1. Read “Reading a Visual Argument” 42 – 64. (book link down below)
2. Kia Ad Superbowl 2022:
https://www.youtube.com/watch?v=g6CVKs77X74
Links to an external site.
BMW 2022 Superbowl:
Links to an external site.
GM Ad Superbowl 2022:
https://www.youtube.com/watch?v=YvjuL6Bci6M
Links to an external site.
For each ad that you analyze (choose two) – please answer these questions in your analytical responses:
– What is the basic story of the commercial?
– What emotions are encouraged – and how are they associated with the product?
– What are the “characters” in the ad like? Why do you think the company chose to use these characterizations? What audience is the ad looking to speak to?
– What is the “thesis” of the ad? What argument does the film make that encourages a positive association with the product?
– What are some of the most poignant images used? What do they symbolize and how do they relate to the product?
