Paper 2: Genre Analysis (including drafts and feedback)

First Draft In literature, genre is defined differently than how I was thought as a child. A genre is a material entity which enable us to enrich the idea of a discourse community by giving discipline and focus to the study of the unities of language and society. (Devitt, Bawarshi, and Jo Reiff, 542) Genres are the foundation in the advertising industry. Instead of considering genre as response to a recurring rhetorical situation (Devitt, 576), I find that this advanced definition allows me to look closer in my field of study and analyze the significance of my major. Advertising is based on one recurring quality, happiness. The source of this joy comes from advertisements, whether on paper, through commercials, digital, etc. My genre is print advertisements found in magazines and online. I choose perfume ads because the task of defining smell through pictures and words is an interesting challenge. Although the three genre samples all sell the same product, the appeals and the structure of the advertisements vary greatly. Knowing the genre, therefore, means knowing such things as appropriate subject matter, level of detail, tone, and approach as well as the usual layout and organization. (Devitt, 577) This form of advertising can be accessed and understood from any young adult to the elderly. Although anyone who can purchase a magazine or has access to the internet can attain these advertisements, not everyone can understand the framework behind the images. Studying why different people many find one genre appealing but not another is advertising. The first advertisement I chose is selling a perfume through the use of sexual appeal. The picture contains no logos (numbers or statistics) to convince you to buy this item. The producers of this image put only a naked women in the photo and wrote Hypnose Senses: Unveil your sensuality over her bare back. The power dynamics is held in the simplicity of this ad. While the use of sexual appeal may be distasteful to some, this ad appeals to both men and women. The women desire to appear as the model and buying the product will somehow make them feel as beautiful as the women in the picture. The men hope that buying this perfume for will make the women they are buying it for appear and feel beautiful as well. The fact that the women, the name of the product, and the phrase Unveil your sexuality is the only thing on the advertisement shows that this discourse community focuses a great deal on beauty.

The second advertisement I chose is from a commonly known brand, Polo Ralph Lauren. This cologne ad is direct solely towards men. The main attraction with this ad is the use of color, dark green and gold, to make the photo appear extravagant. Also, the men playing polo inside the bottle gives a sophisticated appearance to the product. The genre sample uses logos in stating this cologne is the 30th anniversary edition and A new classic in the Ralph Lauren tradition makes the consumer consider the products history and therefore have an inclination to purchase it. This company has created an image and a name which most adults know. Keeping their advertisements straightforward and professional makes the cologne and the company appear established. The third advertisement was unlike the first two genres. A cursive poem in the middle of a peaceful Paris street creates a lighthearted scene which I believe speaks mainly to women. This ad took an emotional approach which appeals to our own sense of beauty; The air is suddenly like silk, the heart is as soft as satin. I think most readers can understand and appreciate this high spirited text. The power dynamics from this advertisement comes from the poet who appeals to our younger self. The image of a man playing a music box and a monkey joyfully dancing touches the readers, which makes us more willing to trying the product. The poem ends with the name of the product in big, bold letters Indiscret (translated to English means indiscreet), which encourages the consumers that they will be careless and free if they use this perfume. This discourse community has many different appeals with genre. Whether it be sexual, professional, or lighthearted, the creators of the genre always look at who their consumers are and which appeal will unconsciously persuade them to buy their product. The essence of advertising comes from its genres. Having A better understanding of genre may help us understand better how writers know when and what to revise (Devitt, 582).

Work Cited
Devitt, Amy J., Anis Bawarshi, and Mary Jo Reiff. "Materiality and Genre in the Study of Discourse Communities." National Council of Teachers of English 65. No. 5 (2003): 541-58. Print. Devitt, Amy J. "Generalization about Genre: New Conceptions of an Old Concept." College

Composition and Communication 44.No. 4 (1993): 573-86. Print.

Final Draft
In literature, a discourse community and genre are intertwined. Genre is defined differently than how I was taught as a child. A genre is an entity which enable us to enrich the idea of a discourse community by giving discipline and focus to the study of the unities of language and society (Devitt, Bawarshi, and Jo Reiff, 542). Genres are the foundation of the advertising industry, in which they serve as a rhetorical response to appealing and persuading people to buy a product. But instead of considering genre as only a response to a recurring rhetorical situation (Devitt, 576), I find that these advanced definitions together helps me to look closer in my field of study and analyze the significance of my major. Advertising is based on one recurring quality, happiness. The source of this joy comes from advertisements, whether on paper, through commercials, digital, etc. My genre is print advertisements found in magazines and online. I chose perfume ads because the task of defining smell through pictures and words is an interesting challenge. Although the three genre samples all sell the same product, the appeals and the structure of the advertisements vary greatly. Knowing the genre, therefore, means knowing such things as appropriate subject matter, level of detail, tone, and approach as well as the usual layout and organization (Devitt, 577). This form of advertising can be accessed and understood from any young adult to the elderly. Although anyone who can purchase a magazine or has access to the internet can attain these advertisements, not everyone can understand the framework behind the images. Studying why different people many find one genre appealing but not another is what makes advertising so complex and intriguing.

The first advertisement I chose is selling a perfume through the use of sexual appeal. The picture contains no logos (numbers or statistics) to convince you to buy this item. The producers of this image put only a naked women in the photo and wrote Hypnose Senses: Unveil your sensuality over her bare back. The word Senses is italicized to your attention is drawn to the word. Consumers are encourages to use their senses, sight for the ad and smell for the perfume, to become aroused by the product. The use of a light pink background and lighting makes the women in this advertisement appear pure and heavenly. This is a further comforts women that its possible to unveil your sensuality while still appearing innocent. The power dynamic is held in the simplicity of this ad. While the use of sexual appeal may be distasteful to some, this ad appeals to both men and women. The women desire to appear as the model and buying the product will somehow make them feel as beautiful as the women in the picture. Men hope that buying this perfume will make the women they are buying it for appear and feel beautiful as well. The fact that the woman, the name of the product, and the phrase Unveil your sexuality is the only thing on the advertisement shows that this discourse community focuses a great deal on beauty. The second advertisement I chose is from a commonly known brand, Polo Ralph Lauren. This cologne ad is direct solely towards men. The main attraction with this ad is the use of color, emerald green and gold, to make the photo appear extravagant. Also, the men playing polo inside the bottle gives a sophisticated appearance to the product. They know who the product appeals to and successfully produce an ad which attracts their type of costumers. The genre sample uses logos in stating this cologne is the 30th anniversary edition and A new classic in the Ralph Lauren tradition, which makes the consumer consider the products history and therefore have an inclination to purchase it. This company has created an image and a name which most adults

know or have heard of. Keeping their advertisements straightforward and professional makes the cologne and the company appear established. This ad promotes strength, grace, and beauty, which is another example of this discourse community being based solely on beauty. The third advertisement was unlike the first two genres. That fact that it is drawn and contains text to emphasis not only the product, but beauty in general makes me think that it is targeted mainly towards women. This genre contains elegance, not only of the eyes but of the heart. A poem written in cursive in the middle of a peaceful Paris street creates a lighthearted scene and takes the reader into a fantasy world. This ad takes an emotional approach which appeals to our own sense of charm; The air is suddenly like silk, the heart is as soft as satin. I think most readers can understand and appreciate this high-spirited text. The power dynamics from this advertisement comes from the poet who brings out the readers younger self. The use of white and yellow brings an innocence to the advertisement. The image of a man playing a music box and a monkey joyfully dancing touches the readers, which makes us more willing to trying the product. The poem ends with the name of the product in big, bold letters Indiscret (translated to English means indiscreet), which tells the consumers that they will be careless and free if they use this perfume. Although this advertisement is a drawing, I think this different use of pathos, appealing to our sense of love, is the best adverting strategy in the industry. This discourse community has many different appeals with genre. Whether it be sexual, professional, or lighthearted, the creators of the genre always look at who their consumers are and which appeal will unconsciously persuade them to buy their product. Having A better understanding of genre may help us understand better how writers know when and what to revise (Devitt, 582). Logos is used very little in advertisements because the main appeal is from

pathos. The essence of advertising comes from its genres and without genres, the discourse community could not successfully achieve its goals.

Work Cited
Devitt, Amy J., Anis Bawarshi, and Mary Jo Reiff. "Materiality and Genre in the Study of Discourse Communities." National Council of Teachers of English 65. No. 5 (2003): 541-58. Print. Devitt, Amy J. "Generalization about Genre: New Conceptions of an Old Concept." College Composition and Communication 44.No. 4 (1993): 573-86. Print. Appendix A

Appendix B

Appendix C

Peer Review

1. Your essay was very well written but it needs to be formatted correctly. I would use standard MLA format such as double spacing. There were very few surface issues that you need to correct. You showed a thorough understanding of our readings and I liked that anytime you made a claim regarding one of your genres you had evidence from the reading to support it. Your essay flowed very nicely and even though I know nothing about advertising I was enticed by what you had to say. Other than fixing your formatting and surface issues there is nothing else I think you need to change. - Darian Maurer 2. I commend you for quote selections in your paper, I feel as though they added

tremendously to the points that you were making. There are a few things that I think your paper could benefit from, such as, including what the analysis of the genre says about this discourse community and how this genre helps in achieving their goal. Also, I think you should to mention what rhetorical situation this genre answers to (obviously the need to get the word out for their product and reel the customers in). Another thing that you can should touch on is how the use of color affects the overall poster and develop your ideas on the power dynamics at play (whos in control in this genre?). You did a good job of including the different appeals each poster utilizes to get their message across with. Overall I think youre on the right track, you just need to go in and hit the points that your paper is missing. Otherwise, good paper! - Gabriela Lozada