FOLIO 1: Context response on advertising
Persuasive/ Expository essay on a prompt.
You need to complete a written response based on your research and thinking about advertising. Whilst
you are basically free to frame your own topic (in consultation with your teacher) – it would be sensible
to draw on your work for your Advertising Oral Presentation as evidence.
Everyone will work from the same prompt (idea) – “We are persuaded through our weaknesses.”
You can respond to this prompt by writing either a persuasive piece, or an expository piece.
For a persuasive response, you need an argument. So you will need to frame a topic that suggests a
point of view, with a contention, a line of argument (structured through topic sentences), evidence to
support your points (drawing on your oral ads), and a conclusion. If your oral had these things
(including comparisons between ads, a strong focus on appeals, examination of audience, and a
conclusion), you’re almost there already. Also, you should use attempt to use a judicious blend of the
persuasive techniques we have been studying:
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Humour
Figures of speech – simile, metaphor, analogy
Appeals
Rhetorical questions
Emotive language (loaded language)
Hard evidence
Tone
Rebuttal
For an expository response, you are essentially writing a discussion essay, in which you are drawing
on a range of materials to explain how ads ‘work’ to persuade. You do not need to come to a specific
point of view, you are simply exploring the nature of advertising.
In both kinds of essay, it is essential to draw closely on your research and thinking about advertising
based on class work, the articles presented about theories to do with advertising (see below), and your
own analyses of a number of specific ads (those from your oral?) as your evidence/examples.
You may find it helpful to focus your response by framing your own contention (persuasive) or area
(expository), such as:
Advertisers play to/ prey on our weakest instincts
The intentions of advertisers are hidden behind the glossy image
Much of advertising is highly destructive
Advertising is an essential part of our society and economy (ie: NO to the prompt)
Advertisers only give us what we want. (A different form of “no”!)
Advertisers distort our image of…women…men…childhood
Fast food advertising is harmful to children.
The sexualisation of children (and/or women) in advertising is extremely disturbing.
TAC advertising has followed an evolution that is not always about horror.
Advertising alcohol / cars conflicts with community health warnings.
Advertising reinforces our stereotypes on gender. (Is this for? Or against?)
Humour is a highly effective sales technique. (So, no! … or yes!)
Sex still sells. (Is this a “weak” instinct?)
Advertisers get under our defenses.
Music is an essential part of many ads. (Is this a weakness? A way ‘they’ get at us?)
Successful ads know their audience. (Yes? Or no? Or both!)
The Baxter Academy of English Excellence
The ACME Miracle essay-writing kit.
Q: ………………………………………………………
…………………………..…………………………
………………………………………………………
Intro –
Red/blue = u/st
+ pov
Green = how;
examples to be
discussed.# =
1, * = 2, ^ = 3
Para 1 # – from
the intro
Between
60 – 80
words
MAX
First example …
Para 2 * - in
sequence,
shows
Second example …
Para 3 ^ continues the
sequence: l
Third example …
Aiming at
about
180 - 200
words …
shortened
here for
brevity’s
sake.
About
200
words …
Word
length is
not
definite,
but a
guide,
given
time …
About
220 – 250
words …
[Note – there can be more evidentiary para’s, of course … it’s a time,
space and “needs of your argument” decision …]
Conclusion: be
short, sharp
and clear …
Between
50 – 65
words
≈ 800
The STRUCTURE here is:
Intro (U/st+POV+How1,2,3)Para 1Para 2Para 3CONCLUSION
Writing the Essay: Remember to use proper essay format ie:
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Introduction: State your main contention, addressing the topic clearly and your stance on the
issue (in a persuasive essay) and outline your line of argument (using 3 “building-block” points).
Main body: 3 or more paragraphs, each explaining how your strong point works to develop
your line of argument in relation to the topic. Include opposing views and your rebuttal.
Conclusion: Should NOT be a merely a summing up. It must expand to the wider issues or
establish a context for your views. Your conclsuion could answer a question like:
what are the lessons to be learned
“if what I’ve said is true, so what?”)
what was the writer's message
what can I take away from this essay and this text.
Also remember to check the “mechanics” - paragraphs, spelling, punctuation and fluency.
Assessment Criteria
1. Insight into the subject
2. Complexity of argument/grasp of material
3. Structure (Contention, Topic sentences, Evidence, Conclusion)
4. Use of close analysis of examples
5. Fluency of language
6. Mechanics (spelling, punctuation, paragraphing)
Due Date – Week 7, Term 3: Thursday Weds Sept 3rd.
Some advertising references you might like to peruse:
“Why good advertising works (even when you think it doesn’t)”
http://www.theatlantic.com/business/archive/2011/08/why-good-advertising-works-even-when-youthink-it-doesnt/244252/#slide2
“What do advertisements do?”
http://www.psychologytoday.com/blog/ulterior-motives/201008/what-does-advertising-do
“Different types of emotional appeals”
http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html
The effects on children – “The selling of childhood”
http://www.theage.com.au/opinion/society-and-culture/the-selling-of-childhood-20110714-1hfit.html
“Beyond the selling: ads as art”
http://www.theage.com.au/federal-politics/society-and-culture/beyond-the-selling-ads-as-art-20100709103n5.html
“Pop-star booty power winning the battle for faddish hearts and minds” (Sunday Age, 14/7/13):
http://www.theage.com.au/entertainment/popstar-booty-power-winning-the-battle-for-faddish-heartsand-minds-20130713-2pwuo.html
“Review of health claims on foods” (Age, 20/7/12):
http://www.theage.com.au/national/health/review-of-health-claims-on-foods-20120719-22d4f.html