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Instructions:
ASU Product Advertisement Discussion
Select a product advertisement. Must be for an actual product – NO parodies.
We have learned from Chapter 8 that the communication process can be extremely complicated. Advertisers take a significant amount of effort to provide a clear message. Thought goes into every aspect and detail of an advertisement.
Select a current product advertisement (no longer than 2 minutes) that you find on YouTube. Current means within the past five years. Describe in detail how the elements/techniques from Chapter 8 are used in the advertisement. Include a list of the elements, how they are used, and what they provide to the advertisement.
Include the name of the commercial and a link to the commercial you analyzed for this project. This will be needed during the grading process.
Provide detailed answers to the following questions.
What is the product, and how is it presented?
Who is in the advertisement? What are they wearing? Why are they wearing it?
Where is the advertisement set? Why here?
Describe what is included in the advertisement. For example, if it is a restaurant, what elements do you see?
When is the advertisement set and why? Time of day? Seasonal?
How does the advertisement use sound? Identify any music used. Why was it used?
How does the advertisement use color? Why these choices?
What emotions is the advertisement seeking to evoke? Was it successful?
Would the commercial work one change was made (e.g., change in location, change in music, change in the main character)? Identify a change and explain how this change would affect the advertisement.
Include other observations you have about the advertisement.
This assignment will take time to be done correctly. Each student is to do their own work. This is not a group project. Your assignment will be graded on the details presented, associating the elements with the material in Chapter 8, and a professional presentation.
Late assignments will not be graded.
Points will be deducted if the advertisement is more than five years old.
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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ASU Product Advertisement Discussion |