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Essay Assignment #1: Comparative Advertising 4-5 pages due in LECTURE on 03/02/16 As we have seen, advertising techniques and methods changed dramatically in American history. This essay will require you to engage in a comparative exploration of advertising over several decades. You have the choice of three possible essay topics; please write an essay on only one of these topics: 1. The historian Roland Marchand has argued that advertisements changed dramatically in the period 1880-1940 in both form and function. Demonstrate and explain this shift within its historical context using the ads provided in Packet #1. How did advertisers in the automobile industry sell products in this period? Why did they use these techniques? 2. Using the sources in Packet #2, explain the uses of advertising during three periods of conflict in the United States: the American Revolution, the Civil War, and World War I. How did the ads reflect larger themes in American society? Why did advertisers use these techniques? What does this tell us about the role of consumers during wartime? 3. Analyze the meaning and uses of gendered and racialized imagery and language in the advertisements produced between 1890 and 1940 available in Packet #3 and explain their historical context. Why did marketers use these images during this era? What does this help us understand about the roles of men and women and people of color in this era?

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