Writing the Ad Analysis Essay | Summary and Q&A

TL;DR

This lecture provides guidance on how to write an ad analysis essay, emphasizing the importance of using multimodal writing techniques and analyzing the rhetorical appeals used in the ad.

Key Insights

• 🧩 Multimodal writing involves using more than one means of composing, such as images, music, video, or different forms of media alongside traditional writing. It strengthens writing by providing a vivid presence and conveying the gravity and urgency of an issue.
• 📸 Visuals, including graphs, charts, photographs, movie trailers, and music, can enhance writing by making it less abstract and providing a different way of viewing the subject.
• ❓ When including media in writing, it is important to be intentional and consider how it strengthens your argument and complements your written text. Ask yourself questions about the purpose of including the image, the story it helps tell, and the response and emotions it evokes in readers.
• 🎯 In an ad analysis essay, including the visual of the ad is essential as it helps strengthen the analysis and makes the argument less abstract. The visual interacts with the written text, providing a different way of viewing and understanding the topic.
• 🤔 When writing an ad analysis essay, it is important to ask questions about the ad, such as the meaning of the ad's message, who is the speaker, and how it appeals to the target audience. These questions generate ideas for analysis and help structure the essay.
• 🔍 The introduction of the ad analysis essay should provide context by describing the ad in detail, including the creator, purpose, and target audience. It should also include a thesis statement that states the most effective appeal and whether the ad will be successful in persuading the audience.
• 🔝 The body of the ad analysis essay should support the thesis statement by providing specific examples of the rhetorical appeals (ethos, pathos, logos) used in the ad. The examples should connect to popular culture and explain how the ad is persuading through the appeals.
• 🔚 The conclusion of the ad analysis essay should summarize the position without introducing new information and reflect on the writer's role as a consumer or viewer of the ad. It is an opportunity to discuss personal biases and how they may have influenced the interpretation of the ad.

Transcript

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Questions & Answers

Q: Why does multimodal writing differ from traditional academic writing?

Multimodal writing differs from traditional academic writing because it involves using multiple means of composing, such as images, music, and video, alongside traditional written language.

Q: How can including visuals in writing strengthen the argument?

Including visuals in writing can strengthen the argument by providing a vivid presence and making abstract concepts more tangible. Visuals can also convey the gravity of an issue and evoke emotions, enhancing the persuasive impact of the argument.

Q: What is the purpose of including a visual in the ad analysis essay?

The purpose of including a visual in the ad analysis essay is to provide a reference and make the analysis stronger and clearer. The visual allows the audience to observe the ad and better understand the argument being made.

Q: How should media be used in multimodal writing?

Media should be designed intentionally and with rhetorical purposes in mind. The choice of media should be based on how it strengthens the written portion of the project and complements the overall argument. Media that does not relate to the topic or is not addressed in the writing should not be included.

Summary & Key Takeaways

• The lecture introduces the concept of multimodal writing and how it differs from traditional academic writing.

• It explains the importance of including visuals in writing to strengthen the argument and engage the audience.

• The lecture provides a step-by-step guide on how to structure the ad analysis essay and offers examples and tips for analyzing the rhetorical appeals used in the ad.

1. Multimodal writing involves using multiple modes of composing, such as images, music, and video, alongside traditional written language.

2. Including visuals in writing can enhance the argument and make it more persuasive, as visuals provide a vivid presence that words alone may not convey.

3. The ad analysis essay should include a detailed description of the ad, an introduction with a thesis statement, a body that analyzes the rhetorical appeals, and a conclusion that summarizes the argument and reflects on the writer's response as a consumer.