Analyze and evaluate an advertisement from a Social Psychological perspective
Description
Assignment 2 – Advertisement Analysis
The purpose of this assignment is to analyze and evaluate an advertisement from a Social Psychological perspective. You should apply knowledge from class units on Attitudes and Persuasion to explain the persuasive tactics employed by your chosen advertisement and evaluate the effectiveness of the advertisement. The advertisement can come from any medium, such as magazines, newspapers, TV, or Youtube. You MUST include a copy of or weblink to the advertisement at the end of your paper.
In the paper, you should identify at least 1 relevant Social Psychological concept or principle that is important to the advertisement. For example, you could focus on the Labeling Technique, the Peripheral Route to Persuasion, or Cognitive Fluency. Briefly describe the goal of the advertisement, and give a clear definition of the relevant concept or principle. Then, using your knowledge of your chosen concept or principle, explain how the advertisement is designed to influence the audience. In doing this, refer to specific aspects of the advertisement (such as pictures or statements) and explain what role those aspects play in the advertisement as they relate to the concepts or principles you describe. Finally, evaluate whether the advertisement is effective or not based on those principles and explain why.
Your paper should be 2pages typed, double spaced, with 12-point Times New Roman font and 1-inch margins on all sides. Your paper should be uploaded to Blackboard by 11:59 pm on the due date (see syllabus), and should be submitted as a PDF or Word document to Blackboard. If you submit more than one file, the last submission will be graded. Late papers will be penalized 5 points per day late.
Grading Rubric: Points Possible
Completeness 10
Includes copy or link to an advertisement
Length (3 pages max)
Description of Advertisement (including its goal)
Analysis
Definition of relevant concepts 8
Explains how the concepts are represented in the ad 8
Explains the persuasive purpose of specific aspects of the ad 8
Evaluates the effectiveness of the ad 8