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Questions for Discussion

What impact do you think the advertisement has on individuals?
Do you think the ad persuades the audience to act in their own best interests? Why or why not?
Who benefits from the ad? Who is harmed by the ad?
How do you think the ad shapes attitudes and behavior?

Discuss similarities and differences of two forms of persuasive art targeted toward women, the Virginia Slims advertisement and the Rosie the Riveter war poster.

Sample analysis of “You’ve Come a Long Way Baby”
Expression: smiling, energetic, and confident
Clothing: typically male business “power suit,” but with pink overcoat
Body Language: striding confidently across the white space of the page
Masculine Traits: a dark suit and tie associated with a male businessman
Feminine Traits: flowing hair and pink overcoat
Overall image: A womanly heroic figure of the modern business world; women maintain the ideal of feminine beauty with the strength and perseverance of a man.

Sample Visual Analysis of “Rosie the Riveter”
Expression: confident and determined
Clothing: Work clothing, coveralls and bandana
Body Language: flexed bicep
Masculine Traits: Powerful arms, typically male work clothes, flexed bicep a symbol of male strength and power
Feminine Traits: Lipstick and makeup, hair neat and curled under bandana
Overall image: A womanly heroic figure; women maintain the ideal of feminine beauty with the strength and perseverance of a man.

What persuasive technique does each image use?
How was each image meant to be appealing to the women of the time period?

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Summary/Assessment

Students will search magazines, newspapers, and Internet sites to find an ad to deconstruct individually. Each student will research the ad to identify the marketing purpose, marketing strategy, and the target audience. Students will then analyze how the ad’s visual elements, such as composition, lettering style, and color scheme, are used to influence the target audience. Finally, students will examine the text of the ad, looking for use of persuasive language and techniques.

Students can use the “Advertisement Analysis Worksheet” to organize the information. Have copies of “Persuasive Techniques” and “Language of Art” available for use as reference. To find information on marketing goals and strategies, students can research their ad through magazines about the advertising industry, magazine and newspaper articles about advertising, or through the Advertising Age Website (http://www.adage.com/). Students will combine this information in a written essay.

Extensions:

Analyze political ads. Compare and contrast modern and historical political ads with persuasive techniques used in war propaganda and in modern advertising.
· Analyzing News in the Media: Politics
Houghton Mifflin Company
· The 30 Second Candidate
PBS Online
· The CNN Political Ad Archive

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