Select a currently running (or fairly recent) multi-media branding campaign. It should be conceptually driven and use multiple elements and channels: 2-D in billboards, magazines, newspapers, etc., time-based on radio, TV, YouTube, etc., experiential, out-of-home, interactive, story-building, publicity stunts, etc. Include visuals of the campaign in your paper; for example, when youre writing about 2-D forms of communication, embed small versions of the visuals in your text; when youre analyzing a TV commercial, include a few key frames. Etc.

Structure your analysis using the S.A.D. framework (state the strategic message; articulate the campaign concept; describe the executions).

Clearly introduce the campaign that youre analyzing. Include the name of the sponsor, the product, the agency, the amount being spent, and where/when it is running. As with any good analysis, your opening paragraph should have a thesis or statement of an informed point of view. Make sure to place your argument in a strategic framework.

Be most expansive in your analysis when critiquing the creative or the work itself. Use the language of critique presented in this class and detailed in the book, Ad Critique. Always consider whether the creative expression meets strategic goals.
Explain why you feel that way. Provide proof, if you can, of the effectiveness of each campaign element — as well as their relation to each other.
Watch your verb tenses when analyzing something that was produced in the past, but still delivers its message in the present. Use exact language!! For example, if youre writing about a campaign, that is not the same thing as writing about a single executional element of the campaign; generally, the client pays to create the promotion, but it is the agency that creates and produces it, so clearly distinguish the sponsor from the agency; the product is not always the same as the client; and so on.
Dont forget to embed visuals that youre referencing. Please follow MLA formatting and remember to cite your sources.

Goal: To express a complete argument analysis in written form.
Available Topics:
One of the pre-Socratics
Socrates
Plato
Aristotle
Buddhism
Daoism
Hinduism
Stoicism
Renee Descartes
George Berkeley
John Locke
John Stuart Mill
Emmanual Kant
John Paul Sartre
Soren Kierkegaard
Friedrich Nietzsche
Charles Sanders Peirce
William James
Mary Wollstonecraft
Simone de Beauvoir
Ludwig Wittgenstein
Or modern issues such as but not limited to:
Immigration
Climate change
The Black Lives Matter Movement
Modern Politics

Details of the paper
Give a broad overview of your chosen topic
Define an argument by finding a claim (conclusion) the topic makes
Find the reasons (premises) for that claim 2 or 3.
Define the boundaries the paper is limited to.
Analyze how the reasons (premises) support the claim (conclusion).
Are there any fallacies or counterexamples on how the reasons support the conclusion?
Is it well structured? Does the logic flow?
Paper does not have a defined length, just make sure all the components are present.

Vocabulary:
Argument collection of statements such that there is one and only claim (conclusion) supported by one or more premises (reasons).
Claim – an assertion that something is or is not the case (also called a conclusion)
Premise – support for the claim (also called reasons)
Necessarily True – always true in every possible circumstance
Necessarily False – always false in every possible circumstance
Contingently True – true given certain circumstances
Contingently False – false given certain circumstances
True – matches reality

Criteria and their Values
Paper is worth 320points out of 1000 point value class

Criteria 1: Broad overview of the topic (worth 32 points)
Criteria 2: Specific Claim and its premises (worth 32 points)
Criteria 2: Explain what your paper will not discuss (worth 32 points)
Criteria 3: Analyze each premise and how to works alone or together with the premises to support the claim. Explicitly state if the premise is necessarily true or contingently true. If necessarily true explain why, if contingently true explain under what circumstances. (worth 32 points)
Criteria 5: Explain if there are any fallacies or counterexamples to consider within this argument? (worth 32 points)
Criteria 6: Explain given your analysis if you are convinced or not convinced by this argument. (worth 32 points)
Criteria 7: Minimum of 3 reputable sources (worth 32 points)
Criteria 8: MLA formatting (worth 32 points)
Criteria 9: Edited from EPCC writing center EPCC Writing Center (worth 32 points)
Criteria 10: Voice recording of you reading your paper out loud (worth 32 points)

Sample Solution

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