Assignment Eleven
Using examples from 'infamous' campaigns to illustrate your argument, critically evaluate the
main aims and purposes of so-called controversial advertisements, and analyse the nature of the objections articulated by audience members.
Guidance
For general guidance see the
guidelines for writing essays and reports.
What Key Features Do I Look For?
- Familiarity with relevant texts
- Evidence - the stronger the better
- Argument - coherent and balanced
- Theoretical discussion - relation to relevant theories
- Understanding of relevant concepts
- Reflexivity - reflections on methodology
- Examples - insightfully analysed
- Style - readability and effective presentation
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Please remember to avoid footnotes and to include an
alphabetical list of 'References' which have been cited in the text
(not a Bibliography of anything you have read for the essay). This list should include
author's names, date, book titles (in italics), place of publication and publisher.
Within the text always cite author's surname, date and page number. Double-space your
text and number your pages. For more detailed notes on writing essays in this
department, click
here.
For examples of essays by UWA students click
here.
Advice for this particular assignment: Note that this is an assignment for which the
inclusion of relevant pictorial illustrations is likely to be an advantage.
Some suggested reading
- Anderson, Chuck (2002)
The Big Lie: The Truth about Advertising. London: Random Thoughts. (Chapter 25)
- Arthur, Chris (1992): 'Agony in Advertising: Appraising Recent Media Images of Suffering
and Death', Media Development 34(4): 19-23.
- Evans, Ian G & Sumandeep Riyait (1993)
'Is the Message Being Received? Benetton Analysed',
International Journal of Advertising 12(4): 291-301.
- Falk, Pasi (1997) 'The Benetton-Toscani Effect: Testing the limits of conventional advertising' in:
Nava, Mica et al. (Eds.) (1997)
Buy This Book: Studies in Advertising and Consumption. London: Routledge
- Giroux, Henry (1994a)
'Consuming Social Change: The United Colors of
Benetton'. In Henry Giroux (1994)
Disturbing Pleasures. London: Routledge, pp. 3-24.
- Giroux, Henry (1994b)
'Benetton's World Without Borders: Buying Social
Change' In Carol Becker (Ed.)
The Subversive Imagination: Artists, Society and Social Responsibility. London: Routledge, pp.187-207.
- Goldstein, Dan & Mary Daniels (2003) 'Barnardo's: "Giving Barnardo's Back its Future', in
Marco Rimini (Ed) (2003)
Advertising Works 12: Proving the Effectiveness of Marketing Communications.
Henley-on-Thames: World Advertising Research Center/IPA, pp. 3-42.
- Goldman, Robert & Stephen Papson (1996)
Sign Wars: The Cluttered Landscape of Advertising. New York: Guilford Press
- Hoechsmann, Michael (1997) 'Benetton Culture: Marketing Difference to
the New Global Consumer'. In Stephen Riggins (Ed.)
The Language and Politics of Exclusion: Others In Discourse. Thousand Oaks, CA: Sage,
pp. 183-202.
- Landeg, Nathan (2004)
'Using examples from "infamous" campaigns to illustrate your argument, critically evaluate the main aims and
purposes of so-called controversial advertisements' [WWW document] URL
http://users.aber.ac.uk/dgc/Modules/FM21920/nathan_landeg.html (student essay)
- Limpinnian, Danielle (2004)
'Using examples from "infamous" campaigns to illustrate your argument, critically evaluate the main aims and
purposes of so-called controversial advertisements' [WWW document] URL
http://users.aber.ac.uk/dgc/Modules/FM21920/danielle_limpinnian_2.html (student essay)
- Mantle, Jonathan (1999)
Benetton: The Family, the Business and the Brand. London: Warner.
- Ramamurthy, Anandi (1997)
'Constructions of Illusion: Photography and Commodity Culture'. In Liz Wells (Ed)
Photography: A Critical Introduction. London: Routledge, pp. 151-98.
- Salvemini, Lorella Pagnucco (2002)
United Colors: The Benetton Campaigns. London: Scriptum Press.
- Saunders, Dave (1996)
Shock in Advertising. London: Batsford.
- Seppänen, Janne (2000)
'Young People, Researchers and Benetton: Contest[ed] Interpretations of a Benetton Advertisement Picture'
[WWW document] URL
http://www.nordicom.gu.se/common/publ_pdf/28_seppanen.pdf
- Tinic, S. A. (1997)
'United Colors and Untied Meanings: Benetton and the
Commodification of Social Issues', Journal of Communication 47(3): 3-25.
Note: Treat with extreme caution sources labelled with this symbol!
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