Writing Exercise: Finding a Thesis

ADVERTISING AS CULTURE

Most advertising these days goes far beyond trying to convince you of the value of a product’s attributes, such as, that it is bigger, faster, brighter, cleaner, etc. Instead, most advertising tries to associate the product with cultural meanings, values, and desires that have very little to do with what a product actually is or does.

If you combine that fact with the increasing spread of advertising throughout society, it is clear that one of the major channels through which culture is transmitted is through advertising. What meanings and messages do you see delivered through advertising and what does that tell you about the state of affairs in the cultural worlds you observe?

Find one advertisement online that is in the traditional form of a still magazine ad or a TV commercial (rather than more complex forms like a blogpost) that will help you to convince your reader that advertising is like culture, and works as a system of perception and meaning, while making an interpretation of particular ads you have selected, their particular meanings and what you make of them in terms of the broader world. You can provide it to your TA with a valid link in your writing piece.

Then write 2-3 pages and provide the following information which is also part of the rubric below:

1. Some explanation of the idea of why advertising is like culture. Make sure you make some reference to the concept of culture.

1. Point out things about the ad that you see as cultural messages about something other than the product.

1. Make a convincing argument to the reader that the cultural messages that you “read” in the ads tell us something significant about the state of affairs in our society, our world, or in ourselves. In other words, connect this to something going on outside the ad.

1. Look at #3 above, and go back to the beginning and use that idea to introduce your writing piece. Underline the sentence in the beginning that best captures this “thesis”

Format: Double spaced Times New Roman 1” Margins

Citations: Any reference to course materials can be in parenthesis with author name and page number. If it’s a film, then Title and time stamp. Like this: (Geertz, 5) or . Do not use outside sources.

This should be a 2-3 page essay with an argument about why your chosen ad— as an agent of culture— seems significant to something going on in society. Simply explain the connection by observing something specific about the ad. In #3 above you will find your thesis, so wait till then to write an introductory section.

Purpose of the Exercise:

1. Practice the interpretation of culture
2. Learn how to identify your argument by writing first, then discovering your argument
3. Allow your TA to check in on your grammar and writing style

Remember this is super short so don’t necessarily follow a stiff formula you may have learned in middle school. Just focus on writing something about the points 1-4 above. Any short piece of writing should at some early point let the reader know why they are reading this. That’s all you need to know about form here.

Rubric: 8 points

Contains 1-3: 3 points

Opens up with a sense of what the argument is (#4): 3 points, remember to underline the most important sentence

Grammar: 2 points

Submit this assignment by Sunday November 1, 11:59pm or 1 minute before Midnight