English 250 Creating an Advertisement The Assignment For this assignment, you will write, design, and record your own advertisement related to the course theme of bio­renewable energy. For this assignment, you will choose the theme of an ad from popular mainstream culture and create your own message that supports the original meaning of the ad or subverts it. You will use the skills learned in analyzing various type of media advertising to complete this task. Each ad will be created with a digital video recorder and edited with Apple’s iMovies software program. The targeted length for the final product should be between one and two minutes. Audience Imagine this is a contest for a major broadcasting network. The winning ad will be aired on national television for a given length of time. Therefore, your audience extends far beyond this classroom and includes people from all across the country. Deliverables This assignment will have three parts: 1. 1­2 minute video clip 2. One page summary of your ad and rationale behind the design 3. e­Portfolio design Creation Process Now that we have completed a unit analyzing media and considering how various agencies shape media, we will now focus of creating our own media messages. The project will need some basic technology know­how and a strong consideration of rhetorical strategies in creating persuasive messages that either support or subvert mainstream media messages. Here are steps you can follow to work on your ad. 1. You will first choose an ad from popular media. The ad does not have to be on a bio­renewable energy, but the ad you will create must certainly have a bio­energy theme. 2. Analyze the ad to understand the intended meaning of the ad by investigating the media agencies that have created the ad 3. Analyze the various strategies used in the ad such as emotional, logical, credibility evocations to persuade the reader 4. Reflect on whether or not you are convinced by the intended meaning of the ad and the necessary means used to convey the meaning 5. Brainstorm ideas for ways in which you want to extend your message through the ad and what strategies you wish to use for your ad
Spring 2008 English 250 6. Create your ad by filming video segments, collecting relevant images, and collating them into iMovies 7. Compose a rationale where you include a summary description of your ad, reflections from the writing process, declaration stating to what extent your ad supports or subverts the mainstream message, and a rationale for the rhetorical strategies used in the ad. Questions to consider: In creating this advertisement, keep in mind the following: What message am I trying to convey? Am I targeting a certain demographic? What role do emotions play in delivering the message? Software workshops: We will conduct in­class sessions and out­of­class workshops working with technology in case you need tech support using iMovie and Flash. In case you do not have a video camera, you can check one out from the English Department. We will also have a class activity involving basic operations of a camera and uploading videos to the computer. Introduction to iMovies Web­based software tutorials Hardware demonstration Remember, you will not be graded on technical proficiency in creating the ad, but on the content of the ad and the rationale behind the choices made. Everyone will have enough knowledge of the hardware and software to complete a basic ad. Advanced users are encouraged to help their peers. Make sure you properly document all your sources
Spring 2008 English 250 Grading Rubric: Ad Creation Excellent Part I Rationale summary – 20% Contextual research Is clear, informative, and correct, and successfully discusses the topic from several points of view Part II Ad Artifact – 60% Context Purpose – clear, situated claim Audience – apt persona and audience orientation Any verbal component effectively supports the visual argument Visuals are academically appropriate and appealing Sources Visual and textual sources documented in a separate document References are documented in appropriate, consistent conventions, MLA or APA. Organization Information is well­organized and follows a structured pattern Main idea is effectively developed Document is unified, coherent, logical. and well arranged Style Conventions – usage standards Aesthetics – consistency in interface and navigational elements Variety – texture, contrast, and color; avoid hodge­podge of styles Delivery Match the benefits of a particular medium to your purpose/audience
Spring 2008 Good Fair Needs Work English 250 Part III Individual Presentation – 20% Presents the material effectively in the given time constraint Clearly states the purpose of the visual argument Briefly reviews design decision and reasons behind them Stays attuned to the audience and answer questions effectively Conventions of good speaking are followed­ Voice is natural and engaged, appropriate facial expressions and posture is used.
Spring 2008