We are all consumers in a global marketplace.  Some items we purchase relate to survival and daily living; other goods and services are "extras."  As part of the marketing game, advertisers want to stir up feelings within you regarding their product(s) or brand name(s).  The more you see an item as "essential," as a "need," or representing aspects of living you value the more apt you are to purchase it.  But, have you ever stopped to think about the educational message(s) within the advertisements?  The marketing angle must do some sort of educating in order to move you to make a purchase.  What are consumer advertisements saying to the general public?  What do they communicate about science, and more specifically chemistry?  This last question is the one you should explore for this course and start considering with this assignment.

Instructions:

1. Based on our class definition of chemistry, find an advertisement that is related to chemistry by looking through one of the journals or magazines listed below.  If you'd like to choose a different publication that interests you, please feel free to do so.
2. Photocopy the advertisement (Hint: use the "photo" option on the copier so that it doesn't get too light or too dark during reproduction).
3. Legibly write the complete citation on the back of the advertisement (TitleYear, Volume Number(Issue Number), page number.   Example:  Time 2002, 157(4), 48.)
4. Write a 2 page reaction to the advertisement from your prospective as a chemistry student and member of society interested in science.  Make sure to consider the questions below, include a photocopy of the advertisement with your work, and include the citation for the advertisement.  It is possible that not all the listed questions will pertain to your selected advertisement.
5. Specifications for the paper: Computer word processor, margins = 1 inch, font size = 12 pt., line spacing = 1.5.  Make sure you spell check and review your grammar!

Questions to address:

• What is your initial reaction to the advertisement?
• What product(s), brand(s), or company is the advertisement trying to sell?
• What relates the product(s) or company in this advertisement to chemistry?
• How is chemistry being portrayed in this advertisement?  Take time to do a little bit of research about a specific chemical portrayed in the ad; look in the science library or on-line for related information.
• Is the science reasonable (i.e. do you as a member of the general public think so)?
• How are living organisms interacting with the product(s) or company?
• How does the art work relate to the chemical message?
• What message, about chemistry, is ultimately being sent to the general public?
• Why do you think this is (or is not) a realistic portrayal of chemistry and other natural sciences in U.S. society?
• Does the advertisement appear ethically sound?
• After considering the above questions, what is your reaction to the advertisement now?

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