APEL - Hamilton
5 Key Concepts of Critical Literacy
and response to print ad (single) or ads (comparison)
Premise: Critical thinkers are able to decode visual arguments in order to uncover the claims (both explicit and implicit; both intentional
and subliminal) sent by mass communicators. Furthermore, critical thinkers are able to thoughtfully and critically respond to the
arguments encoded in these messages.
Directions: Defend, challenge or qualify in a 2-5 page paper that both analyzes and critically responds to either:
1) one print ad
2) a comparison between two print ads with some commonality
ex. two print ads in one campaign, a print ad and a responding “spoof” ad, or a print ad intended for a “highbrow”
audience and a similar ad targeting a “lowbrow” audience.
Analysis: That is the step where you decode the message. Use your CCLAPS and ethos, logos, pathos notes as a guide. Here you
are looking at questions #1 and #2. Essentially: Who is sending this message? (You may want to do some quick research on
the company = ethos.) Also, What is the message being sent and how do you know this is the message? (Use your CCLAPPS and
ethos, logos, pathos notes). Consider what claims and sub-claims are being made both explicitly and implicitly, what claims and
sub-claims are being made intentionally and subliminally. Consider the target audience for the ad.
Critical Response: This is the step where you decide whose values and points of view are being represented by the ad, what
individuals and groups might respond differently to the ad, and what values and points of view are being omitted from the ad.
Here you are looking at questions #3 and #5. Essentially: Whose values and point of view are being considered/represented
and whose values and point of view are being omitted? Why? And what is the effect of this
representation/misrepresentation/omission ideologically?
Paper Format:
There are many ways you could decide to format this paper. At the most basic level, consider:
I.
Introduction with your main claim (DCQ) optional.
II.
Analysis of ad (evidence and explanation) & message sender – explicit & intentional – discussing boundaries
III.
Critical analysis of ad (evidence and explanation) – implicit & subliminal – discussing boundaries
IV.
Critical response DCQ based on the above evidence. You definitely need your main thesis here if you have not included it in
your introduction paragraph. – discussing boundaries
V.
Conclusion
But, you can format this in so many different ways.
For your conference, you must complete a detailed outline for this paper. I will only pre-read the outline for conference. Your outline is
due on Monday 11/18. You might want to bring an annotated copy of your ad(s), and you may bring any draft writing you have done on
the paper as well. If you struggle to write CQE/OSA, I would suggest you pre-write at least one of the body paragraphs that we can discuss at
conference.
At your conference, we will discuss your outline looking for its strengths and weaknesses. Furthermore, you will ask any questions about
your writing, etc.
Your final draft of this paper will be due by Tuesday 11/26. Please note: this is the last day of class before Thanksgiving break. If you are
going to be traveling and you will not be in-class on that Monday 11/25 or Tuesday 11/26, your paper is still due. You may want to work ahead
or talk with me about e-mailing your paper prior to Tuesday 11/26 .
This is a formal analysis paper and should be written using only third person pronouns.
Points:
30 (formative) – outline. Grade based on comprehensiveness of outline
15 (formative) – conference.
100 (summative) – final paper.
Suggestions for finding ads…
Google “print ad for __________” and insert your favorite ad campaign. Ideas: Axe, Nike, Dove, Pepsi, etc.
If you want a “spoof” ad, you might try the Adbusters web-site. Only do this if you are making a comparison.
Comparisons of “highbrow” and “lowbrow” might be something like a perfume ad like Channel (high) and Axe (low).
You could compare ads from a similar company based on their ads for women and men (ex. Nike).
Here is your thinking about Boundaries…
In General:
 There are positives and negatives to both purpose and effects of boundaries depending on the
specific situation.
 Boundaries can change, disappear, and get created.
 Boundaries are continually changing
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Purpose of boundaries
Groups/ideas/objects
maintain order
separate
segregate
enclose
exclude
establish rivalries
to belong – to keep people in.
uphold values of a group
to define yourself and your beliefs
create diversity
for protection & safety
to hold back – limits how far you go
to make us feel comfortable
for control
create belonging
to make things more unique
to create structure
isolate
guide
create rules
organize
understand self/others
Effect of boundaries
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limit community
limit connections with others
we are prejudged on stereotypes instead of
being judged by our actual qualities.
Limit
Create tensions between people/groups on
either side of a boundary.
Can lead to conflict and war
Creates families/groups/cliques
Discourage some things
Encourage other things
Make people feel comfortable
Creates a struggle for power and money
Feel more special
Make others feel less special
Keeps us safe
Limits our creativity
Create peace & order
Create identity