For this assignment you will explore the cycle of cultural production, distribution, and consumption involved with the creation of advertising and the creation of the culture we live in. You will compose an example of advertising for a created business and decide upon an appropriate and specific context (distributing medium) in which the advertisement would be found. You will also write a corresponding analysis of your own ad. In the analysis you will specifically identify the rhetorical situation and explain how you accommodate, resist, and/or negotiate cultural values implicit in the example of advertising. Then you will create a presentation in which you convey how composition strategies utilized in your ad further the cycle of cultural production, distribution, and consumption.
So this assignment is three parts:
5.1: Create the Advertisement
Create an example of advertising for a made up business of your choice. As you create the example of advertising, you will find it helpful to utilize strategies for organizing design elements such as arrangement, emphasis, clarity, conciseness, tone, ethos, logos and pathos. Your goal for the advertisement is to create a visual argument that communicates a consistent message both visually and verbally and meets the needs of the rhetorical situation.
5.2: Write the Analysis
Your analysis, written in the form of a memo report, is a chance for you to reflect on why and how visual and verbal decisions you made in the ad contribute to the cycle of cultural production, distribution, and consumption that shapes the way we understand our world. Your analysis needs to address the following concerns:
The Rhetorical Situation
• the intended audience for the business
• the intended purpose of your business
• the intended context for your example of advertising
• a rationale explaining why visual and verbal decisions are appropriate given the rhetorical situation
Cultural Production
Explore the advertisement’s production of cultural values through associations:
• Explain the strategies you used for organizing design elements such as arrangement, emphasis, clarity, conciseness, tone, ethos, logos and pathos.
• Identify associations between visual language in the ad and its subjective meanings.
• Identify associations between verbal language in the ad and its subjective meanings.
• What cultural values do the associations in the ad imply?
Contextual Distribution
Explore the cultural values of a specific distributing medium (magazine, website, TV station, newspaper, etc.) that would be an appropriate place for your ad to be found:
• Identify the cultural values that are associated with the distributing organization.
• Explore why the distributing medium would be an appropriate place for your advertisement.
• What cultural values of the distributing medium contradict and/or reinforce cultural values found in your advertisement?
Critical Consumption
Critique (accommodate, resist, and, most importantly negotiate) the cultural values in the advertisement and its distributing medium:
• Identify cultural values in the advertisement and the distributing medium that you accommodate, and explain based on your own personal experience why you accommodate those values.
• In the case of each cultural value that you accommodate in the advertisement, explain whether or not you believe the value is legitimately associated with the advertised product.
• Identify cultural values in the advertisement and the distributing medium that you resist, and explain based on your own personal experience why you resist those values.
• In the case of each cultural value that you resist in the advertisement, explain whether or not you believe the value is legitimately associated with the advertised product.
• Identify cultural values in the advertisement and the distributing medium that you negotiate, and explain based on your own personal experience why you negotiate those values.
• In the case of each cultural value that you negotiate in the advertisement, explain whether or not you believe the value is legitimately associated with the advertised product.
Visual Argument Evaluation Criteria
In addition to having addressing the major issues expressed in this assignment sheet, your visual argument should:
Context
• Include relevant and specific information on intended audience, purpose, and context of your proposed business
• Visual argument effectively uses visual and verbal elements that are appropriate and persuasive given the rhetorical situation
Substance
• Include a well-thought out written rationale in the form of a memo report for visual and verbal decisions in the example of advertising
• Identify associations between visual and verbal language and subjective meanings in ad
• Identify cultural values implicit in the example of advertising and distributing medium
• Explain in a detailed and thorough way how author accommodates, resists, and/or negotiates cultural values
Organization
• Place visual and textual elements logically to allow readers and viewers to understand your ideas
• Use transitional text and visual elements to effectively communicate your ideas
Style
• Use appropriate vocabulary and/or imagery
• Free of grammar and mechanical errors that detract from the flow of your visual argument
Delivery
• Design decisions such as font choice, color, use of space, and use of images are appropriate and persuasive in visual argument
• Appropriately integrates text and visual elements
• Assembled with care and thoughtfulness with regard to the chosen medium
The third part is a presentation which I will make a new order for it.
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