (Apple). The vanishing crowd imagery works on two levels. First, the image of suddenly empty streets suggests the lovers' intense focus on each other -- no else exists in the world--and therefore pulls the audience into their story. We understand how they are feeling and sympathize with them. Second, the imagery implies that the iPhone 7's camera helps create and express that kind of passionate romance. On both levels, the imagery supports the appeal to pathos running through the whole ad.
12
Now you have a good, solid half of your body paragraph written. Yay, you!
I rock.
One example written about, five to go in this paper.
That was hard, but I got it.
13
Ready to do it again? Soon you'll have your body paragraph written. We'll revise later, in another Formative.
Let's do this.
I need some help first, please.
14
Ok, choose another example from the list of imagery you brainstormed (#6).

Describe it. Use one or two complete sentences. Put your parenthetical citation (from #4) at the end of your sentence before the period.
Watch your commas, periods, and capitalization, please.
Example: The rainy, silvery light that surrounds the lovers also strengthens the commercial's appeal to pathos (Apple).
15
Comment on your second example of imagery.
Write at least two complete commentary/analysis sentences.
Also, watch your commas, periods, and capitalization, please.

Example: The rainy light softens the edges of the city and adds a subtle shimmer to everyday objects like puddles. This makes it seem as if the lovers are lost in their own more magical, gentler world. The ad suggests that buying the iPhone 7 will give us access to that magic as well.

You may use "we" and "our" as you write. Avoid "I" and "you."
16
18 pts
This is a copying-and pasting question. You don't need to write anything new.

First, paste in your paragraph chunk from # 11. Second, paste in your concrete detail sentence from #14. Third, paste in your commentary sentences from #15.

Like this:

Throughout the ad, "The City" creates its appeal to pathos using striking imagery. The image of the dense crowd magically vanishing is one of the most memorable moments in the ad (Apple). The vanishing crowd imagery works on two levels. First, the image of suddenly empty streets suggests the lovers' intense focus on each other -- no else exists in the world--and therefore pulls the audience into their story. We understand how they are feeling and sympathize with them. Second, the imagery implies that the iPhone 7's camera helps create and express that kind of passionate romance. On both levels, the imagery supports the appeal to pathos running through the whole ad. The rainy, silvery light that surrounds the lovers also strengthens the commercial's appeal to pathos (Apple). The rainy light softens the edges of the city and adds a subtle shimmer to everyday objects like puddles. This makes it seem as if the lovers are lost in their own more magical, gentler world. The ad suggests that buying the iPhone 7 will give us access to that magic as well.

17
Whoa, that reads like a body paragraph! It still needs a concluding sentence, and you'll want to revise. The hard part is done, though. Stellar work!
I am a paper-writing master.
Oh, the cleverness of me.
*bow*
18
We are done with imagery!

Click "Submit" at the bottom of this Formative to save your work, and then move on to the next part of Step 5 that you want to analyze.
Done!
Thanks for the reminder!
Add to my formatives list