ADVERTS
Documentary Film
https://www.kanopy.com/product/advertising-edge-apocalypse
This film is a documentary about the social, economic, psychological, and environmental role of
commercial advertising. It is available as a streaming video on the MacEwan Library website.
Jhally, Sut (author and director), Advertising at the Edge of the Apocalypse, Media
Education Foundation: 2018.
Respond to the following Critical Thinking Questions:
1. How does advertising impact our looking-glass-self orientation (LGSO)? What is the
marketing strategy behind this impact on our LGSO? According to the documentary film
and the textbook, what psychological, social, and environmental problems may arise from
advertisings impact on our LGSO?
2. Trace the ways in which the film employs the critical theoretical lens of conflict theory to
examine the role of commercial advertising. For example, in what ways does the film
examine the role of power (e.g., the role of powerful institutions such as commercial
enterprise, media, government) and of the capitalist (increasingly neoliberal, that is,
privatized, deregulated, corporate-controlled) system? How does the film characterize
commercial advertisings ideology of consumption? How does this ideology of consumption
relate to the false consciousness? In what ways does the film aim for social justice and
structural change?
3. At a running time of about 60 minutes, the scope of the films discussion of commercial
advertising is necessarily limited. In your view, which theoretical framework from
Textbook Chapter 2 or 3 that the film neglects could deepen our understanding of the
relationship between commercial advertising and deviance? Explain how your framework
of choice could be utilized to examine the relationship between commercial advertising and
deviance and outline the most important insights your framework would be able to provide.
Format
PDF file
Length: 3-4 pages, typed (double-spaced, standard margins).
Times New Roman, 12-point font.
Title page (in addition to the 3-4 assignment pages).
Reference page (in addition to the 3-4 assignment pages). You may format the list of
references using any style you are familiar with (e.g., APA).
Use essay format, that is, start your essay with a brief introduction and end it with a brief
conclusion. You may combine this essay format with a question-and-answer format, using
sub-headings such as Question #1, Question #2, etc., though those sub-headings are not
required. Either way, be sure to respond to all the questions listed above. Use full sentences
and paragraphs.
Whenever you are using a piece of information or an idea that you obtained from another
source, you must properly cite that source in your text and include it on the reference page.
When using material from the textbook, cite it as follows: (Bereska, 2018, p. 19). When
using material from an online module, cite it as follows: (SOCI 224, Module 01). When
referring to material from the film, cite it as follows: (Jhally, 23:11-23:24).
You are only required to use the textbook and the documentary film listed above for this
assignment. No additional sources are required.
Marking Criteria
Breadth of analysis: the range ofideas and information
Depth of analysis: the level of detail provided
Accuracy andextent of knowledge: demonstrate accurateunderstanding
Ability to apply the coursematerial: connect the course material to the topic of
climate change in convincing ways
Technicalaspects: grammar,sentencestructure,punctuation,spelling,writing
style, etc.
While these criteria will determine your mark for the Final Essay, please note that each
criterion will not receive an individual mark. The Final Essay will receive a global mark out of
40. See the marking rubric for more information.
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