Exercise 2.2

Estimated time: 1 hour
Due by 9:30 a.m. Monday, October 15th

The goal of this exercise is to identify two possible exhibits for your lens analysis essay.

Research

First review the instructions for Assignment 2. Then conduct some research to find two potential exhibits for your lens analysis essay. Remember that your “exhibit” is the advertisement that you will be analyzing in your essay. It must be a static advertisement (i.e. not a video); for example, a student could choose a highway billboard, a movie poster, an online advertisement, a subway advertisement, a newspaper or magazine advertisement, or even a flyer. However, the advertisement does not have to be in English. Strong advertisements for this assignment are usually primarily visual. You should find:

  • one advertisement that contains an explicit or obvious monster or monstrous image. Two examples are:
  • one advertisement that does not contain a literal monster but rather is conceptually monstrous. In other words, you should be able to argue that something about the exhibit is monstrous as defined by Cohen. Three examples are:

A great website to search for print advertisements is: http://www.adsoftheworld.com

Writing

Provide a copy of and/or link to each of your advertisements as a comment below.

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36 Responses to Exercise 2.2

    • Woo Ree Heor says:

      Dear Bridget,

      Good work! Both of these are great options. Choose the one that you feel most interested in analyzing and writing about. It may turn out that one gives you more to explore than the other.

      Prof Heor

    • Woo Ree Heor says:

      Dear Raj,

      Both of these are good options. However, the Lamborghini ad seems like it’s not a full image (seeing that the texts are cut off), so if you choose it as your exhibit you’d have to find an uncut version. Choose which one of these two that most interests you.

      Prof Heor

    • Woo Ree Heor says:

      Dear Deanna,

      These are both great selections. I think the poster for It Follows may give you a bit more to analyze in terms of visual subtlety, but the other one could be an interesting exhibit if you could effectively argue how “monstrous” it is. Bearing that in mind, choose the one you’re more interested in.

      Prof Heor

    • Woo Ree Heor says:

      Dear Victoria,

      Good selections! I think, however, that the “Deep Blue” one will give you a bit more to analyze, so I’d recommend focusing on that one going forward.

      Prof Heor

    • Woo Ree Heor says:

      Dear Jahquan,

      Both are good options. I think the ad for White Veneer would make for an interesting analysis if you can effectively make an argument that something in the poster is monstrous. Choose which of these two most interest you.

      Prof Heor

    • Woo Ree Heor says:

      Dear Amber,

      The It images are interesting but they are not advertisement. On the other hand, I think the Greenpeace poster could be a good exhibit if you could successfully argue that the image is monstrous in some ways. I’d recommend choosing that or finding more options.

      Prof Heor

  1. christos says:

    Explicit or obvious monster or monstrous image:
    https://www.alamy.com/stock-photo-mcdonalds-coca-cola-billboard-advertisement-53391481.html

    Monstrous as defined by Cohen:

    • Woo Ree Heor says:

      Dear Christos,

      This is only half the homework assignment. The McDonalds ad in the link doesn’t seem to contain any explicit monster like you indicated. Review the homework instructions and search for another option.

      Prof Heor

  2. Moshe says:

    Explicit or obvious monster or monstrous image:
    http://www.fastcompany.com/40489472/comcast-gets-creepy-with-this-horror-short-to-promote-home-security
    This ad uses the holiday of Halloween, dedicated to being spooky, to promote a home security system by Comcast. They are not showing the usual (badly acted) invading burglars, but instead are using Halloween themes to convince potential purchasers that “monsters” can hide behind masks.

    Monstrous as defined by Cohen:
    http://www.medicaldaily.com/govt-launch-new-54-million-graphic-anti-smoking-campaign-239945
    The new CDC ad shows Shawn Wright who had a tracheotomy after being diagnosed with head and neck cancer.

    • Woo Ree Heor says:

      Dear Moshe,

      While the Comcast ad is very interesting, it would not work well for this assignment because it’s a video commercial. On the other hand, I think the CDC ad could be analyzed insightfully in your essay. I’d suggest choosing that ad or searching for more options.

      Prof Heor

  3. Yixiao Chen says:

    Explicit / Monstrous poster: https://www.google.com.hk/search?safe=strict&biw=1920&bih=944&tbm=isch&sa=1&ei=KO7DW6aOOMy5ggeZi4OgAw&q=Alien+movie&oq=Alien+movie&gs_l=img.3..0j0i30k1l9.111564.115987.0.117202.3.3.0.0.0.0.96.241.3.3.0….0…1c.2j4.64.img..0.3.240….0.vZQ_WFLFUpM#imgrc=IayOX-S6-oWwzM:
    The post-use the Alice as the monster to attract people, and make attention.
    Monstrous as defined by Cohen :
    https://www.adsoftheworld.com/media/print/ammeloo_finless_grouper

    • Woo Ree Heor says:

      Dear Yixiao,

      The link for the Alien ad is a bit broken, but both look like good options. Think about which ad will give you more to explore in terms of analyzing, and choose the one that interests you the most.

      Prof Heor

    • Woo Ree Heor says:

      Dear Sumra,

      These are good selections. The American Horror Story ad is a great fit for this assignment, but the PSA could be interesting if you can successfully argue that something in the poster is “monstrous.” Choose which one of the two would be more interesting for you.

      Prof Heor

    • Woo Ree Heor says:

      Dear Irene,

      The second one is interesting, but doesn’t seem like it’ll give you much to analyze. The first link looks like a good selection, on the other hand, but I’m not sure which ad you’re choosing for your exhibit. Select the one that you find “monstrous” and interesting in terms of analysis.

      Prof Heor

    • Woo Ree Heor says:

      Dear Hedy,

      The first link is a bunch of images instead of just one image, so if you choose this as your exhibit, you’d have to choose one or two to focus on. The images that show meat inside of leather products look like they are supposed to work as a poster, so one or two of them would be a good choice.
      The second one seems interesting as well, but the image is too small to make out details as it is.

      Prof Heor

  4. Sherin Azad says:

    Explicit: https://goo.gl/images/jjHeZb

    Monstrous as defined as Cohen: https://goo.gl/images/cJq9ut

    Based on my understanding of Cohens writing, I believe the second image would be a great choice to break down and analyze further.

    • Woo Ree Heor says:

      Dear Sherin,

      Both of your selections are good (not just the second one). If the second image interests you more, going with that would be great. As you’ve mentioned, remember that your analysis should be based on Cohen’s arguments about monsters.

      Prof Heor

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