Ad Watch analysis
AD WATCH (Needs to be 4 pages double spaced)
Description:
An ad watch is a news story that:
(1) analyzes advertising content, including visual content
(2) compares that content to the existing public record
(3) analyzes the rhetoric, including the logic, of the ad
(4) informs viewers/ readers of the biases, commissions, and omissions in ads.
Appropriate ads:
Any political ad (national, state, or local from any period) from a U.S. election. Send me a link to the ad if broadcast, or an image of the ad if print. No two students are allowed to select the same ad -first come, first served.
Here is what vour ad watch MUST include:
1) Some description of the ad itself.
* A description of the ad, including all the morally relevant facts-which could be claims, visuals, etc. Think seriously about what has been omitted (for example, political party).
* An indication of when local viewers / readers could see the ad.
* A statement about who (or what organization) is paying (or paid for the ad.
2) Your “reporting” on the facts of the ad. (Remember: Some claims are visual, not verbal.)
Your analysis of the claims made in the ad did these votes occur, were things taken out of context, and is there other information it would be important for viewers/readers to have? (Check Congressional Record, Thomas.gov, or other government documents- some documents are online, others might be found in the library.)
Your analysis of the visuals in the ad -are things in black and white, what impact might that have, have things been edited oddly (for example, in slow motion)?
3) Your ethical analysis
* Based on the reading and your own reporting, run the ad through the
4 Way Test, using appropriate ethical theory. (This should be about a page if you really analyze the ad.
* Is it the truth?
* Is it fair to all concerned?
Will it build goodwill and better friendships?
* Will it be beneficial to all concerned?
o Use classical ethical theory and the “less” classic stuff from the readings (Kantianism, Utilitarianism, Consequentialism
Communitarianism, Visual Ethics, Ethics of Care, and Virtual Ethics).
Use at least two of these. (Each of the theories you analyze should be at least ¾ of a page.
* Think about the role of political advertising in American public life.
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