Advertising and Media Research Essay
This is a typical argumentative essay of approximately 1500-2000 words. This is a research essay that critically engages with current issues related to advertising and media and the concepts discussed in this course. For this paper I’m asking you to develop a case study that will help you illustrate a specific topic and argument. Your case study could be a specific advertising campaign, reaction to a campaign, corporation and their practices, etc. Your essay will draw on at least one of the concepts from one of the weeks of this course such as:
More specific information regarding this assignment will be discussed in lecture and provided as we get closer to the due date.
Ways to think about a case study paper:
NOTE: You will always find material in the library related to the theoretical approaches in the assignment, though you may not find material directly related to your case study. For this reason, it’s very important to have a good idea of what your overall argument is about without the case study. Start by researching your theoretical concepts in relation to your overall argument so: blockbuster franchises, audience commodity, product placement, etc. and then you can search for articles about your case study to see if there are any connected to your particular argument.
Just a quick note about using databases rather than using the general library search: this will be VERY useful for those of you who are researching topics that cross over to topics studied in other fields, but with a completely different perspective. If, for example, you are writing a paper on audience research and you do a general search, you are just as likely to find papers written by business scholars writing from an industry perspective as papers written critically by media studies scholars. This is very important with a topic like audience research in particular, because the two fields have very different perspectives on the topic and very different ways of studying it. You need to be sure that you are applying theoretical concepts and methodologies appropriate to the field of study (this is true if you are doing research for a class in a different department!).