CMNS223B&C Assignment 2 brief
Presentation & report. Due 19th October (223B) & 22nd October (223C) – 30% of total grade
This assignment is a one minute recorded presentation that functions as a “pitch” for a new advertisement, in
addition to a 1000 word written report that provides a theoretical justification for that new advertisement. You must
select a brand, product, service, company, charity, politician, political party or anything that would be advertised, and
use this as the focus of your new proposed advertisement. This could be the same brand as in assignment 1, or it
may be a new brand.
To provide the theoretical basis for your discussion you must select the relevant assigned readings from one of the
• Habitus & classification (week 3)
• Luxury (week 4)
• Representation & identity (week 5)
• Desire (week 6)
You should discuss concepts and ideas related to one of these topics based on materials from in-class and the
assigned readings for the relevant week (available on MyCC). You must refer to one the assigned readings in your
written report, and should not include references to additional outside sources. The concepts you use should inspire
the approach your ad pitch takes. You can design any kind of advertisement you wish, but you should use a
discussion of key theories from the readings and in class as well as your own critical perspective to reflect on the
decisions that you have made about this advertisement.
Your one minute presentation takes the form of a role playing exercise. You are taking the role of someone working in
the advertising industry, and you are proposing this ad to your client (the brand that is being advertised). Your aim
should be to convince the brand that the ad you are proposing will be successful, and is unique and different to the
ads that they are already running. You should consider what forms of presentation might be useful to best
communicate the content that you are presenting.
Your report and presentation will be marked according to the following criteria:
Knowledge and understanding
Your report should include thoughtful discussion of theories and ideas relevant to this course that demonstrates to
the reader your knowledge and understanding of the material. You should include multiple references to concepts
from class and from the assigned reading that corresponds to your topic. Your advertisement pitch should also help
to demonstrate your understanding of the key theories and ideas related to your topic.
Your report should include your own critical perspective to take concepts from the academic literature and apply
them to your discussion. Your report should be self-reflexive and consider the meanings and implications of these
concepts in light of the campaign you have discussed. Your advertisement pitch should also reflect your critical
perspective from the discussion in your report.
Presentation and communication skills
You should consider what you are including in your presentation in terms of both form and content. Your video
should be clear and fit the time requirements, and should consider the audience as your videos will be marked and
screened during class. Creativity is most welcome and you should feel free to make whatever use you can of clips,
stills, props, improvised costumes, special effects, or anything else to hand if you wish. If you have any questions
about your approach then please let me know. Your report should be written using clear language and carefully
proofread. All references, quotations, and paraphrased passages must be properly cited and appear in your
bibliography in an appropriate bibliographic style of your choice (APA, MLA, Chicago, or Harvard). Your
advertisement should show development in comparison to the previous assignment, or the equivalent of this if you
have decided to change the brand you are focusing on.
You should submit your written report in PDF or Word format, and your video in any common video format (mp4,
m4v, avi, mkv, mov) – make sure you have properly exported your video file! You must submit your assignment by
11:55pm on the due date, and if you do not submit your assignment by this time it will be considered late. If you
require an extension for any significant reason then you must email me in advance.
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