- Structure (2 parts)
○ Analysis of the advertisement - - effectiveness: Is it effective? Ineffective? (Primary quotations/sources)
- Primary source = advertisement itself
- Primary quotation = what the actor says or what was said in the advertisement itself
○ How secondary sources (critiques of the company) alter your understanding of the advertisement? (obscure
- Analysis of the advertisement with outside sources
- Integrate quotations from the secxondary sources
- Integrating Quotations / Managing Sources (4 ways)
○ Neutral summary (early in the paper & rarely)
- e.g. She explains that "conspiracy theories aren't only believed by the naïve."
- Ineffective way to use quotations
- Bottom of pg426: has list of verbs - some that is neutral for summarizing quotations
- Some common verbs:
□ Explains, illustrates, points out, states, expresses,
□ These are statements "flat", and is not strong for analysis
○ Support a position we agree with
- Pg.426: emphasizes, proves, s/he rightly / correctly notes.., s/he insightfully argues,
○ Disagree with a position
- Wrongly / erroneously / mistakenly claims
- Problematically argues / assumes / generalizes
○ As statements we want to nuance
□ e.g. "Although X is correct in arguing Y, she overlooks…."
□ e.g. "While he acknowledges y …."
□ e.g. She points out that "conspiracy theories aren't only believed by the naïve," she needs to
distinguish between x and y.
See Textbook: p426-427
- Words like: "clearly" and "obviously"
- It may not be agreed by reader
- Do not start a paragraph or sentence with a quote! - it must be set up
- A quote needs a runway or a ramp to contextualize it
How to know if opinion:
- Advocacy for a certain topic = opinion
- Selective facts … when we create arguments / have opinions
- Can you imagine the opposite?
○ Such as a fact claims that a company is good - can you image it being bad?
Textbook p 427 Exercise:
- …..,Appositive phrase,…
○ e.g. 1) Gilles Paquet, the professor of Emerititus, says that multiculturalism encourages people to stand apart.
- Restrictive phrase: (no commas)
○ e.g. 2) Long-time Vancourver resident and university student John Smith …….
○ John smith is crucial to the meaning of the sentence, thus not set apart by commas
As long as you maintain the meaning / context of the quote, you can do whatever you like with it:
- e.g. Smith, who is interested in city walking, suggests that walking "[…] supports the notion that such [ethnic]
enclaves are not static and separate."
- Make sure the quote flows with you