Advertisement and Consumer Culture
MDSB03H3
Department of Arts, Culture, and Media
University of Toronto @ Scarborough
Fall 2023
Response Paper Rough Draft
5%
Professor: Dr. Joseanne Cudjoe
Due Date: Thursday, Oct 5th 11 pm.
Submission: Upload it to Quercus
Length: 3 paragraphs
Font: Times New Roman 12pt font
File Type(s): .doc or Pdf
Note: Please include your name and email address
This assignment is the first draft of your response paper that addresses stereotypes in
advertising.
A detailed explanation of the final paper can be found on page 2.
This first draft of your paper will allow you to get feedback from your peers and the
TAs. The feedback will assist you in improving your final paper.
You are welcome to complete as much of the paper as you wish.
2
You will gain more feedback if you submit a paper that is as close to finished as
possible. However, only THREE paragraphs are required for the draft.
Your first draft should AT LEAST include.
1. Rough definition/explanation of stereotype
2. Rough definition/explanation of the harm in using stereotypes
3. Brief description of the ad you selected and the stereotypes you intend to
discuss.
See Grading Rubric attached.
Response Paper Instructions
Due Date: Sunday, November 19th, 11 pm EST
Length: 1 Page Single spaced
In this paper, you will respond to arguments made in two readings from Week 2 of the course.
This assignment aims to allow you to demonstrate your understanding of the arguments made
by the writers and have you introduce an example that will enable you to explain the use of
stereotypes in advertising.
Readings for this assignment:
1. What’s the harm in advertising stereotypes?
2. Undressing the Ad: Reading Culture in Advertising
In the paper, you should:
• In your own words, define, “what is a stereotype?”
• In your own words, explain the harm in advertising stereotypes.
• Select an ad and identify and explain a stereotype found in the advertisement: Briefly
describe the ad and explain why the stereotype is harmful.
• Include a reference page. The page is NOT included in the page count.
Criteria Unsatisfactory - Beginning Developing Accomplished Total
0-4 points 5-7 points 8-10 points /10
Failed to offer an explanation or
incorrectly explained what is a
stereotype.
Described explained what is a
stereotype, but it was not explained in-
depth and or lacked clarity and details.
The student demonstrated an advanced
understanding of what is a stereotype
and was able to explain it with clarity.
0-5 points 6-14 points 15-20 points /20
Failed to offer an explanation or
incorrectly explained the harm in using
stereotypes.
Described the harm in using
stereotypes, but it was not explained in-
depth and or lacked clarity and details.
The student demonstrated an advanced
understanding of the harm associated
with stereotypes and was able to
explain it in depth with clarity and
details.
0-5 points 6-14 points 15-20 points /20
Failed to describe the ad or mention
the stereotypes.
Provided a vague definition of the ad
and or failed to explain the stereotype
Clearly described the ad and identifies
the stereotypes to be used.
/50
Response Paper Draft
Grading Rubric
Rough
definition/explanation of
stereotype
Rough
definition/explanation of
the harm in using
stereotypes
Brief description of the ad
you selected and the
stereotypes you intend to
discuss.