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We are looking for an independent and original case study of an advertising campaign. Please agree your choice of topic with us – it should be distinct from the subject of your seminar paper – but feel free to study examples from all parts of the world, from the past as well as the present, and from the public and not-for-profit sectors as well as the corporate world. Remember you’re studying a specific campaign. Make sure you have enough raw material for a proper case study – one simple ad that interests you may not be enough on its own. Similarly don’t try to cover too much – all the advertising for a major brand, for example.

Whatever the topic, we expect you to apply the lessons of the module as you consider the ways in which advertising has been used: supply information and examples, and use images and other material as appropriate, but make sure you develop your own arguments and draw your own conclusions. We want you to be critical and analytical, not just offer description.

There’s no set pattern for the case studies, but making sure you cover the following points may be useful:

·Introduction: brief description of the situation/background

·Why was advertising being used (this may not always be as obvious as it seems)? Were other promotional techniques used?

·How was advertising used?

·How effective was the advertising?

·What – if any - general conclusions can be drawn from the example you have studied? Try and relate your case study to what we have looked at during the module.

The case study should be 2,000 words in length or the equivalent: as an alternative to presenting it written form, feel free to present it in electronic/broadcastable form. Whichever format you use, the work must be properly referenced, with a bibliography/list of sources (if necessary this can be supplied as a separate sheet of paper). Hand in two copies with the usual marksheet to the undergraduate office.

DEADLINE FOR SUBMISSION OF CASE STUDY – TUESDAY 28 APRIL

2 copies plus marksheet to undergraduate office.

第二篇：

1论文科目类：

media studies

2:论文字数：
3000words?

3:论文deadline：
4月20日

4:论文格式
Case study

论文要

An analysis of a media event of your choice.? This analysis should be around 3,000 words in length. (60%) (Submission Date April 20th)

The analysis sets out to display your powers of analysis, rather than showing that you have read all the reading that is set.? Focus down rather than up – it would be better to have a very close reading of a small section of an event rather than a superficial reading of a whole event.? You can, however, use examples from your reading to develop your argument.? Do not be afraid to disagree with the theorists.

邮件附上的attachment是第二篇参照物，具体内容按照此篇关于奥运的短文来写。

Beijing Olympic Games

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