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Appraisal Advertising Message and Media using Semiotics and Rhetorical Appeals

Introduction: Task and Requirements

You will select one recently published advertisement from magazines, newspapers, banners or other media, not TV commercials, video or audio format.

You need to attach the chosen advert in the report, including information of the name of medium, published date, page, size, and so on.

With close reference to the theories posited in the literature, analyse how the images and rhetorical appeals in the chosen advertisement work together to enhance the relationship between the consumer, the brand and advertising content in the development of an effective advertising strategy.

You will analyse the chosen advertisement by using semiotics and other appropriate techniques (e.g. ethos, pathos, logos, denotation, connotation, sign, symbol, etc.), in such a manner as to enable the student to make a confident and supported judgement about advertising message, purpose, and its intended audience.

In addition, students will discuss the actual use of the media for the chosen advertisement (e.g., media choice, timing, reach, frequency, etc.) and comment on whether this use represented the best way to achieve the message and its purpose, to the audience they have identified.

Total word count in this academic report is 2,000 words (+/- 10% allowance acceptable), and the total word count figure must be recorded on the cover page of the assignment.

Word count does NOT apply to the list of references and appendices.

Please note: assignments that are significantly longer than this will not be marked past this point.

Do NOT insert any theoretical models in the report.

All figures and tables must be explained if used.

Work should be referenced in the Harvard style, where appropriate.

Please note you must have at least ten academic sources from either refereed journals or books in your discussion. Your discussion in this academic report should be supported by relevant academic theories and justified by the findings from various credible databases (e.g., academic books, refereed journal articles, Passport, MINTEL, WARC, Trading magazines, official websites, and other credible websites).

Do not use the lecture notes/slides as an academic source.

Note: Wikipedia and personal social media (e.g., such as blogs, YouTube, Instagram, Twitter, Facebook, and other social media) are not credible sources.

a)1.5 spacing for the text and single spacing for the list of references
b) Arial or Times New Roman,12-point font

c) 2.5 cm (or 1 inch) margins on all sides in an A4 paper

d) Use ‘justified’ alignment margin

e) Use appropriate headings and subheadings 

f) Save as a Microsoft Word Document

This assessment is designed to meet the following learning outcomes (LO):

LO1: Demonstrate conceptual thinking by critically assessing relevant theories and frameworks to develop the successful advertising-led strategy and manage relationships between agencies and clients that can help to define the future marketing strategy of brands and organisations, which have intercultural contacts.

LO2: Demonstrate effective communication including networking, listening, oral and written communication of complex ideas and arguments, and learn to present themselves and their ideas in a professional manner using a variety of communication techniques and media.

The submitted work should address the following criteria and marking guideline to be used as a guideline only.

The assignment is met the learning outcomes 1 and 3. You will start with an introduction, then follow the key points below.

1.Relationships of the consumer, the brand and advertising content (20%)

2.The intended audience (15%) 

3.The purpose of the advertising message (10%)

4.The examination of ethos, logos, and pathos (15%)

5.The creative idea (10%)

6.The use of semiotics in advertising message, including (10%) o Denotation and Connotation o Headings and visuals (e.g., message appeals, words, fonts, sizes, colours, layout, people featured in the ad, etc.)

7.Media strategy (10%) • Presentation and Referencing (10%)

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