Miami Dade Community College Culture and Consumption Essay

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Choose an advertising campaign (not a singular 

advertisement) for a particular product or service that has print and 

video ads and do a deep semiotic reading discussing how you think 

culture is being reflected (and perhaps affected) by the campaign. What

cultural myths/beliefs (like conspicuous consumption, the American 

Dream, individualism and dissent, etc.) is the ad campaign perpetuating 

or deconstructing? What stereotypes (about race, class, gender, sexual 

orientation) is the campaign perpetuating or deconstructing?

The  following are just some questions to help you think about the types of  abductive arguments you will make in your essay; you are not meant to  follow them like an outline. Some may be more relevant than others to  your particular arguments:

  1. How is the advertiser using culture to sell the product? (Think  about Robert’s essay about the culture of conspicuous consumption or  Frank’s essay using the culture of dissent/counterculture).
  2. How is the product marketing to specific demographics?
  3. Are there different types of ads for the same product targeting different demographics?
  4. Analyze the ads using the questions on page 30. Are the ads appealing more to logic, emotion, or credibility?
  5. Is the campaign exploiting stereotypes or deconstructing them? (Think of Craig’s essay).

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