Directions
For this paper, you will choose two of the four TV ads embedded on this page and analyze them semiotically (i.e., identifying denotation and connotation).
Before you begin, I strongly recommend rereading the introduction, pp. 1-49, in Signs of Life in the USA
Watch all four ads before deciding which two you’ll analyze.
Take ample notes (i.e., jot down your observations) as you watch and rewatch the commercials you’ve chosen.
What literal things (denotations) do you notice?
music
images
actors’ body language and dialog
voice-over words
text
What figurative concepts (connotations) can you identify?
underlying messages to consumers
assumptions the ads seem to make about the target audience
suggestions about what the products will do for consumers
suggestions about what may happen if the audience doesn’t buy the product
Plan to compose six to eight paragraphs with what you think are your strongest, most significant observations
Introduction (including a thesis at the and of your intro)
Body paragraph 1: observation #1 of denotation and corresponding connotation, advertisement 1
Body paragraph 2: observation #2 of denotation and corresponding connotation, advertisement 1
(optional) Body paragraph 3: observation #3 of denotation and corresponding connotation, advertisement 1
Body paragraph 4: observation #1 of denotation and corresponding connotation, advertisement 2
Body paragraph 5: observation #2 of denotation and corresponding connotation, advertisement 2
(optional) Body paragraph 6: observation #3 of denotation and corresponding connotation, advertisement 2
Conclusion (sum up your insights and restate your thesis)
Once you have composed a first draft of your body paragraphs, shift your focus to constructing a thesis* (see p. 24 of our course text for a definition of thesis and examples of effective thesis statements in the three student essays beginning on p. 32). *Note that one of the prerequisites to earning a decent score on this paper is the presence of a strong thesis that appears in your introductory paragraph, ideally at the end of it.
Your thesis should identify what your two chosen ads have in common in the way they attempt to convince consumers that they need the products in question (e.g., “Both ads use (these specific methods) to play on consumers’ fears that (this consequence) will happen unless they buy these products”)
Use your concluding paragraph to summarize how you have demonstrated, with specific evidence from the ads, that your thesis (central argument) is valid. In so doing, you will restate your thesis in phrasing that differs significantly from what you wrote in your introduction.
Format
For all formal essays, you must use MLA format: typewritten, double-spaced, one-inch margins all around, proper heading and header, left-aligned text, 12-point Times New Roman font. Failure to adhere to these guidelines will adversely affect your grade. I have included a downloadable MLA-formatted document (see below), so formatting should never be an issue. Also, be aware that you will lose points if your essay falls outside the assignment’s prescribed length. However, you will not be penalized for exceeding 3 pages / 800 words.