Description
Your task is to do a critical discourse analysis of one of the following commercial advertisements
, i.e., to identify the strategies deployed to sell the product and explain the ideological ‘work’ achieved by the ad
.You have a maximum of three double-spaced pages(12 point font size)
. Make sure to choose your ad carefully!
1-Pantene ad 1“Labels against women”: https://www.youtube.com/watch?v=luLkfXixBpM
2-Pantene ad 2“Don’t be sorry”: https://www.youtube.com/watch?v=TcGKxLJ4ZGI
3-Lexus Inside Out: https://www.youtube.com/watch?v=vfbbF0swI4E
Things to consider:
1.The way the ad builds an image for the product
2.The relationship between verbal and visual elements in the ad
3.The way the ad constructs consumer femininity or masculinity.
4.The relationship the ad constructs between the advertiser and the consumer(i.e.,is there
evidence of “synthetic personalization” in the ad)?
5.The presuppositions and implicatures in the ad.
6.Did you find the ads persuasive? If yes, explain why. If not, explain why not. Think of the
AIDA (Attention, Interest, Desire, Action) processes in advertising.
7.What discourses are being reconciled, challenged, or reproduced in the ad?
8.To what extent does the ad reconcile gendered and/or sexuality discourses and consumption?