Media Analysis

Media Analysis

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Essay Format and Documentation:

This assignment requires you to write an essay, rather than a report.  An essay differs from a report in that your own views need to be balanced with the research and the marketing videos.  Your views, analysis, and commentary need to be approximately 50% of the content, and the research and videos need to be the other 50% of the content of this assignment.

Write an essay of 2000 words (+ or –10%), using paragraphs of approximately 100 words each.  You will need an introductory paragraph to the essay as a whole, which will introduce the videos, the financial institutions, and your argument, which is your thesis statement. The thesis statement needs to be clear, focused, and debatable. It is placed at the end of the introductory paragraph and connects in a clear, logical way to the topic sentences of each body paragraph.

Your thesis statement ought to indicate which video is the most effective according to the criteria you have chosen.

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Each body paragraph requires a topic sentence, transitions, and a concluding sentence.  Do NOT use headings for this piece of writing, but make certain to provide transitions between paragraphs for logic and coherence.

Single-space this document but double-space between the paragraphs. Use APA requirements for your title page, other formatting requirements such as a running head, and for your in-text citations and references list.


Choose two marketing videos of fewer than 2 minutes each from one of Canada’s leading financial institutions (banks, credit unions, online banking platforms, for example). Both videos can come from a single institution, or you can choose to work with one video from two different businesses.  The best source for marketing videos is You-tube. Use videos that have been posted or aired within the last 10 years.

Analyze and explain the advertisements, choosing two or three of the following critique points: non-verbal messages such as lighting or color schemes; language used (if any); models (humans, NOT avatars, cartoon characters or animals) and their messages through clothing, posture or facial expressions; target market and its appeal.  Supporting materials are available for you to consult in the course itself.

Evaluate which marketing video is the strongest, and be very clear about your supporting evidence, using concepts from the appropriate introductions to Word and World in your analysis to provide a theoretical framework to the essay.  Use appropriate research (minimum of 2 – 3 quality sources, maximum of 5) in your essay

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Please avoid ads that are objectifying or demeaning toward women, men, or other social groups; avoid ads that either intentionally or unintentionally contain biased content that might exclude particular religious or social groups, and avoid ads containing implied or actual violence.

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