Essay Writing

Essay 1 Assignment: Advertisement Analysis

Essay 1 Assignment: Advertisement Analysis

For essay 1, analyze an advertisement OR pair of advertisements on similar or the same products. Offer a thesis that explains how the advertisement attempts to persuade its audience to purchase the product. CHOOSE THREE OF CIALDINI”S PRINCIPLES and SHOW HOW THE AD ILLUSRTES THEM. Include answers to the following questions, not necessarily in this order:

Essay 1 Assignment: Advertisement Analysis

  1. Who is the audience for the advertisements, and how do you know?
  2. What does each advertisement do that corresponds to a strategy for selling products described in the readings or videos for this unit? For example, one video suggests that humans can be appealed to by suggesting that the advertised item is scarce; does your advertisement suggest that the product is scarce by offering discounts “for a limited time”?
  3. How do the images in the advertisement appeal to specific potential buyers?

Your thesis must be the last sentence of the introduction. If you are analyzing a single advertisement, your thesis should summarize all the ways you see the advertisement appealing to potential buyers (in other words, a summary of all the paragraphs in the body of the essay). If you are comparing/contrasting two advertisements for the same or similar products, your thesis should summarize the similarities and differences in the strategies the ads used (still summarize all the paragraphs in the body of the essay). Your essay should be between 2 full pages and three full pages.  In the second draft, I will help you put the paper in MLA Format, .


  1. Introductory paragraph
  2. Paragraph defining Cialdini’s principles.
  3. Paragraph describing the commercial.

4, 5, 6, 7 Paragraphs describing how each principle operates in the commercial.

       8. Graceful Concluding paragraph, summarizing what you have said and pointing out its usefulness to the reader.

NOTE  THAT YOU ARE TO AVOID USING THE WORDS “you” and “I’ in this paper to keep the voice objectuive.

Content & Developmentpossibleearned
Develops a written thesis/argument that the whole essay supports15 
Paragraphs are organized around a central argument supporting the thesis and are well-developed with reasons, explanations, and examples.15 
Strong introductory strategy8 
Strong conclusion5 
Meets minimum page requirement without unnecessary repetition and does not exceed maximum page allowance10 
Format & Organization  
12 pt double-spaced Times New Roman; 1” standard margins; no title page; name, date, class/section, and a title on first page; page numbers starting on first page.5 
Integrates sources well (uses sources where appropriate, leads into quotes properly and quotes at reasonable lengths, paraphrases and summarizes well)8 
 Provides in-text and works cited material according to MLA citation style8 
Editing & Proofreading  
Uses Commas correctly 2 
Uses apostrophes correctly to form possessives and contractions2 
Uses proper homophones (it’s v. its, etc.)4 
Varies sentence structure 3 
Eliminates wordiness and unnecessary repetition5 
Writes in  third person; avoids I, You and they as much as possible2 
Other grammar or proofreading issues (read your final paper slowly out loud before turning it in)3 
Rubric and Drafts turned in with peer comments5 
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