Advertising

The Major Paper topic will be provided in Week 2 and centres around researching and analysing a major theoretical issue or area in advertising, and the discussion or critiquing of examples. The major paper will require considerable research, as well as applied thinking. It is to be undertaken by teams of two people. Maximum word length is 2,000 words, excluding the Table of Contents, Abstract, Bibliography and Appendices. Academic referencing is absolutely mandatory. Non-referenced papers receive an automatic fail. Referencing must be complete and use Harvard format.
The paper is due in Week 9 at the start of the lecture. Absolutely no extensions will be granted. The paper should be typed, double-spaced on A4 paper with pages numbered and 2cm margins. A Table of Contents, an Abstract (150 words max.), sub-headings and a Bibliography should be included.
Appendices are optional. Staple the paper with a cover sheet, which provides your names, and course details. NOTE: Do not use plastic or board covers or folders (if you do your paper will be returned to you unmarked).
Assessment will be based on the following:
• Critical thinking about underlying theories, concepts, assumptions and arguments – 40% demonstrate in-depth applied analytical skills in critiquing advertising – 25%
• ability to utilise ideas from theorists in academic journals – 25%;
• demonstrated clarity, format, clarity and logic, correct spelling/grammatical – 10%.
The Major Paper Question:
Advertising is no stranger to social controversy and ethical critique. During the past two decades, the portrayal of men and women in advertising has been an active area of debate amongst academics, marketers and consumers.
An area of particular debate is the sexual portrayal of men and women in advertising. A lot of the controversy about sex in advertising is based on the premise that it denigrates men and women, creates false expectations about body image and beauty, and is an abuse of tired clichés. Despite a history of brands in numerous product categories (such as fashion, fragrance, cosmetics and automobiles) attempting to use the sexual portrayal of men and women, there are a growing number of brands responding to a strong shift in attitudes towards this type of advertising appeal.
Identify two ads that use sex appeal in an attempt to induce consumption behaviour. Compare and contrast the two ads to discuss the arguments for and against the use of sexual appeals in advertising. In your discussion consider if sex in advertising is ever a good idea.
You must provide a fomalised academic response to this question, using academic journal articles published around this criticism of advertising. In otherwords, your response must extend well beyond the prescribed text chapter on this issue. Your response should consider the academic literature in terms of the arguments for, along with the respective counter arguments.