Assignment 1: The Subvertising Campaign

Draft Due: 2.5 | Final Due: 2.10

[Description]: This assignment asks you to read the visual rhetoric and genre standards of an
advertising campaign of a company whom you disagree with. Then you will use your Photoshop skills
to subvert it. Your complete PDF assignment should include four images and a cover letter up-loaded
to your blog through scribd.com. Try your hardest to choose a campaign that hasnt been subverted
before (please, no McDonalds) and that passes the Scattegories test.

01. [Genre]: Changes must visually appear to fit in with the original ad: think color scheme, font,
size, smooth edges, etc. Your final product shouldnt look photo-shopped.

02. [Campaign Message]: Each image must perpetuate a similar message but in a unique way.
You should be targeting something specific about how the organization portrays itself. For instance,
the first ad argues not just that McDonalds is bad for you but that McDonalds specifically makes the
claim on their website: McDonalds encourages people to integrate fitness into their lives through
nutritional and worldwide efforts, while simultaneously serving some of the unhealthiest food around.
Figure 1, below, then, targets that contradiction. Figure 2, in contrast, although it may be visually
interesting, isnt attacking anything specific about McDonalds. Nor does Figure 2 mimic an ad. The
goal is to have the audience understand what youre critiquing. So, you need to have a specific target.

Figure 1: Notice the clear message and mimicking of a McDonalds ad. One might wonder
However, if the type of fat shaming occurring in the subvertisement improves or obscures
its message.

Figure 2: Less of a clear message. What is the link

Between terror, the baby, McDonalds, and the
multicolored form?

03. [Hidden Message, Obvious Message, Explanatory Text]: One image must be
subtle/covert. One must be overt. And one must include some text discussing what youre critiquing
about the original ad/company. The next two photos are obviously overt. The first one has some good
explanatory text, though its placement is hard to read, off balance, and doesnt really follow the genre
standards of McDonalds ads.

Figures 3 and 4: Figure 3 has good explanatory text; both have an obvious
Message, Both have a nice spin on McDonalds slogan Im lovin it.

This giraffe subvertisement does a good job critiquing McDonalds claims to support world
conservation with the fact that, that claim doesnt really have anything to do with (and probably
attempts to purposefully distract from) the poor quality of their food. A failure in logos. It also
continues to follow the visual genre standards of a McDonalds ad.

Figure 5

04. [Mimicry]: At least one of the images must be based on real advertisements that you will supply
in your final piece.

Figures 6 and 7

05. [Bonus 2 points]: Extra/Optional guerilla ad that incorporates environment

The optional Guerilla ad asks you to incorporate what you know about size, shape, color, etc., and
match it in an interesting and thought provoking way with an already existing environment. Your
Guerilla ad should follow the same theme and argument as your three print ads but should be made to
look to appear in an environment. See the following:

Figure 8

Figure 9

06. [Cover Letter]: A one-two page, single-spaced cover letter explaining how your campaign fits
the requirements: what youre specifically critiquing; the visual rhetoric choices made in each image;
how it uses ethos, pathos, and logos; and the desired effect on the audience. Think of these one-page
cover letters as a pitch to a client regarding why your campaign should be selected (or given an A).

Full List of Requirements

1. 4 subvertisements
2. Across those 4 subvertisements you must fulfill the following 4 requirements (you dont/cant
fulfill all the requirements in every image):
a. One overt,
b. one covert,
c. one with text,
d. one based directly on another ad.
3. The Guerilla ad is optional, not a requirement.
4. 1-2 page single-spaced cover-letter /pitch.

Assignment 1: The Subvertising Campaign

____Technical Skill (15 points)
Photoshop is utilized effectively (sprezzatura)doesnt look photoshopped.
Image boundaries are smooth.
Skills taught in class as well as skills learned on students own are well-/demonstrated.
____Genre Standards (15 points)
Ad follows the genre standards of the corporation being critiqued: mimicked font, color choice,
layout, etc.
____Complex Argument (20 points)
Argument is complex and specific, not broad.
Argument refers to something specifically about the corporation.
Argument is clear to an audience that doesnt have a cover letter to read.
Arguments considers how it will appear to multiple audiences.
____Visual Rhetoric Savvy (15 points)
Ethos, pathos, and logos are readily perceivable and effective.
Donald Normans three levels of design are perceivable and effective.
Beyond genre standards, layout is well-balanced, colored, and arranged.
____Campaign Cohesiveness (15 points)
Elements go together to create a cohesive wholeits a campaign, not just four separate
images.
____Assignment Requirements (5 points)
All elements are there (see above): three subvertisements (one overt, one covert, one with text,
etc.); one guerilla advertisement; one-page cover letter.
____Cover Letter (15 points)
Explains the campaign effectively and rhetorically, using language from the readings and class
discussions.
______Total (100 points)
Comments: