[Solution]Write a critical reflective essay on the symbolism/semiotic

For part one of this assignment, you must write a critical reflective essay on the symbolism/semiotic meanings present in two advertisements for any two different…

For part one of this assignment, you must write a critical reflective
essay on the symbolism/semiotic meanings present in two advertisements for any
two different brands of your choice. For each ad, you must you must
discuss:

The meanings present (5 -8 meanings)How these meanings are conveyed by the marketerHow/Why the consumer might relate to these
meanings

You are to analyse two advertisements in total (not
two ads for each brand). Each advertisement is to be discussed separately and
at no stage should the advertisements be compared to one another. This analysis
is worth 70% of the marks.

For part B of this assignment, you should include a comprehensive
reflection (30% of marks overall) on the question of how the
promises implied in each ad’s semiotic meanings can be realised through
alternative, more authentic, and more sustainable forms of behaviour
i.e. other than via consumption of the advertised brand. Please note that you are not being asked
to redesign your ads in this part of the assignment– instead you are being
asked to reflect on how we as consumers might pursue our aspirations via
alternative means to (over)consumption of brands.  This in turn links to how we might
successfully reduce our tendency in general to over-consume / to consume
unsustainably.

Points to
Consider for Part A:

Please ensure that you avoid over-simplistic
analysis that focuses on price, value, or quality, and instead pay critical
attention to the manner in which brands attempt to align themselves with
cultural ideals, aesthetic values, a sense of human fulfilment, or other
criteria that you consider critically important and relevant to the brand(s)
you have chosen to study. You are advised to identify and analyse how brands
attempt to do this via multiple (i.e. 5-8 ) elements of your chosen
advertisements. It is also important to note that brands are never
advertised as a means to fulfill a very small or limited number of aspirations.
They are always positioned as a means to fulfill bundles of aspirations. For
instance, cars are never simply advertised as a convenient, safe, and
affordable means to move around, but rather as a means to make a statement
about one’s self-concept, potentially including multiple aspects of the self,
such as adventurous, daring, romantic and/ or caring, to name but a few
possibilities. You must also then consider the life-context of the consumer and
outline the events/occurring’s which mean the consumer relates to the
identified symbolic meanings in a certain way For example, the consumer enjoys
dangerous consumer experiences – dreams of doing a skydive – and therefore
relates to ‘dangerous’ symbolic/semiotic meaning in a specific way.

Points to
Consider for Part B

The purpose of the sustainability element of
the assignment is to encourage you to reflect on over-consumption and to
explore how aspirations (such as wanting to reinvent ourselves, wanting to look
interesting, wanting to connect properly with other people, wanting to get the
benefits of a social media detox – or any other kind of detox) might
potentially be fulfilled by means other than a reliance on brands, and to
reduce our dependency on brands down to sustainable levels. For instance, would
clothing swap parties (i.e. a form of re-using pre-loved clothing, rather than
buying new apparel) be a more sustainable way of putting together a new look
than just buying brand new designer items or cheap imitation designer items
from a fast fashion high street retailer? Your discussion of sustainability should
thus be inspired by the aspirations being linked to the brand by the
advertisements you have chosen to analyse. Finally, while it is very important
to note that there is an incredibly important role to be played by sustainable/
ethical brands in facilitating the transition to sustainable consumption, this
part of your work is specifically intended to open up a wider space for
reflection on the relationships between consumption, aspiration, human
fulfilment, and sustainability and you are encouraged to approach it
accordingly.

Word count: approx.
4,000 (100 marks)

Deadline:   20/4/2018

Submission details:
Projects are to be submitted by paper copy only to the Department of
Management and Marketing main office, Room ORB 256, before 1pm only.

Penalties (for
late submission of Course/Project Work etc.): Where work is submitted up to and
including 7 days late, 5% of the total marks available shall be deducted from
the mark achieved. Where work is submitted up to and including 14 days late,
10% of the total marks available shall be deducted from the mark achieved. Work
submitted 15 days late or more shall be assigned a mark of zero.

Plagiarism Policy: Please familiarise yourself with the
university’s plagiarism policy; plagiarism is a very serious academic offence
and cases of plagiarism will be treated accordingly. The policy may be accessed
via https://www.ucc.ie/en/exams/procedures-regulations/

Proposed Project Structure:

General Introduction (introducing
the overall aim of the assignment)Part
OneAdvertisement One5-8
Identified Symbolic/Semiotic Meanings How these meanings are conveyed by the marketerHow/Why the consumer might relate to these
meaningsAdvertisement Two5-8
Identified Symbolic/Semiotic MeaningsHow these meanings are conveyed by the marketerHow/Why the consumer might relate to these
meaningsEthical/Sustainable Reflection on
Symbolic/Semiotic Meanings identified in Advertisement OneEthical/Sustainable Reflection on
Symbolic/Semiotic Meanings identified in Advertisement OneOverall Conclusion

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