Mass Media

Advertising Paper

• Students will learn how to apply the four steps of the Critical Process to advertising
• Students will learn common persuasive techniques employed by the Advertising Industry
• Students will be taught how to recognize persuasive techniques used in everyday advertisements
• Students will be shown how to research demographic characteristics of targeted audiences and specific media channels

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Students will be given a current commercial advertisement for this assignment. The ad can be audio, video, print, pop-up, scrolling or any format you can justify as fulfilling this assignment. Make sure you have not selected a PSA (Public Service Announcement), a political ad, or a policy campaign. In a well constructed, college level paper, students will apply the critical process to the ad, discuss the various persuasive strategies employed by the ad, and explain the demographic(s) targeted by the ad. Do not plagiarize your paper! Your Professors have been googling for longer than you have been alive! The College subscribes to TURNITIN.COM as well. Violation will result in an F for the class and possible expulsion from the College.

The Critical Process

Description: Students will describe the ad as if I have never seen it. (Do not include a copy of the ad with your paper)

Analysis: Look for patterns throughout the ad. Narrow your focus.

Interpretation: Ask the questions so what? What does this mean?

Evaluation: Make an informed, objective judgment.

Common Persuasive Techniques.

Plain Folks Pitch
Hidden Fear Appeal
Famous Person Testimonial
Snob Appeal
Bandwagon Effect
Irritation Advertising
Association Principle


• Students will choose an advertisement which fulfills the assignment
• Students will write a paper demonstrating their understanding of the four steps of the Critical Process
• Using specific references to the ad, students will demonstrate their understanding of and ability to recognize persuasive strategies employed by the advertisement
• Students will research and explain the specific demographic(s) targeted by the ad and the media outlet which hosted the ad

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