Assigned Reading: Jean Kilbournes Jesus Is a Brand of Jeans

Essay 1: Analysis of an Advertisement 

Assigned Reading: Jean Kilbourne’s “Jesus Is a Brand of Jeans”.
Purpose of the assignment: In this assignment, you will be asked to practice critical thinking and writing skills, learn to develop points for readers, practice evaluative and causal modes of writing, and practice communicating an idea clearly and fully. 
Purpose of the paper: The Ad essay allows you to develop your ideas about an advertisement by examining several components of a written/visual work: the argument that the author makes; the purpose of the ad; the target audience; the composition/organization of the work; the voice or tone of the work; the context of the work; the underlying assumptions of the work; the types of appeals used in the ad. How effective is the author? How do the author’s strategies succeed and/or fail? 
Basic Guidelines
  • Your essay must have a clear, argumentative thesis statement in the introduction. This is a statement about the effectiveness or lack of effectiveness in the advertisement you are analyzing. 
  • Include a brief summary of your chosen advertisement in the beginning to make sure your readers will have a clear and accurate view of what the author of this ad is trying to accomplish. 
  • The body of the essay needs to develop and support the claim you articulate in your thesis. 
  • In your analysis, strive for depth rather than breadth. In other words, say a lot about one or two key things rather than a little bit about many things.
  • The closing portion of your essay needs to do more than merely restate the key ideas you’ve discussed in the body of your text. For example, consider a conclusion that speculates on the impact of the analyzed essay’s claim in the larger context of the subject area or topic being discussed. 
Rhetorical Situation:
  • Purpose: To examine an advertisement and make a claim about its effectiveness
  • Audience: Someone who is unfamiliar with the ad
  • Mode: Evaluative/Causal/Analytical 
  • Evidence: The analyzed ad; optional use of the assigned reading. No outside sources.
  • Voice: Formal
Special Constraints:
  • Incorporate a thesis statement 
  • 2.5-3 pages; five paragraphs (minimum 500 – 750 words)
  • A Works Cited page if quoting the article (does not contribute to the length requirement)
  • Final draft should be submitted in MLA Format with an original title; TNR or Arial, size 12