Out-of-Class Group "Badvertisement" Project

For our in-class exercise, we deconstructed several ads to reveal how they craft complex associations between products and contexts-particularly how they use advertising strategies that depend on stereotyped categories of race, class, gender, sexuality, age, etc.

For our out-of-class ad project, your same group will collectively re-design an advertisement for this same product, but in such a way that it poorly markets the same product. In short, your group should create the worst ad possible for this same product.

How to complete the assignment

The object of this assignment is NOT to simply reverse or exaggerate these advertising strategies in a mechanical way; nor should your project employ or invent offensive stereotypes (of course). Likewise, the goal here is NOT to create an "ad subversion" that deliberately strives to undermine the product and its message (like Barbara Kruger does or the Adbusters examples). Again, do NOT model your project on any of these types of subversive ads.

Instead, you should create a "badvertisement"--an ad that actually tries to sell the product, just in an very ineffectual way. A badvertisement uses all the "right" strategies to make all the "wrong" associations between the product and its context.

Step 1: Brainstorm with your group

To get into the spirit of this assignment, you might imagine that you are new advertising associates assigned to this product's account, but unfortunately, you're really bad at your job.

Now, in this mindset, come up with a concept to sell your product, and the visual, textual, and/or other advertising strategies you want to use to promote it. The ad you create will superficially appear to follow all the "rules" of advertising quite well (name the product, associate the product with a desirable "image" in an eye-catching layout, etc.); however, on second glance the ad's marketing strategies will completely ruin the product's appeal.

For example, a badvertisement for a brand cigarettes that targets a female audience (like Virginia Slims, Capri, etc.) might feature a conservatively styled, middle-aged, white woman wearing a lab coat in a bright medical setting. She frankly faces the camera, holding a clipboard under one arm and a pack of cigarettes in her other hand (brand name clearly visible). The text, in a plain/scientific font, next to her face might read: "I'm not a doctor, but I know it's important to me to research what I consume. In test after test, medical studies show that the satisfying taste of Virginia Slims causes fewer wrinkles than any other leading brand."

The above badvertisement earnestly employs many of the strategies we often see in ads. A reliable-looking scientific-type person--somewhat progressive since it's a woman instead of a man as an authority figure, but still depending on exclusive race, age, and class concepts of who is "reliable"--tells us a product is good to use and why, citing evidence. Unfortunately, this ad links cigarettes with inevitable premature aging (wrinkles), ill health (medical setting and medical testing--cancer?), and work (not a carefree, outdoorsy fun product for leisure time). It also implies rather blatantly that consumers should research products themselves rather than trust the company, the medical professional, and the ad itself--a big advertising no-no. Further, the ad is wordy (its message isn't immediately, or at least quickly, clear to the reader) and the visual image might connote a rather sterile or negative environment--maybe even a confrontational or hostile memory at a doctor's office.

Step 2: Create your Badvertisement

Now physically implement those visual, textual, and/or other strategies for your ad. You can use any tools you'd like. Play to your group's strengths: Are you a bunch of computer geniuses? You might create the project using digital imaging with Photoshop or a similar program. All artists? You might paint or draw the project. Film or radio fans? You might record a 30-second spot featuring your group members with a DV camera or audio recorder. None of these? Then you can always get creative by cutting & pasting from magazines. Or you might decide to use a combination of these or other methods--just be creative.

Be sure to work together as a group while conceptualizing, implementing, and polishing your ideas for your badvertisement. Everyone should contribute an equal amount of work, and everyone should present the badvertisement you created together. Folks who coast on the work of others will receive a penalized grade that accordingly reflects their lack of involvement in the group project.

Step 3: Pitch your badvertisement

Completed projects are due by the date listed on our schedule, when we will all share our results in a short (1-2 minute) ad pitch "in character" as advertising associates to the rest of the class. Type up and turn in a short paragraph to accompany your badvertisement, explaining why it is a badvertisement instead of an advertisement (compare it to your original ad and explain which strategies you used, why it now makes the "wrong" associations, etc.)

Grading

Your group project will be graded on the amount of thought and effort invested in and conveyed by your badvertisement. That is, the final project should demonstrate your creativity and engagement with the assignment. I don't expect your computer skills to rival those of Bill Gates, your drawing capabilities to rival Georgia O'Keeffe's, or your vocal command to rival James Earl Jones's; however, you should demonstrate more detail and effort than simple clip art or stick figures.