in societal views, expectations, and assumptions are reflected in the evolution

Visual Argument/Synthesis Paper

first i need a draft for this assignment.the after two peer and paper

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Explain how changes in societal views, expectations, and assumptions are reflected in the evolution of advertisements of same or similar products from different time periods.


Pre-writing steps:

  • Complete/review the assigned readings and summarize their main ideas paying special attention to any new concepts or terms.
  • Look for commercials of the same or similar product from different time periods, for example from the 1970s, late ‘90s, and recent years. See if you notice a pattern or if any of the ads seem to illustrate ideas from the readings. Take notes and save links to the ads as you work.

Writing steps:

  • Turn the prompt into a question (“How do changing ads demonstrate…?”).
  • Develop a thesis as a tentative answer to the earlier asked question.
  • Formulate several ideas that develop your thesis.
  • Select three advertisements, which can most effectively illustrate the chosen concept, such as changes in gender stereotyping, racial assumptions, or consumer expectations among others.
  • Search the read articles for references, which support your ideas. You can use an article to explain a concept, back up your own idea, or introduce your analysis of examples.
  • Notice how the assigned sources are interconnected, how one article gives you a general view on advertisement and other articles go in depth.
  • Organize your ideas in a logical way, create transitions between ideas and paragraphs.
  • If appropriate use direct quotes, but avoid “patching” your paper with large chunks of quoted text. Paraphrasing is preferred, but sometimes quoting is necessary to render the synthesized information more precisely and succinctly.
  • When quoting, use a signal phrase that connects the quoted information to the previous discussion, quotation marks to identify beginning and end of the borrowed language, an in-text citation to give credit to the author/s, and some follow-up comments to finish integration of the borrowed information.

  • In conclusion, briefly summarize your main findings and also identify any questions that remained unanswered as well as any issues that require further exploration.


  • Length: 5-7 pages of double spaced, size 12 text NOT counting the Works Cited.
  • Use and academic essay format: introduction, body conclusion, thesis, topic sentences, and transitions.
  • Develop your ideas about advertisement in relation to the ideas of the assigned articles.
  • Synthesize the assigned articles and include in your paper.
  • Use 3-5 ads and your knowledge of rhetorical analysis (terms!) to illustrate ideas.
  • Quote, paraphrase, and summarize as appropriately.
  • Cite the synthesized articles and all the ads mentioned in the paper on a MLA style Works Cited page.
  • Have your paper read by somebody whose feedback you trust.
  • Read your paper aloud and revise and edit several times.

hanging Tastes

Advertising is known is the process of controlling consumer behavior to reflect constantly changing tastes. It is a form of communication where the seller attempts to communicate with a specific or general audience in hopes of encouraging, persuading, or manipulating them to start using or continuing to use the product or service being advertised. Even though many mediums of communication have been used and will be used in the advertising industry, in order to be persuasive and appealing to the audience, advertisements need to be in accordance with its audience’s’ sense of taste. Taste is very much subjective and depends on the context of the specific individual at hand. Taste is a great an accurate indicator with which we can judge similarities and differences between ourselves, the public. Because of this, it is always used as a factor to distinguish between things, which is the exact reason to why it affects advertising in an unique fashion. In order to understand how advertising reflects changing tastes, two advertisements advertising Coca Cola in two different time periods will be compared.

The 1960’s was a period of drastic change to Americans due to to numerous political and social movements that took place. Among these movements was the war in Vietnam and the sexual revolution. Although brought down by war, the 1960’s was a period of prosperity economically since free time and excess income of American people increased. As a result of the economic boom, there was extreme social change including changes in sexual attitudes and practices. As a result of their struggle for gender equality, women were recognized by advertisers not only as a sexual component displayed in adverts, but also as a target audience. .

The 1960’s reflected a trend towards innovation, it was when advertising began to blossom. The advertisement from 1960’s illustrates two woman under hair dryers, in a salon setting. They are holding two bottles of coke with the text underneath stating “Heat’s on? Time for the unmistakable taste of ice cold coca cola. Lifts your spirits, boosts your energy” along with the new 60’s Coca Cola slogan, “Things go better with Coke” . Every single detail in this advertisement reflects the taste of the public during the 1960’s. Hair trends were on the rise with the seemingly perfect hair of the first lady, Jackie Kennedy. With Kennedy and Brigitte Bardot leading the way, movie starts heavily influenced fashion trends. Due to this, the hooded hair dryers and the trimmed hair style which was a symbol of fashion were present in the advertisement in order to appeal to the public taste at the time.

The women served multiple purposes, they were used as a sex element and to assist in targeting the emerging female audience which was the most logical choice to get Coca Cola’s message across. Since this was a crisis filled era, the phrase “things” in the Coca Cola slogan allowed the audience to connect Coke with whatever they wanted. This was sufficient enough to appeal to any taste. Even the overall format of the advertisement reflected the popular taste of the era. With the increasing popularity of television, people were more likely to pay attention to an advertisement if it contained less text and more visuals, even in print advertisements. Therefore, advertisements that featured dominant visuals and minimal text such as this 60’s Coca Cola ad were appealing to the general public.

In terms of economy, the 1970’s was the worst decade in most industrialized countries since the Great Depression. However, the advertising industry bloomed during this period. The average individual during the 70’s was exposed to around 1600 advertisements every day. However, only around 80 of those individuals actually noticed the advertisement and only 12 of those actually reacted to the advertisement. Therefore, in the 70’s, advertising was centered around creating an advertisement that catches people’s attention. The 70’s witnessed a growth in the Hippie movement and other pop cultures such as punk. Rising feminism resulted in women expanding their influence on politics and becoming an equally significant target audience as men were. African Americans were making their presence known as many more of them joined the congress. They were establishing themselves as another target audience for advertisers. In regards to fashion, everything was about dressing colorful and bold because this era looked to the past for fashion ideas. For men afros, sideburns, platform shoes, and leisure shoes were considered the current fashion.

The advertisements of 1970’s tended to highlight the product at hand more than the people consuming it. This was practiced in order to “position” the particular product and brand in the consumers’ minds. Women were no longer used in advertisements as a sex symbol, they were now regarded as a target audience. The youth were becoming much more prominent in advertisements because of the ongoing subcultures and movements. Freedom of self-expression was highlighted in the advertisements. Specially the youth are used and aimed atin the advertisements as youth was becoming more and more heard and noticeable because of subcultures and movements. Freedom of self-expression was highlighted in advertisements. Advertisements were created specifically for African americans by featuring their tastes in hair(afros) and dressing styles. Coca Cola highlighted the concept of sharing by illustrating a group of individuals sharing the Coke drink. Depicting togetherness in advertisements was very appealing in the 70’s, so by illustrating this in the advertisement, Coca Cola clearly reflected the changing taste of the consumer base. Although advertising was and is accused for its tendency to drive consumer behavior by often showing exaggerated or deceitful images, the industry constantly changes and reshapes itself over time in order to reflect changing tastes

At the same time 7 papers did not meet the requirements of argumentation. Most of them just went in the wrong direction with analysis: people analyzed films instead of articles or did not present their analysis in a traditional argument form