Coursework 2: Individual essay
The essay will contribute 60% of the course grade. Write an essay of up to 3000 words (+10%, excluding reference list) responding to the following task:
In what ways can the uses of intertextuality, symbolism and polysemy in advertising assist brands in achieving their marketing objectives?
The essay must be typed double-spaced in 12 point type, and Harvard style citations must be used to support the work theoretically with references to academic work. Sub-headings may be used within the essay. Examples are required- please paste JPEG visuals of ads (print ads, posters, or screenshots of TV ads) into the body of the essay so that the relevant text is juxtaposed with the relevant image.
The essay will receive credit for explaining the three concepts coherently, applying them relevantly to a series of examples, and for evaluating their possible usefulness to brands in a plausible and well-informed discussion. Attention should also be paid to grammar, spelling, clarity and fluency of expression, correct use of references and points made should be well-supported by evidence, reasoning and/or citations to relevant published work.