Advertisement and Consumer Culture
MDSB03H3
Department of Arts, Culture, and Media
University of Toronto @ Scarborough
Fall 2023
Advertisement Campaign Analysis
20%
Professor: Dr. Joseanne Cudjoe
Due Dates: Sunday, October 22nd, 11 pm EST
Sunday, November 12th, 11 pm EST
Submission: Uploaded to Quercus
File Type: Complete the Ad Campaign analysis form
This assignment will allow you to apply what you have read and learned to analyze two
advertisements. This assignment aims to improve your critical analysis skills by enabling you to use
the theories and concepts we discuss in the course to describe and analyze real-world
advertisements.
The assignment's goal is to introduce an ad and explain the surface reading of the ad and the
advertiser's intended meaning. Additionally, you should also explain an oppositional reading of the
ad.
You MUST use ads created after 2000. No older ads are accepted.
To submit this assignment:
Answer the following questions.
1. Name of company/brand/item:
2. Online link to advertisement or paste a picture of the ad
3. What is the surface meaning of the ad?
4. What do you think is the advertiser’s intended meaning?
5. Who is the intended audience/ target market for this ad?
You will analyze TWO ads:
1. The first ad must be an advertisement for an item or service that targets youth or
children.
You can select from any of the readings, but the readings from Week 5, would be the best source
to support your arguments.
Due: October 22nd, 11 pm EST
2. The second ad must be an advertisement for an item or service that focuses on
gender identity. (For example, beauty products, clothing, cars, home appliances, etc.).
You can select from any of the readings, but the readings from Weeks 7 and 8, would be the best
sources to support your arguments.
Due: November 12th, 11 pm EST
Note: Week 2 readings address surface reading, advertiser's intended meaning, and
oppositional reading of advertisements.
See attached Grading Rubric.
Criteria
U
nsatisfactory - B
eginning
D
eveloping
A
ccom
plished
Total
0-20 points
21-25 points
26-30 points
/30
Described the Ad
Failed to describe the ad
Described the ad, but it w
as not explained in-depth
and or lacked clarity and details.
The student adequately described advanced and the
read had a significant understanding
0-20 points
21-25 points
26-30 points
/30
Listed a critique of the
ad w
/supporting quote
Failed to offer critique of the ad and or failed to
include a supporting quote
The student offered a critique of the ad and included
a supporting quote but one or both w
as vague, poor
described and inaccurate
The student offered a critique of the ad and included
a supporting quote both w
ere described w
ith
significant depth w
ith little to no inaccuracies
0-20 points
21-29 points
30- 35 points
/35
Listed a critique of the
ad w
/supporting quote
Failed to offer critique of the ad and or failed to
include a supporting quote
The student offered a critique of the ad and included
a supporting quote but one or both w
as vague, poor
described and inaccurate
The student offered a critique of the ad and included
a supporting quote both w
ere described w
ith
significant depth w
ith little to no inaccuracies
0 point
5 points
/5
References
The student failed to include a reference list.
A reference page w
as included.
/100
Advertisem
ent Cam
paign Analysis
Grading Rubric