advertisement comparison essay

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Two Advertisement Analysis

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Published: Mar 20, 2024

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Table of contents

Advertisement 1: nike, advertisement 2: coca-cola, comparison and conclusion.

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Advertisement Analysis Essay: Steps, Tips, Insights, & Example

Conventional selling methods that entail rational thoughts are no longer effective.

Today, advertisements that motivate the viewer or reader to take deliberate action stimulate emotion.

Therefore, knowing how to write an advertisement analysis essay correctly is an essential skill that all marketing or business students should master before graduation.

Advertisement analysis essays, also known as ad analysis essays, are quite popular among students.

Such essays are more about ad reviewing and have a specific format that should be adhered to.

What is an advertisement analysis essay, and how do you correctly write one? Keep on reading to find out more.

What is an Advertisement Analysis Essay?

An advertisement analysis essay is an academic essay that needs the student or writer to study an advert properly.

The essay is typically written about a television or print commercial, and it aims to disclose any hidden messages featured in the advertisement which might be misleading or false.

This can be achieved through studying different aspects like gender, used color schemes, age of the target market, and even the genre of music featured, among other things.

For instance, you can highlight how advertising primarily gives males dominant positions over women through virtually all details displayed in the advert.

A counterpart will then have to examine the same advert from the standpoint that it treats both genders equally, thus eliminating any preconceived thoughts about gender discrimination.

Nonetheless, even though ad analysis essays focus on specific works, whether visual or print, the analysis can be stretched to cover how media is used in audience manipulation.

You can, for instance, have an ad analysis essay that compares and contrasts gender roles across different ads or TV programs like soap operas and commercials.

And one great advantage that this kind of essay has over other essays written on the same topic is its ability to use several sources in backing and supporting an argument, and this not only shows that you have conducted thorough research on the topic but also proves your point.

Steps for Writing a Critical Analysis Essay for an Advertisement

Writing an advertisement essay is as simple as keenly reading or observing the advert and then interpreting its meaning to the target audience or exploring how well a brand or a company uses the Ad to achieve its marketing functions.

Today, there are many ways to run adverts apart from print media. Online platforms such as Facebook, TikTok, Instagram, and YouTube allow influencers, companies/brands, and marketing agencies to run different ads. Besides, there is also a choice of running ads on commercial TV or radio.

Like a standard academic essay , specific steps should be followed when writing an ad analysis essay.

Below are the steps involved in writing an ad analysis essay like a pro!

Step One: Analyze The Chosen Ad

You can look through magazines or newspapers to find one to discuss if not already provided. Pick an advertisement you understand and have sufficient background information on. Knowing the different parts of an ad and a few advertising methods will help you develop a comprehensive analysis and informative essay.

What five parts of an ad should you look out for? They are;

• A captivating headline
• Relatable color schemes, images, as well as packaging that capture the consumer's interest
• Marketing the benefits
• A call to action
• A memorable tagline

When assessing the advertisement, observe specific factors like the language, graphics, target audience, message, and cultural significance. In addition, the utilized advertising techniques should also be examined.

Step Two: Use Your Introduction to Introduce the Ad

The first sentence of your introduction should be an attention-grabber/hook that attracts your readers. It can be a statement, observation, statistic, or fact.

After selecting and analyzing the specific advertisement, utilize your essay's introduction to offer background details on the service or product presented in the ad.

Next, give a short analysis of the ad's history, mention why the advert seems better than others, and discuss the target audience.

Step Three: Add Your Thesis Statement

Utilize your thesis to mention what the essay will highlight and what the selected advert is doing about achieving its goal. The thesis statement should include the ad's message, whether it is implicit or explicit.

Make sure that the thesis statement is the last sentence in your introduction. A good thesis statement lets the reader know your standpoint before reading the entire essay.

Step Four: Discuss One Point Per Paragraph

Each body paragraph featured in the body of your essay should discuss one central point. For example, you can discuss the ad's creativity in one paragraph and then discuss the methods used to capture attention in another paragraph. This should be elaborate right from your topic sentence to the concluding sentence.

Generally, the body paragraphs should examine the ad and utilize statistics, facts, research, and examples to demonstrate how the advert leads to a specific outcome.

You can, for instance, quote any sensitive language used. Moreover, the body of your essay should explain how the advertising strategies used work and why they were chosen for that particular audience.

You can also compare and contrast the models used in the advert compared to adverts used by competitors to bring in the critical aspect that encouraged a good scholarly discussion.

You should also identify the loopholes in the market that need to be addressed or if there are needs of the target audience that the advert failed to meet.

Every suggestion you make on the advert should be objective and generalized so that the readers can themselves make a subjective opinion.

Do not forget to include examples as well. Besides, you should cite any information you borrow from scholarly sources to avoid plagiarism.

Step Five: Conclude Your Essay

In the essay's conclusion paragraph , summarize your essay, mentioning some of the main points you discussed earlier. You will also need to restate your thesis statement. Remember that the conclusion is one of the most critical parts of your essay. You, therefore, should make sure that it is memorable.

Take advantage of conclusion paragraph starters to write a perfect conclusion that resonates with your readers.

• How to write an outstanding compare and contrast essay . 
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• Case study writing process (guide) for college/university students.

Structure of an Ad Analysis Essay

Introduction

The introduction should mention what the advertisement is for. You should summarize the ad's context, name the product or company, and give your thesis statement. The introduction can be written in any of these techniques; an interrogative introduction, narrative introduction, inverted triangle introduction, minding the gap introduction, or a paradoxical introduction.

Your thesis statement should also clarify what the ad is about and who the intended target audience is. Note that the thesis statement should be placed at the end of the introduction. A good thesis statement includes the following:

• Explicit messages ; the obvious and clear messages
• Implicit messages ; the hidden messages. They include the promises made by the ad to the consumer.

Your essay's body paragraphs should utilize evidence from the advertisement to prove the thesis statement. Make sure to include the following in your body paragraphs:

• A short description of the advertisement. You should present an impartial description of the ad's features. You can explain the ad's appearance, what or who is featured, and the different colors used. Remember that this segment should only describe what the reader or reviewer would see, not how the advert works.
• Discuss the target audience and the publication where the ad appeared. Explain what particular group of people the advert is targeting. You should include the race, education, age, sex, class, and marital status of the intended audience.
• Logical appeals/logos. Clearly explain how the advertisement applies logos to appeal to its target audience. Include a few paragraphs to communicate the advert's use of logos.
• Emotional appeal/ pathos. Elaborate on how the advertisement applies emotional appeals to charm its target audience. Include a few paragraphs to communicate the advert's use of pathos.
• Ethical appeals/ ethos. Clearly explain how the advertisement applies ethos to appeal to its target audience. Include a few paragraphs to communicate the advert's use of ethos.

You should provide a brief summary of your essay, mentioning some of the points you discussed earlier. You will need to restate your thesis statement and remember that the conclusion is one of the most critical parts of your essay.

The conclusion should also explain the ad's cultural significance. Mention the attitudes, beliefs, and values the advertisement seeks to meet.

Ad Analysis Essay Outline

It is vital to develop an essay outline before you start writing your paper, and the outline will serve as a plan for how you intend to approach it. Below is an advertisement analysis essay outline template you can use for your assignment.

• The name and purpose of the ad. Include the brand and authors.
• Summary of ad's context.
• Relevant background information about the company or organization featured in the ad.
• The thesis statement.
• The ad's impact on the target audience.

Body paragraphs

• Proof of the ad's effectiveness on the intended audience.
• Mention a few examples (only where applicable).
• Discuss the components of the ad.
• Discuss the approach used by the advertisers.
• Discuss the impact of the advertisement on its audience.
• Logos, pathos, and ethos of the advert.
• Visual and textual strategies used in the ad.
• In case it is a comparison, discuss the similarities and differences.
• Restate the thesis statement.
• Mention what makes the ad stand out.
• Discuss the intention of the ad.
• Give a general reflection on the advertisement and wrap things up with your opinion.

Follow our guidelines, and you can rest assured of having a perfect ad analysis essay!

Sample Advertisement Analysis Essay

Garnier Fructis Shampoo Advertisement Analysis Essay Introduction Fructis Shampoo is one of the major products manufactured by Garnier, an American company. During one of its promotions to market the product, Garnier posted an advertisement for the shampoo in an issue of Cosmopolitan magazine. The ad focuses on a woman's beauty and how important her hair is to her general appearance in society. Like all other ads, the aim of this ad is to convince consumers to buy the product. Per se, the Fructis Shampoo by Garnier ad seeks to appeal to the target market via implicit messages, audience targeting, cultural significance, language, and graphics. Advertisement Analysis (The Body) Women between the ages of 18 to 40 comprise the bulk of Cosmopolitan magazine's target audience. Most of the magazine's readers are enthusiastic about beauty, fashion, and love. The magazine also features different articles on romance, weight loss, and famous personalities. Grownup females mainly read the magazine to be enlightened about current events and to discover solutions to their relationship and physical appearance problems. Through addressing beauty issues, particularly those that involve a woman's hair, this advertisement strongly appeals to women in this target group via implicit messaging. Most American women place great significance on the appearance of their hair and are constantly searching for services or products that will allow them to align their hair to the latest trends in fashion (Zahra et al., 2022). This ad attempts to capitalize on women's worries about their hair by promising them a "great" solution that will enhance their beauty and boost their self-esteem. Therefore, the implicit messages of this ad promise a woman beauty, strength, and confidence. The language employed in the ad expresses ideas about confidence and strength and boosts the promotion of beauty principles. The advert reads "sleek and shine" written in bold. Ladies often link these phrases with good things since American society highly values sleek and shiny hair. The ad is, however, vague regarding how much shine someone's hair will get following the use of the shampoo. In addition, the ad doesn't also define the term "sleek." And even though these two adjectives are appealing, they are useless as the ad does not mention the "shine" and "sleek" levels that the customer should anticipate. So, even though the ad's phrasing has logical appeal or logos (Elfhariyanti et al., 2021), it seems to convey unsupported information about the shampoo. Unfortunately, most readers don't take a moment to consider the significance of these two terms. The graphics utilized in the advert use pathos by emotionally appealing to the intended group. The gorgeous long-haired model featured on the page is the ad's main subject. The model seems to display qualities that most ladies wish to possess. She has long, shining hair, an oval, blemish-free face, and a slim, tiny body. She also appears to be giving the reader an enigmatic, seductive gaze. The model is a woman the magazine readers imagine is sought-after by men and venerated by women, given that she resembles several other women in TV commercials, movies, and shows (Johnson, 2012). As a result, this ad tends to leave the reader with specific ideas about how a woman should physically look to be deemed desirable and beautiful as per the American Culture. With regard to cultural significance, the ad tends to emphasize the importance of physical beauty in American culture, just like other TV programs and adverts do. The ad seems to imply that a lady may only be considered beautiful if she bears similar physical features as the woman featured in the advert. This ad implies that women can only feel secure about their bodies if they have a specific external appearance. Whereas some individuals think a woman ought to be strong, this Garnier ad insinuates that a woman's strength lies in her beauty as per societal standards. And just like other beauty ads, this particular one uses women's insecurities about themselves to get them to purchase cheap products. Ultimately, such advertising highlights a woman's outward beauty while completely overlooking her internal traits like compassion and intelligence. Conclusion The discussed Garnier Fructis shampoo advertisement uses particular appeal elements to draw the target audience's interest hopefully. These elements include implicit messaging, audience targeting, cultural significance, and language and graphics. Even though the use of these particular elements creates considerable appeal to potential buyers, some of these elements depict an exaggerated value of external beauty at the expense of internal beauty. The ad also seems to convey unsubstantiated facts about the product being sold. Therefore, even though the advertisement does a great job of appealing to the target audience, it can be improved to consider women's inner beauty and provide more factual information. References Elfhariyanti*, A. A., Ariyanti, L., & Harti, L. M. (2021). A multimodal analysis: Construing beauty standard in shampoo advertisement.� Pioneer Journal of Language and Literature ,� 13 (1), 134-147. Johnson, F. L. (2012).� Imaging in advertising: Verbal and visual codes of commerce . Routledge. Zahra, G. E., Rehan, M., Hayat, R., & Batool, A. (2022). Construction of beauty concept by beauty product advertisements: A critical discourse analysis.� Journal of Archaeology of Egypt/Egyptology, � 19 (3), 789-804.

How to Start an Advertisement Analysis Essay

Begin by introducing your thesis by explaining the product you picked as your essay's sample. Thoroughly analyze the product and ask your reader or reviewer if they are familiar with the development of the advertised work.

Note that you do not have to agree with the advertisement's implicit message. Discuss your claims in the essay, as there are no wrong or correct answers about the ad's implicit message. However, you will have to support your claims with reasonable arguments.

Next, inform your reader why the advertising company opted to adopt that approach of advertisement for the product you just discussed, given that there are several other modes of advertising. You should aim to detail why and how the company uses that advertisement mode.

Proceed to compare the organization's present ad model with the previous one(s) and its influence on the product's market, loss, or growth. An ad analysis will bring to light the loopholes and gaps in the market. It is vital always to generalize your remarks in the essay so that the reader can form their judgments personally, without your personal views affecting their decision.

Keep in mind that there are different target markets based on the product. Therefore, you must utilize the appropriate methods to communicate your message.

How to Conclude an Ad Analysis Essay

The essay conclusion should include the product's summary, the advertising mode, and how it has affected market changes. To properly conclude your ad analysis essay, summarize the most critical points of your essay. And most important is to restate your thesis statement without using the exact words in the introduction.

You should also rephrase the thesis statement as part of your concluding paragraph to complete the information loop and offer your readers closure.

In addition, mention whether or not the ad achieved its goal of informing, entertaining, or persuading its target audience. And without adding any new information, including one last sentence to leave the reader with something to ponder.

Tips to Write the Best Essay on an Advertisement

• Introduce the subject that you will be advertising. The readers of your analysis might be unfamiliar with the product or service you are discussing. Therefore, introducing it early enough in your essay will make it much simpler to understand. Regardless of the popularity or content of the advertisement, it would help if you gave a brief description of the ad so that everyone has a clear idea of what will be discussed in the essay.
• Establish what audience you'll be addressing. It is vital to know who you are writing to as this will allow you to focus your essay's content appropriately and permit you to draw special attention to those aspects your readers will be most interested in.
• Understand the purpose of the advert and your main reason for writing an analysis essay about that specific advert. Correctly understanding the ad's intent goes a long way in producing a well-structured paper.
• Take time to create an essay outline before you start writing your essay. Note that the contents of your essay need to be presented in a specific order, so you should plan this sequence before you begin writing the essay itself.
• Keep things simple when writing your essay. Avoid the use of complicated jargon. This will make reading more enjoyable and also meaningful.

Summing Up!

Writing an advertisement analysis essay does not have to be as troublesome as you suppose. Rather, it is an interactive process that enables you to get into the creators' minds, explore how well they did their craft, and suggest areas for improvement if needed.

When analyzing an advert, you need to identify the advertisement's rhetorical appeals (ethos, logos, and pathos). You must also analyze the target audience to determine its values, preferences, attitudes, intentions, and beliefs.

Think about the effects or potential purpose of the advertisement using diction, tone, language, and presentation.

You should be critical enough to determine the rhetoric behind the symbols and non-verbal cues and relate them to the specific brand and the target audience.

Now that you have the facts and access to tips, steps, and a written sample advert analysis essay, you are on the right track. However, sometimes many things come our way, limiting our chances to complete writing essays.

If you feel like you could help writing your Ad analysis essay, our English essay helpers can help. We have professional essay writers who specialize in writing critical essays. They have perfected their craft through the years and can write your Ad analysis assignment faster and more efficiently.

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• Comparing and contrasting in an essay | Tips & examples

Comparing and Contrasting in an Essay | Tips & Examples

Published on August 6, 2020 by Jack Caulfield . Revised on July 23, 2023.

Comparing and contrasting is an important skill in academic writing . It involves taking two or more subjects and analyzing the differences and similarities between them.

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Table of contents

When should i compare and contrast, making effective comparisons, comparing and contrasting as a brainstorming tool, structuring your comparisons, other interesting articles, frequently asked questions about comparing and contrasting.

Many assignments will invite you to make comparisons quite explicitly, as in these prompts.

• Compare the treatment of the theme of beauty in the poetry of William Wordsworth and John Keats.
• Compare and contrast in-class and distance learning. What are the advantages and disadvantages of each approach?

Some other prompts may not directly ask you to compare and contrast, but present you with a topic where comparing and contrasting could be a good approach.

One way to approach this essay might be to contrast the situation before the Great Depression with the situation during it, to highlight how large a difference it made.

Comparing and contrasting is also used in all kinds of academic contexts where it’s not explicitly prompted. For example, a literature review involves comparing and contrasting different studies on your topic, and an argumentative essay may involve weighing up the pros and cons of different arguments.

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As the name suggests, comparing and contrasting is about identifying both similarities and differences. You might focus on contrasting quite different subjects or comparing subjects with a lot in common—but there must be some grounds for comparison in the first place.

For example, you might contrast French society before and after the French Revolution; you’d likely find many differences, but there would be a valid basis for comparison. However, if you contrasted pre-revolutionary France with Han-dynasty China, your reader might wonder why you chose to compare these two societies.

This is why it’s important to clarify the point of your comparisons by writing a focused thesis statement . Every element of an essay should serve your central argument in some way. Consider what you’re trying to accomplish with any comparisons you make, and be sure to make this clear to the reader.

Comparing and contrasting can be a useful tool to help organize your thoughts before you begin writing any type of academic text. You might use it to compare different theories and approaches you’ve encountered in your preliminary research, for example.

Let’s say your research involves the competing psychological approaches of behaviorism and cognitive psychology. You might make a table to summarize the key differences between them.

Or say you’re writing about the major global conflicts of the twentieth century. You might visualize the key similarities and differences in a Venn diagram.

These visualizations wouldn’t make it into your actual writing, so they don’t have to be very formal in terms of phrasing or presentation. The point of comparing and contrasting at this stage is to help you organize and shape your ideas to aid you in structuring your arguments.

When comparing and contrasting in an essay, there are two main ways to structure your comparisons: the alternating method and the block method.

The alternating method

In the alternating method, you structure your text according to what aspect you’re comparing. You cover both your subjects side by side in terms of a specific point of comparison. Your text is structured like this:

Mouse over the example paragraph below to see how this approach works.

One challenge teachers face is identifying and assisting students who are struggling without disrupting the rest of the class. In a traditional classroom environment, the teacher can easily identify when a student is struggling based on their demeanor in class or simply by regularly checking on students during exercises. They can then offer assistance quietly during the exercise or discuss it further after class. Meanwhile, in a Zoom-based class, the lack of physical presence makes it more difficult to pay attention to individual students’ responses and notice frustrations, and there is less flexibility to speak with students privately to offer assistance. In this case, therefore, the traditional classroom environment holds the advantage, although it appears likely that aiding students in a virtual classroom environment will become easier as the technology, and teachers’ familiarity with it, improves.

The block method

In the block method, you cover each of the overall subjects you’re comparing in a block. You say everything you have to say about your first subject, then discuss your second subject, making comparisons and contrasts back to the things you’ve already said about the first. Your text is structured like this:

• Point of comparison A
• Point of comparison B

The most commonly cited advantage of distance learning is the flexibility and accessibility it offers. Rather than being required to travel to a specific location every week (and to live near enough to feasibly do so), students can participate from anywhere with an internet connection. This allows not only for a wider geographical spread of students but for the possibility of studying while travelling. However, distance learning presents its own accessibility challenges; not all students have a stable internet connection and a computer or other device with which to participate in online classes, and less technologically literate students and teachers may struggle with the technical aspects of class participation. Furthermore, discomfort and distractions can hinder an individual student’s ability to engage with the class from home, creating divergent learning experiences for different students. Distance learning, then, seems to improve accessibility in some ways while representing a step backwards in others.

Note that these two methods can be combined; these two example paragraphs could both be part of the same essay, but it’s wise to use an essay outline to plan out which approach you’re taking in each paragraph.

If you want to know more about AI tools , college essays , or fallacies make sure to check out some of our other articles with explanations and examples or go directly to our tools!

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Some essay prompts include the keywords “compare” and/or “contrast.” In these cases, an essay structured around comparing and contrasting is the appropriate response.

Comparing and contrasting is also a useful approach in all kinds of academic writing : You might compare different studies in a literature review , weigh up different arguments in an argumentative essay , or consider different theoretical approaches in a theoretical framework .

Your subjects might be very different or quite similar, but it’s important that there be meaningful grounds for comparison . You can probably describe many differences between a cat and a bicycle, but there isn’t really any connection between them to justify the comparison.

You’ll have to write a thesis statement explaining the central point you want to make in your essay , so be sure to know in advance what connects your subjects and makes them worth comparing.

Comparisons in essays are generally structured in one of two ways:

• The alternating method, where you compare your subjects side by side according to one specific aspect at a time.
• The block method, where you cover each subject separately in its entirety.

It’s also possible to combine both methods, for example by writing a full paragraph on each of your topics and then a final paragraph contrasting the two according to a specific metric.

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34 Compelling Compare and Contrast Essay Examples

Topics cover education, technology, pop culture, sports, animals, and more.

Do your writers need some inspiration? If you’re teaching students to write a compare and contrast essay, a strong example is an invaluable tool. This round-up of our favorite compare and contrast essays covers a range of topics and grade levels, so no matter your students’ interests or ages, you’ll always have a helpful example to share. You’ll find links to full essays about education, technology, pop culture, sports, animals, and more. (Need compare-and-contrast essay topic ideas? Check out our big list of compare and contrast essay topics! )

What is a compare and contrast essay?

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When choosing a compare and contrast essay example to include on this list, we considered the structure. A strong compare and contrast essay begins with an introductory paragraph that includes background context and a strong thesis. Next, the body includes paragraphs that explore the similarities and differences. Finally, a concluding paragraph restates the thesis, draws any necessary inferences, and asks any remaining questions.

A compare and contrast essay example can be an opinion piece comparing two things and making a conclusion about which is better. For example, “Is Tom Brady really the GOAT?” It can also help consumers decide which product is better suited to them. Should you keep your subscription to Hulu or Netflix? Should you stick with Apple or explore Android? Here’s our list of compare and contrast essay samples categorized by subject.

Education and Parenting Compare and Contrast Essay Examples

Private school vs. public school.

Sample lines: “Deciding whether to send a child to public or private school can be a tough choice for parents. … Data on whether public or private education is better can be challenging to find and difficult to understand, and the cost of private school can be daunting. … According to the most recent data from the National Center for Education Statistics, public schools still attract far more students than private schools, with 50.7 million students attending public school as of 2018. Private school enrollment in the fall of 2017 was 5.7 million students, a number that is down from 6 million in 1999.”

Read the full essay: Private School vs. Public School at U.S. News and World Report

Homeschool vs. Public School: How Home Schooling Will Change Public Education

Sample lines: “Home schooling, not a present threat to public education, is nonetheless one of the forces that will change it. If the high estimates of the number of children in home schools (1.2 million) is correct, then the home-schooling universe is larger than the New York City public school system and roughly the size of the Los Angeles and Chicago public school systems combined. … Critics charge that three things are wrong with home schooling: harm to students academically; harm to society by producing students who are ill-prepared to function as democratic citizens and participants in a modern economy; and harm to public education, making it more difficult for other parents to educate their children. … It is time to ask whether home schooling, charters, and vouchers should be considered parts of a broad repertoire of methods that we as a society use to educate our children.”

Read the full essay: Homeschool vs. Public School: How Home Schooling Will Change Public Education at Brookings

Which parenting style is right for you?

Sample lines: “The three main types of parenting are on a type of ‘sliding scale’ of parenting, with permissive parenting as the least strict type of parenting. Permissive parenting typically has very few rules, while authoritarian parenting is thought of as a very strict, rule-driven type of parenting.”

Read the full essay: What Is Authoritative Parenting? at Healthline ADVERTISEMENT

Masked Education? The Benefits and Burdens of Wearing Face Masks in Schools During the Pandemic

Sample lines: “Face masks can prevent the spread of the virus SARS-CoV-2. … However, covering the lower half of the face reduces the ability to communicate. Positive emotions become less recognizable, and negative emotions are amplified. Emotional mimicry, contagion, and emotionality in general are reduced and (thereby) bonding between teachers and learners, group cohesion, and learning—of which emotions are a major driver. The benefits and burdens of face masks in schools should be seriously considered and made obvious and clear to teachers and students.”

Read the full essay: Masked Education? The Benefits and Burdens of Wearing Face Masks in Schools During the Pandemic at National Library of Medicine

To Ban or Not: What Should We Really Make of Book Bans?

Sample lines: “In recent years, book bans have soared in schools, reaching an all-time high in fall 2022. … The challenge of balancing parent concerns about ‘age appropriateness’ against the imperative of preparing students to be informed citizens is still on the minds of many educators today. … Such curricular decision-making  should  be left to the professionals, argues English/language arts instructional specialist Miriam Plotinsky. ‘Examining texts for their appropriateness is not a job that noneducators are trained to do,’ she wrote last year, as the national debate over censorship resurged with the news that a Tennessee district banned the graphic novel  Maus  just days before Holocaust Remembrance Day.”

Read the full essay: To Ban or Not: What Should We Really Make of Book Bans? at Education Week

Technology Compare and Contrast Essay Examples

Netflix vs. hulu 2023: which is the best streaming service.

Sample lines: “Netflix fans will point to its high-quality originals, including  The Witcher ,  Stranger Things ,  Emily in Paris ,  Ozark , and more, as well as a wide variety of documentaries like  Cheer ,  The Last Dance ,  My Octopus Teacher , and many others. It also boasts a much larger subscription base, with more than 222 million subscribers compared to Hulu’s 44 million. Hulu, on the other hand, offers a variety of extras such as HBO and Showtime—content that’s unavailable on Netflix. Its price tag is also cheaper than the competition, with its $7/mo. starting price, which is a bit more palatable than Netflix’s $10/mo. starting price.”

Read the full essay: Netflix vs. Hulu 2023: Which is the best streaming service? at TV Guide

Kindle vs. Hardcover: Which is easier on the eyes?

Sample lines: “In the past, we would have to drag around heavy books if we were really into reading. Now, we can have all of those books, and many more, stored in one handy little device that can easily be stuffed into a backpack, purse, etc. … Many of us still prefer to hold an actual book in our hands. … But, whether you use a Kindle or prefer hardcover books or paperbacks, the main thing is that you enjoy reading. A story in a book or on a Kindle device can open up new worlds, take you to fantasy worlds, educate you, entertain you, and so much more.”

Read the full essay: Kindle vs. Hardcover: Which is easier on the eyes? at Books in a Flash

iPhone vs. Android: Which is better for you?

Sample lines: “The iPhone vs. Android comparison is a never-ending debate on which one is best. It will likely never have a real winner, but we’re going to try and help you to find your personal pick all the same. iOS 17 and Android 14—the latest versions of the two operating systems—both offer smooth and user-friendly experiences, and several similar or identical features. But there are still important differences to be aware of. … Owning an iPhone is a simpler, more convenient experience. There’s less to think about. … Android-device ownership is a bit harder. … Yet it’s simultaneously more freeing, because it offers more choice.”

Read the full essay: iPhone vs. Android: Which is better for you? at Tom’s Guide

Cutting the cord: Is streaming or cable better for you?

Sample lines: “Cord-cutting has become a popular trend in recent years, thanks to the rise of streaming services. For those unfamiliar, cord cutting is the process of canceling your cable subscription and instead, relying on streaming platforms such as Netflix and Hulu to watch your favorite shows and movies. The primary difference is that you can select your streaming services à la carte while cable locks you in on a set number of channels through bundles. So, the big question is: should you cut the cord?”

Read the full essay: Cutting the cord: Is streaming or cable better for you? at BroadbandNow

PS5 vs. Nintendo Switch

Sample lines: “The crux of the comparison comes down to portability versus power. Being able to migrate fully fledged Nintendo games from a big screen to a portable device is a huge asset—and one that consumers have taken to, especially given the Nintendo Switch’s meteoric sales figures. … It is worth noting that many of the biggest franchises like Call of Duty, Madden, modern Resident Evil titles, newer Final Fantasy games, Grand Theft Auto, and open-world Ubisoft adventures like Assassin’s Creed will usually skip Nintendo Switch due to its lack of power. The inability to play these popular games practically guarantees that a consumer will pick up a modern system, while using the Switch as a secondary device.”

Read the full essay: PS5 vs. Nintendo Switch at Digital Trends

What is the difference between Facebook and Instagram?

Sample lines: “Have you ever wondered what is the difference between Facebook and Instagram? Instagram and Facebook are by far the most popular social media channels used by digital marketers. Not to mention that they’re also the biggest platforms used by internet users worldwide. So, today we’ll look into the differences and similarities between these two platforms to help you figure out which one is the best fit for your business.”

Read the full essay: What is the difference between Facebook and Instagram? at SocialBee

Digital vs. Analog Watches—What’s the Difference?

Sample lines: “In short, digital watches use an LCD or LED screen to display the time. Whereas, an analog watch features three hands to denote the hour, minutes, and seconds. With the advancement in watch technology and research, both analog and digital watches have received significant improvements over the years. Especially in terms of design, endurance, and accompanying features. … At the end of the day, whether you go analog or digital, it’s a personal preference to make based on your style, needs, functions, and budget.”

Read the full essay: Digital vs. Analog Watches—What’s the Difference? at Watch Ranker

AI Art vs. Human Art: A Side-by-Side Analysis

Sample lines: “Art has always been a reflection of human creativity, emotion, and cultural expression. However, with the rise of artificial intelligence (AI), a new form of artistic creation has emerged, blurring the lines between what is created by human hands and what is generated by algorithms. … Despite the excitement surrounding AI Art, it also raises complex ethical, legal, and artistic questions that have sparked debates about the definition of art, the role of the artist, and the future of art production. … Regardless of whether AI Art is considered ‘true’ art, it is crucial to embrace and explore the vast possibilities and potential it brings to the table. The transformative influence of AI art on the art world is still unfolding, and only time will reveal its true extent.”

Read the full essay: AI Art vs. Human Art: A Side-by-Side Analysis at Raul Lara

Pop Culture Compare and Contrast Essay Examples

Christina aguilera vs. britney spears.

Sample lines: “Britney Spears vs. Christina Aguilera was the Coke vs. Pepsi of 1999 — no, really, Christina repped Coke and Britney shilled for Pepsi. The two teen idols released debut albums seven months apart before the turn of the century, with Britney’s becoming a standard-bearer for bubblegum pop and Aguilera’s taking an R&B bent to show off her range. … It’s clear that Spears and Aguilera took extremely divergent paths following their simultaneous breakout successes.”

Read the full essay: Christina Aguilera vs. Britney Spears at The Ringer

Harry Styles vs. Ed Sheeran

Sample lines: “The world heard our fantasies and delivered us two titans simultaneously—we have been blessed with Ed Sheeran and Harry Styles. Our cup runneth over; our bounty is immeasurable. More remarkable still is the fact that both have released albums almost at the same time: Ed’s third, Divide , was released in March and broke the record for one-day Spotify streams, while Harry’s frenziedly anticipated debut solo, called Harry Styles , was released yesterday.”

Read the full essay: Harry Styles versus Ed Sheeran at Belfast Telegraph

The Grinch: Three Versions Compared

Sample lines: “Based on the original story of the same name, this movie takes a completely different direction by choosing to break away from the cartoony form that Seuss had established by filming the movie in a live-action form. Whoville is preparing for Christmas while the Grinch looks down upon their celebrations in disgust. Like the previous film, The Grinch hatches a plan to ruin Christmas for the Who’s. … Like in the original Grinch, he disguises himself as Santa Claus, and makes his dog, Max, into a reindeer. He then takes all of the presents from the children and households. … Cole’s favorite is the 2000 edition, while Alex has only seen the original. Tell us which one is your favorite.”

Read the full essay: The Grinch: Three Versions Compared at Wooster School

Historical and Political Compare and Contrast Essay Examples

Malcolm x vs. martin luther king jr.: comparison between two great leaders’ ideologies .

Sample lines: “Although they were fighting for civil rights at the same time, their ideology and way of fighting were completely distinctive. This can be for a plethora of reasons: background, upbringing, the system of thought, and vision. But keep in mind, they devoted their whole life to the same prospect. … Through boycotts and marches, [King] hoped to end racial segregation. He felt that the abolition of segregation would improve the likelihood of integration. Malcolm X, on the other hand, spearheaded a movement for black empowerment.”

Read the full essay: Malcolm X vs. Martin Luther King Jr.: Comparison Between Two Great Leaders’ Ideologies  at Melaninful

Contrast Between Obama and Trump Has Become Clear

Sample lines: “The contrast is even clearer when we look to the future. Trump promises more tax cuts, more military spending, more deficits and deeper cuts in programs for the vulnerable. He plans to nominate a coal lobbyist to head the Environmental Protection Agency. … Obama says America must move forward, and he praises progressive Democrats for advocating Medicare for all. … With Obama and then Trump, Americans have elected two diametrically opposed leaders leading into two very different directions.”

Read the full essay: Contrast Between Obama and Trump Has Become Clear at Chicago Sun-Times

Sports Compare and Contrast Essay Examples

Lebron james vs. kobe bryant: a complete comparison.

Sample lines: “LeBron James has achieved so much in his career that he is seen by many as the greatest of all time, or at least the only player worthy of being mentioned in the GOAT conversation next to Michael Jordan. Bridging the gap between Jordan and LeBron though was Kobe Bryant, who often gets left out of comparisons and GOAT conversations. … Should his name be mentioned more though? Can he compare to LeBron or is The King too far past The Black Mamba in historical rankings already?”

Read the full essay: LeBron James vs. Kobe Bryant: A Complete Comparison at Sportskeeda

NFL: Tom Brady vs. Peyton Manning Rivalry Comparison

Sample lines: “Tom Brady and Peyton Manning were largely considered the best quarterbacks in the NFL for the majority of the time they spent in the league together, with the icons having many head-to-head clashes in the regular season and on the AFC side of the NFL Playoffs. Manning was the leader of the Indianapolis Colts of the AFC South. … Brady spent his career as the QB of the AFC East’s New England Patriots, before taking his talents to Tampa Bay. … The reality is that winning is the most important aspect of any career, and Brady won more head-to-head matchups than Manning did.”

Read the full essay: NFL: Tom Brady vs. Peyton Manning Rivalry Comparison at Sportskeeda

The Greatest NBA Franchise Ever: Boston Celtics or Los Angeles Lakers?

Sample lines: “The Celtics are universally considered as the greatest franchise in NBA history. But if you take a close look at the numbers, there isn’t really too much separation between them and their arch-rival Los Angeles Lakers. In fact, you can even make a good argument for the Lakers. … In 72 seasons played, the Boston Celtics have won a total of 3,314 games and lost 2,305 or a .590 winning mark. On the other hand, the Los Angeles Lakers have won 3,284 of 5,507 total games played or a slightly better winning record of .596. … But while the Lakers have the better winning percentage, the Celtics have the advantage over them in head-to-head competition.”

Read the full essay: The Greatest NBA Franchise Ever: Boston Celtics or Los Angeles Lakers? at Sport One

Is Soccer Better Than Football?

Sample lines: “Is soccer better than football? Soccer and football lovers have numerous reasons to support their sport of choice. Both keep the players physically fit and help to bring people together for an exciting cause. However, soccer has drawn more numbers globally due to its popularity in more countries.”

Read the full essay: Is Soccer Better Than Football? at Sports Brief

Lifestyle Choices Compare and Contrast Essay Examples

Mobile home vs. tiny house: similarities, differences, pros & cons.

Sample lines: “Choosing the tiny home lifestyle enables you to spend more time with those you love. The small living space ensures quality bonding time rather than hiding away in a room or behind a computer screen. … You’ll be able to connect closer to nature and find yourself able to travel the country at any given moment. On the other hand, we have the mobile home. … They are built on a chassis with transportation in mind. … They are not built to be moved on a constant basis. … While moving the home again *is* possible, it may cost you several thousand dollars.”

Read the full essay: Mobile Home vs. Tiny House: Similarities, Differences, Pros & Cons at US Mobile Home Pros

Whole Foods vs. Walmart: The Story of Two Grocery Stores

Sample lines: “It is clear that both stores have very different stories and aims when it comes to their customers. Whole Foods looks to provide organic, healthy, exotic, and niche products for an audience with a very particular taste. … Walmart, on the other hand, looks to provide the best deals, every possible product, and every big brand for a broader audience. … Moreover, they look to make buying affordable and accessible, and focus on the capitalist nature of buying.”

Read the full essay: Whole Foods vs. Walmart: The Story of Two Grocery Stores at The Archaeology of Us

Artificial Grass vs. Turf: The Real Differences Revealed

Sample lines: “The key difference between artificial grass and turf is their intended use. Artificial turf is largely intended to be used for sports, so it is shorter and tougher. On the other hand, artificial grass is generally longer, softer and more suited to landscaping purposes. Most homeowners would opt for artificial grass as a replacement for a lawn, for example. Some people actually prefer playing sports on artificial grass, too … artificial grass is often softer and more bouncy, giving it a feel similar to playing on a grassy lawn. … At the end of the day, which one you will choose will depend on your specific household and needs.”

Read the full essay: Artificial Grass vs. Turf: The Real Differences Revealed at Almost Grass

Minimalism vs. Maximalism: Differences, Similarities, and Use Cases

Sample lines: “Maximalists love shopping, especially finding unique pieces. They see it as a hobby—even a skill—and a way to express their personality. Minimalists don’t like shopping and see it as a waste of time and money. They’d instead use those resources to create memorable experiences. Maximalists desire one-of-a-kind possessions. Minimalists are happy with duplicates—for example, personal uniforms. … Minimalism and maximalism are about being intentional with your life and belongings. It’s about making choices based on what’s important to you.”

Read the full essay: Minimalism vs. Maximalism: Differences, Similarities, and Use Cases at Minimalist Vegan

Vegetarian vs. Meat Eating: Is It Better To Be a Vegetarian?

Sample lines: “You’ve heard buzz over the years that following a vegetarian diet is better for your health, and you’ve probably read a few magazine articles featuring a celeb or two who swore off meat and animal products and ‘magically’ lost weight. So does ditching meat automatically equal weight loss? Will it really help you live longer and be healthier overall? … Vegetarians appear to have lower low-density lipoprotein cholesterol levels, lower blood pressure  and lower rates of hypertension and type 2 diabetes than meat eaters. Vegetarians also tend to have a lower body mass index, lower overall cancer rates and lower risk of chronic disease. But if your vegetarian co-worker is noshing greasy veggie burgers and fries every day for lunch, is he likely to be healthier than you, who always orders the grilled salmon? Definitely not!”

Read the full essay: Vegetarian vs. Meat Eating: Is It Better To Be a Vegetarian? at WebMD

Healthcare Compare and Contrast Essay Examples

Similarities and differences between the health systems in australia & usa.

Sample lines: “Australia and the United States are two very different countries. They are far away from each other, have contrasting fauna and flora, differ immensely by population, and have vastly different healthcare systems. The United States has a population of 331 million people, compared to Australia’s population of 25.5 million people.”

Read the full essay: Similarities and Differences Between the Health Systems in Australia & USA at Georgia State University

Universal Healthcare in the United States of America: A Healthy Debate

Sample lines: “Disadvantages of universal healthcare include significant upfront costs and logistical challenges. On the other hand, universal healthcare may lead to a healthier populace, and thus, in the long-term, help to mitigate the economic costs of an unhealthy nation. In particular, substantial health disparities exist in the United States, with low socio-economic status segments of the population subject to decreased access to quality healthcare and increased risk of non-communicable chronic conditions such as obesity and type II diabetes, among other determinants of poor health.”

Read the full essay: Universal Healthcare in the United States of America: A Healthy Debate at National Library of Medicine

Pros and Cons of Physician Aid in Dying

Sample lines: “Physician aid in dying is a controversial subject raising issues central to the role of physicians. … The two most common arguments in favor of legalizing AID are respect for patient autonomy and relief of suffering. A third, related, argument is that AID is a safe medical practice, requiring a health care professional. … Although opponents of AID offer many arguments ranging from pragmatic to philosophical, we focus here on concerns that the expansion of AID might cause additional, unintended harm through suicide contagion, slippery slope, and the deaths of patients suffering from depression.”

Read the full essay: Pros and Cons of Physician Aid in Dying at National Library of Medicine

Animals Compare and Contrast Essay Examples

Compare and contrast paragraph—dogs and cats.

Sample lines: “Researchers have found that dogs have about twice the number of neurons in their cerebral cortexes than what cats have. Specifically, dogs had around 530 million neurons, whereas the domestic cat only had 250 million neurons. Moreover, dogs can be trained to learn and respond to our commands, but although your cat understands your name, and anticipates your every move, he/she may choose to ignore you.”

Read the full essay: Compare and Contrast Paragraph—Dogs and Cats at Proofwriting Guru via YouTube

Giddyup! The Differences Between Horses and Dogs

Sample lines: “Horses are prey animals with a deep herding instinct. They are highly sensitive to their environment, hyper aware, and ready to take flight if needed. Just like dogs, some horses are more confident than others, but just like dogs, all need a confident handler to teach them what to do. Some horses are highly reactive and can be spooked by the smallest things, as are dogs. … Another distinction between horses and dogs … was that while dogs have been domesticated , horses have been  tamed. … Both species have influenced our culture more than any other species on the planet.”

Read the full essay: Giddyup! The Differences Between Horses and Dogs at Positively Victoria Stilwell

Exotic, Domesticated, and Wild Pets

Sample lines: “Although the words ‘exotic’ and ‘wild’ are frequently used interchangeably, many people do not fully understand how these categories differ when it comes to pets. ‘A wild animal is an indigenous, non-domesticated animal, meaning that it is native to the country where you are located,’ Blue-McLendon explained. ‘For Texans, white-tailed deer, pronghorn sheep, raccoons, skunks, and bighorn sheep are wild animals … an exotic animal is one that is wild but is from a different continent than where you live.’ For example, a hedgehog in Texas would be considered an exotic animal, but in the hedgehog’s native country, it would be considered wildlife.”

Read the full essay: Exotic, Domesticated, and Wild Pets at Texas A&M University

Should Zoos Be Banned? Pros & Cons of Zoos

Sample lines: “The pros and cons of zoos often come from two very different points of view. From a legal standard, animals are often treated as property. That means they have less rights than humans, so a zoo seems like a positive place to maintain a high quality of life. For others, the forced enclosure of any animal feels like an unethical decision. … Zoos provide a protected environment for endangered animals, and also help in raising awareness and funding for wildlife initiatives and research projects. … Zoos are key for research. Being able to observe and study animals is crucial if we want to contribute to help them and repair the ecosystems. … Zoos are a typical form of family entertainment, but associating leisure and fun with the contemplation of animals in captivity can send the wrong signals to our children.”

Read the full essay: Should Zoos Be Banned? Pros & Cons of Zoos at EcoCation

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16 Drafting Your Ad Analysis

Dr. Karen Palmer

Now that you have a solid outline, it’s time to start writing your ad analysis paper! Here we will work through fleshing out each part of your outline–turning your outline into a full draft.

Introduction

The first part of your paper is your introduction. You may remember from the Writing Formula chapter that an introduction consists of three main parts: the hook, the introduction to the topic, and the thesis. Let’s begin with the hook. A hook does two jobs–it connects the topic of your paper to your readers, and it attempts to capture their attention.

This video highlights some of the most common techniques for writing a good hook:

Now that you have a general idea of what a hook does, let’s focus in on the kind of hook that would be most useful for your ad analysis essay. Let’s say you are doing an analysis on that milk ad we discussed earlier in the text.

Strategy 1: Connect to the topic of the ad: milk. You could say something like, “Do you drink milk?” But…would that really draw in readers? Surely, there is a better way to grab the attention of our audience.

Strategy 2: Connect to the broader topic of advertising. Here you might say something like, “Advertisers are always trying to get our attention.” Sure, this is a broad opening to the paper, but is it really going to make anyone interested in the topic?

A good idea is to brainstorm some current events or topics that link to your ad. A brainstorming list for this milk ad could include lactose intolerance, the concept of looking at TV sitcom characters as role models, the changing role of mothers, and even the pressure placed on moms (and women in general)  to be perfect. Choose something that appeals to you and that illustrates a theme that runs through the ad. When brainstorming with my classes, we often land on the idea of perfection with this particular milk ad. It makes a compelling frame for the paper.

Introducing the topic is just that–letting readers know what the paper will be about. ie An ad for ________ located in _________ magazine illustrates this concept. Note that you need to include the specific product advertised in the ad, the name of the magazine in which the ad is located, and include a connection/transition to your hook.

Finally, the last sentence of your introduction is your thesis. Here you make your argument. While you already wrote a thesis for your outline, you want to double check that the thesis connects in some way to your hook. Our example thesis is: “The advertisers successfully persuade the consumer that milk will make them a great mom by using nostalgia, milk branding, and the image of ideal motherhood.” We might make a slight adjustment here to make the connection a bit more explicit: “The advertisers play on the desire of moms to fulfill an image of perfection by using nostalgia, milk branding, and the image of ideal motherhood.”

In the ad analysis, our background consists of two different sections: the description and the discussion of context.

Description

Remember that your audience cannot see the ad you are discussing. If you were in a room presenting to your audience, you might project an image of the ad up on a screen. Since we can’t do that in an essay, we need to describe the ad for our readers. Essentially, you want your readers to be able to draw a basic picture of your ad–or at least visualize it accurately in their minds.

This video from James Rath discussing how people with visual impairments see images on social media gives an important life reason for learning how to write solid image descriptions:

Here are some good tips for writing a description of an image:

1. Start by giving readers a one sentence overview of the ad. For our milk ad, that might be, “In this ad, three mothers from iconic sitcoms sit side by side in a beauty parlor under old-fashioned hair dryers.”

2. Determine in advance how you want readers to see the image–do you want them to look at the image left to right? Foreground to background? Clockwise? Bottom line here–don’t make readers minds jump around from place to place as they try to visualize the image.

3. Choose the key elements. You don’t have to describe every single thing in this paragraph. Tell readers who the three moms are and what show they are from. Give enough basic details so that readers know the setting is old-fashioned. Remember, you’ll be able to bring forward more detail as you analyze the ad in the body of your paper. Readers don’t need to know what color a person’s eyes are unless it’s a key part of the ad.

4. Don’t forget the text! While you should not write every word in the ad in your description, especially if there are lengthy paragraphs, you should include a brief overview of the text. ie placement, basic overview Again, you’ll be able to give specific quotes that are relevant to your analysis in the body of your paper.

5. Write in present tense!

The context of an ad really focuses on the audience of the ad. Remember that advertisers very carefully consider the audience for their product and create their advertisements to best reach that target audience. Let’s look at this from the perspective of a company looking to place an ad:

So, if an advertiser goes to this much trouble to determine the demographics of their target audience, it’s obviously important! The ad (unless perhaps it was published by an inexperienced advertiser) is not “for everyone.” An ad in Newsweek , no matter how childlike it appears, was not created for children. It was created for the audience who will purchase and read this magazine. When we do an ad analysis, we want to share similar information with our readers. What magazine is the ad placed in? What is the general focus of that publication? What kinds of articles appear in the publication? What general types of ads appear? In short, who is the audience? Of course, you can look at a magazine and get some of this information. You can also do a quick online search for the demographics of the magazine or for their media kit, which is what advertisers look at prior to purchasing advertising space to ensure the magazine is a good fit for their ad.

Now that you have the background out of the way and your audiences thoroughly understand the topic, it’s time to begin your analysis. Your thesis should have given at least three advertising strategies used in the ad. Your paper should include a paragraph for each one of those strategies.

Topic Sentence

The topic sentence should echo the wording of the thesis and clearly introduce the topic. For example, “One way the advertisers use the concept of the perfect mother to convince readers to purchase milk is by using iconic mothers from television shows.” For your next paragraph, you’d want to be sure to include a transition. For example, “Another way” or “In addition to” are both phrases that can be used to show that you are building onto your previous paragraph.

In this part of the paragraph, you want to give specific examples from the ad to support your point.

First, you should introduce the example. “The three moms from iconic tv shows are the focus of this ad.”

Next, you should give specific examples from the ad–this could be pointing out particular details about the images in the ad or quoting from the text–or both! For example, for the milk ad, you might give the specific names of the characters and the shows they are from. You might point out that every detail of their outfits are perfect. That they are wearing makeup and jewelry. That they have their wedding rings prominently focused in the image. You might also quote text, like the line from the ad that says, “Another all-time great mom line.”

Finally, wrap up your examples with a clear explanation of how the example proves your point. For example, you might say that, especially in modern times, it is very difficult for mothers to live up to the standard of perfection set by these three television moms. You might explain how causing readers to feel “less than” sets the stage for them to accept the premise that giving their children milk will make them more like these TV moms.

The wrap up for your paragraph is similar to the wrap up for the evidence provided. Here you want to reiterate your thesis in a simple sentence. For example, you might say, “Using the images of these iconic moms convinces moms that, in order to be a good mom, they must buy milk for their children.”

The conclusion of your paper is essentially a mirror image of your introduction. Think of your paper as an Oreo cookie. The introduction and the conclusion are the cookies that surround the best part–the body of the paper. Like the cookie outsides of the Oreo, the introduction and conclusion should be mirror images of each other.

1. Start with re-stating the thesis.

2. Reiterate the topic.

3. Return to your hook and elaborate.

Unlike an Oreo, the conclusion should not simply copy your introduction word for word in a different order. Try to restate your sentences in a different way. Elaborate on your hook so that you leave readers with something to think about!

 Content written by Dr. Karen Palmer and is licensed CC BY NC.

The Worry Free Writer Copyright © 2020 by Dr. Karen Palmer is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

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In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

• Barclays Company Marketing Plan
• Branding Australian Mobile Phones: Roo Winder Cell Phone
• Impact of Cultural Differences on International Business
• Apple iPhone 6 Marketing Strategy Analysis
• Integrated Marketing Communication in the UK
• Luxury Products and Social Media Marketing Effects
• Coca-Cola Brand History and Marketing Strategy
• Social Media as Information Provider for Business
• Tesla Motors Brand and Marketing Communications
• AusNet Company's E-Commerce and E-Marketing

Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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BusinessEssay. (2024, May 11). Advertisement Analysis – How to Write & Ad Analysis Essay Examples. https://business-essay.com/analyses/advertisement-analysis-research-paper-examples/

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• Business Analysis
• Process Analysis
• Market Analysis
• Problem Analysis
• Human Resource Management Analysis
• Macroeconomic Analysis
• Cost Volume Profit Analysis
• Marketing Communications Analysis
• Resource-Based View Analysis
• Regression Analysis

Advertisements Analysis and Comparison Essay

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

Semiotic analysis

Overt vs covert messages.

When it comes to ensuring the commercial/aesthetic appeal of an advertised product, it is crucially important to remain thoroughly aware of what accounts for the specifics of the targeted audience’s consumer-behavior. In their turn, these specifics are best discussed within the context of how the targeted consumers’ cultural affiliation affects their cognitive leanings/existential attitudes, in general, and their purchasing decision-making, in particular (Mooij 2007, p. 27).

It is understood, of course, that this suggestion contradicts the assumption that, due to the rise of Globalization, the qualitative aspects of people’s consumerist behavior in different parts of the world grow increasingly unified. Hence, a ‘universalist’ theory of marketing, which implies that there is not much of a sense in adjusting advertisement-campaigns to be fully observant of how targeted buyers tend to perceive the surrounding reality.

This theory, however, cannot be referred to as such that represents an undisputed truth-value. The reason for this is simple – despite an ongoing economic Globalization, there is a plenty of evidence that the manner, in which consumers perceive the actual value of advertised goods and services, continues to be highly reflective of what happened to be the particulars of these people’s culturally defined ‘brain wiring’.

In my paper, I will aim to substantiate the validity of this thesis at length, in regards to the American (Western) and Korean (Oriental) advertisement-posters of beer, seen bellow:

“Appreciation unfolds in the morning!”

“King of beers”

American (Western)

Semantics . The advertisement-message, conveyed by American poster is clearly object-oriented. The depicted bottle of beer is meant to emphasize both: the promoted beverage’s coldness/tastefulness and the fact that it is specifically Budweiser that ‘reigns’ over the rest of the beer-brands.

This is also the reason why the bottle’s lid is flipped upside down – it makes the bottle appear as if it was wearing a ‘crown’. The bottle of Budweiser beer is situated at the poster’s very center, which increases the extent of viewers’ emotional/cognitive comfortableness with the conveyed message even further.

Syntactics . The typed message, seen above the depicted object, thoroughly correlates with the poster’s visual semiotics, because it does encourage consumers to assume that in the ‘world of beer’, Budweiser dominates.

The message’s strongly defined affirmativeness does not provide observes with much of a liberty to interpret the promoted idea’s ideological connotation.

Pragmatics . The pragmatic subtleties of this particular advertisement-poster are concerned with the poster’s assumed ability to encourage beer-consumers to believe that, by drinking Budweiser beers they become ‘empowered’.

This, of course, increases the emotional appeal of the Budweiser beer-brand to American (Western) audiences even further, because they predominantly consist of people endowed with the so-called ‘Faustian’ (domination-seeking) mentality (Greenwood 2009, p. 53).

Korean (Oriental)

Semantics . The overall message, conveyed by Korean poster, is best defined as a context-oriented. That is, by observing this poster, consumers are expected to think of the actual reason why they drink beer, as such that is being concerned with helping them to explore their individuality, rather than with allowing them to experience a purely sensory pleasure.

This is exactly the reason why the image of a smiling young woman clearly dominates the poster and why the advertised bottle of beer is situated at the poster’s bottom-right corner.

Syntactics . The typed message, seen in this poster, appears context-oriented, as well. This is because it merely encourages potential consumers to establish a dialectical link between the notions of ‘appreciation’ and ‘beer’, without forcing the audience’s members to assume that such a link exists de facto . As such, it is being fully consistent with the poster’s visual semiotics.

Pragmatics . While exposed to this poster, potential consumers are expected to consider the possibility that, by drinking the advertised beer, they will be able to substantially increase the sheer intensity of their perception of the surrounding reality’s emanations, which in turn will make them more appreciative of their life-experiences.

This implies that the poster is being fully attuned to the workings of the so-called ‘Apollonian’ (Oriental psyche), concerned with Oriental people’s strive to coexist with the nature peacefully, rather than with trying to dominate it (Greenwood, p. 54).

As it was implied earlier, the commercial appeal of American advertisement-poster reflects the designers’ awareness of the fact that the foremost psychological trait, on the part of the targeted audience’s members, is their deep-seated anxiety to dominate others. In its turn, this explains why the overt messages, conveyed by this poster (such as the logo ‘king of beers’), exploit the ‘appeal to masculinity’.

Nevertheless, there are also a number of covert (subliminal) overtones to this particular appeal. For example, the color of the poster’s background is dark-red, which is supposed to evoke in potential consumers the image of the ancient Roman god of war Mars. The poster’s vertically-aligned format is clearly reminiscent of the notion of hierarchy, which has traditionally been associated with the notion of masculinity.

Apparently, while exposed to this poster, male beer-lovers are expected to grow increasingly comfortable with the idea that by drinking Budweiser beer, they will be more likely to attain a social prominence in male-dominated societies.

Moreover, because the bottle of Budweiser beer, depicted in the poster, appears visually subliminal of an erect penis, the targeted buyers’ prolonged exposure to it will inevitably result in encouraging them to think that the consumption of Budweiser beer, on their part, is the direct pathway towards ensuring the undermined integrity of their sexual powers.

Even though that, formally speaking, Korean poster does convey the overt message that the activity of drinking beer does make people more appreciative of the surrounding reality, the actual appeal of this poster is concerned with the sheer potency of the promoted message’s covert undertones.

Apparently, poster’s designers never ceased being fully aware of the fact that, while deciding in favor of buying a particular product, Orientals tend to act in an essentially intuitive manner (Norenzayan et al. 2002, p. 653). The validity of this statement can be well illustrated in regards to the poster’s horizontally-aligned format, which correlates with these people’s tendency to think and act ‘holistically’ – that is, without trying to exercise a ‘hierarchic’ control over the surrounding reality.

The large image of a smiling young woman, contained in the poster, encourages onlookers to think of the process of consuming alcoholic beverages in terms of a ‘relaxation’, rather than in terms of an ‘aggression’. The poster’s blue-colored background emphasizes this particular perceptual aspect even further.

Because poster’s designers knew perfectly well that it is in the very nature of the targeted audience’s members to contextualize informational inputs, they made a deliberate point in downsizing the advertised product visually and in placing it in the poster’s right-bottom corner.

By doing it, they succeeded in confirming the potential consumers’ intuitive insight that the consumption of alcoholic beverages cannot be thought of as ‘thing in itself’ (as Westerners tend to do), but rather as something that makes one more emotionally comfortable, while socializing with others.

In light of what has been said earlier, it will only be logical to suggest that, when it comes to advertising commercial products, meant to appeal to Western audiences, on the one hand, and to Oriental audiences, on the other, advertisers should remain observant of the following:

Westerners tend to cognitively subjectualize themselves within the surrounding social/natural environment. As Bower (2000) noted, “In a variety of reasoning tasks… (Westerners) adopt an ‘analytic’ perspective. They look for the traits of objects while largely ignoring their context” (p. 57). In its turn, this implies that the marketing campaigns, aimed at Westerners, should provide would-be-consumers with a rationale-based reason to purchase the advertised products.

Orientals tend to think of themselves in terms of the surrounding reality’s integral part. Hence, the Orientals’ culturally predetermined tendency to think of causes and effects, as such that derive out of each other cyclically (contextually) rather than linearly (Masuda et al. 2008, p. 1265).

What it means is that, while trying to make a particular product emotionally appealing to Oriental consumers, advertisers should focus on emphasizing this product’s ability to help the targeted buyers to celebrate their existential self-identity.

The earlier conducted semiotic analysis of both posters points out to the fact that, contrary to the provisions of a ‘universalist’ marketing theory, consumers’ ethno-cultural affiliation does play an important role in how they perceive the de facto relevancy of commercial advertisements.

Therefore, even though that the application of Maslow’s ‘theory of needs’ (within the context of designing marketing-strategies) continues to remain fully appropriate, marketers should never cease being aware of the fact that consumers’ first-order, second-order and third-order priorities cannot be discussed outside of what happened to be the particulars of the concerned individuals’ cultural leanings.

The same analysis also suggests that, in order for a particular advertisement to be considered fully effective, it must be ‘covertly sound’ – that is, potential buyers should not only be in a position to recognize the legitimacy of the conveyed message consciously, but also unconsciously. In its turn, this again implies that it represents the matter of a crucial importance for marketers to be able to understand what account for the workings of the targeted audience’s ‘collective psyche’.

As it was shown throughout the course of this paper’s Analytical part, there is nothing accidental about the fact that, despite being concerned with advertising the same line of products (beer), the analyzed American and Korean posters do not correlate with each other semiotically. This is because they were designed to appeal to the groups of people, who due to the characteristics of their cultural affiliation, differ in how they indulge in cognitive processes.

Thus, it will be only logical to reinstate once again that there can indeed be very little uniformity to the deployment of marketing strategies in different parts of the world. I believe that this conclusion fully correlates with the paper’s initial thesis.

Bower, B 2000, ‘Cultures of reason’, Science News , vol. 157 no. 4, pp. 56-58.

De Mooij, M 2004, Consumer behavior and culture: consequences for global marketing and advertising , Sage Publications, Thousand Oaks.

Greenwood, S 2009, Anthropology of magic , Berg Publishers, Oxford.

Masuda, T, Gonzales, R, Kwan, L & Nisbett, R 2008, ‘Culture and aesthetic preference: comparing the attention to context of East Asians and Americans’, Personality and Social Psychology Bulletin , vol. 34 no. 9, pp. 1260-1275.

Norenzayan, A, Smith, E, Beom, J & Nisbett, R 2002, ‘Cultural preferences for formal versus intuitive reasoning’, Cognitive Science , vol. 26 no. 5, pp. 653-684.

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• Writing Tips

How to Write a Compare and Contrast Essay

5-minute read

• 9th March 2021

In a compare and contrast essay , you look at the similarities and differences between two subjects. How do you write one, though? Key steps include:

• Pick two things to compare based on the assignment you were given.
• Brainstorm the similarities and differences between your chosen subjects.
• Choose a structure for your essay and plan how you will write it.
• Write up your comparison and use evidence to support your argument.
• Revise and proofread your essay to make sure it is perfect.

For more advice on each stage, check out our guide below.

1. Pick Two Subjects to Compare and Contrast

A compare and contrast assignment will ask you, unsurprisingly, to compare and contrast two things. In some cases, the assignment question will make this clear. For instance, if the assignment says “Compare how Mozart and Beethoven use melody,” you will have a very clear sense of what to write about!

Other times, you will have a choice of what to compare. In this case, you will want to pick two things that are similar enough to make a useful comparison.

For example, comparing Mozart and Beethoven makes sense because both are classical composers. This means there will be lots of points of comparison between them. But comparing Mozart to a Ferrari SF90 Stradale would just be confusing: one is a renowned composer and musician, the other is a high-end sports car, so they have very little in common that we could usefully compare.

At the same time, the things you pick should be different enough that you can find points of contrast. Were you asked to compare the calorific content of two types of fast food, for example, it might not make sense to compare hamburgers and cheeseburgers as they are too similar. But you could compare hamburgers and pizzas since both are forms of fast food but they differ in other respects.

As such, if you need to pick the subjects of your essay, read your assignment question carefully and try to find two things that will produce a helpful comparison.

2. Brainstorm Their Similarities and Differences

The next step is to brainstorm similarities and differences between your chosen subjects. You can do this as a simple list, but you could also use a Venn diagram .

This is a set of overlapping circles, each of which represents one subject. You can then add characteristics to each circle, with anything your subjects have in common going in the overlapping bit in the middle.

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Once you’ve listed characteristics, you’ll need to pick out the similarities and differences relevant to your essay. If you were assigned a question, use this to guide your choices. Otherwise, look for features that seem surprising or interesting and plan your essay around these. The key is to pick points of comparison that help us to understand each thing better, or where the similarities and differences show us something that we might not have expected or noticed otherwise.

3. Choose a Structure for Your Essay

As with any essay, you will want to start with a short introduction where you introduce your topic and what you will argue. Beyond this, most compare and contrast essays are structured in one of two ways. Decide which approach to take before you write your essay outline :

• Divide by subject – Cover each subject in turn, looking at the key features you’ve identified in the previous step. You can then include a final section where you highlight what comparing the subjects tell us.
• Divide by individual points – Break your essay down into a series of sections. Each section will then focus on one of the key features you’ve identified, explaining the similarities and differences between your chosen subjects.

For instance, if you were comparing two novels, you could write about each novel in turn and then compare them at the end. Alternatively, you could structure your essay so that each section covers an individual idea (e.g., one on structure, one on characters, one on language), looking at how each book uses these things.

In either case, you will want to end on a conclusion where you summarize what the comparison has shown us about the two subjects.

4. Use Supporting Evidence for Your Argument

It is important that you also back up your statements with supporting evidence. In some cases, this will simply involve pointing to the features of each subject that you’re discussing (e.g., citing specific parts of the novels you’re comparing).

However, you can also do extra research to back up your arguments. Were you comparing two countries’ economic performance, for example, you could use statistics from other studies or reports to show the similarities and differences.

5. Proofread Your Compare and Contrast Essay

Once you have a first draft of your compare and contrast essay, take a break. If you have time, leave it overnight. The aim is to come back to it with fresh eyes and reread it, looking for any areas you could improve. After this, you can redraft your essay to make sure your argument is clear, concise, and convincing.

It is also a good idea to have your essay proofread before submitting it. This will ensure your work is error free and help you get the marks you deserve.

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10.7 Comparison and Contrast

Learning objectives.

• Determine the purpose and structure of comparison and contrast in writing.
• Explain organizational methods used when comparing and contrasting.
• Understand how to write a compare-and-contrast essay.

The Purpose of Comparison and Contrast in Writing

Comparison in writing discusses elements that are similar, while contrast in writing discusses elements that are different. A compare-and-contrast essay , then, analyzes two subjects by comparing them, contrasting them, or both.

The key to a good compare-and-contrast essay is to choose two or more subjects that connect in a meaningful way. The purpose of conducting the comparison or contrast is not to state the obvious but rather to illuminate subtle differences or unexpected similarities. For example, if you wanted to focus on contrasting two subjects you would not pick apples and oranges; rather, you might choose to compare and contrast two types of oranges or two types of apples to highlight subtle differences. For example, Red Delicious apples are sweet, while Granny Smiths are tart and acidic. Drawing distinctions between elements in a similar category will increase the audience’s understanding of that category, which is the purpose of the compare-and-contrast essay.

Similarly, to focus on comparison, choose two subjects that seem at first to be unrelated. For a comparison essay, you likely would not choose two apples or two oranges because they share so many of the same properties already. Rather, you might try to compare how apples and oranges are quite similar. The more divergent the two subjects initially seem, the more interesting a comparison essay will be.

Writing at Work

Comparing and contrasting is also an evaluative tool. In order to make accurate evaluations about a given topic, you must first know the critical points of similarity and difference. Comparing and contrasting is a primary tool for many workplace assessments. You have likely compared and contrasted yourself to other colleagues. Employee advancements, pay raises, hiring, and firing are typically conducted using comparison and contrast. Comparison and contrast could be used to evaluate companies, departments, or individuals.

Brainstorm an essay that leans toward contrast. Choose one of the following three categories. Pick two examples from each. Then come up with one similarity and three differences between the examples.

• Romantic comedies
• Internet search engines
• Cell phones

Brainstorm an essay that leans toward comparison. Choose one of the following three items. Then come up with one difference and three similarities.

• Department stores and discount retail stores
• Fast food chains and fine dining restaurants
• Dogs and cats

The Structure of a Comparison and Contrast Essay

The compare-and-contrast essay starts with a thesis that clearly states the two subjects that are to be compared, contrasted, or both and the reason for doing so. The thesis could lean more toward comparing, contrasting, or both. Remember, the point of comparing and contrasting is to provide useful knowledge to the reader. Take the following thesis as an example that leans more toward contrasting.

Thesis statement: Organic vegetables may cost more than those that are conventionally grown, but when put to the test, they are definitely worth every extra penny.

Here the thesis sets up the two subjects to be compared and contrasted (organic versus conventional vegetables), and it makes a claim about the results that might prove useful to the reader.

You may organize compare-and-contrast essays in one of the following two ways:

• According to the subjects themselves, discussing one then the other
• According to individual points, discussing each subject in relation to each point

See Figure 10.1 “Comparison and Contrast Diagram” , which diagrams the ways to organize our organic versus conventional vegetables thesis.

Figure 10.1 Comparison and Contrast Diagram

The organizational structure you choose depends on the nature of the topic, your purpose, and your audience.

Given that compare-and-contrast essays analyze the relationship between two subjects, it is helpful to have some phrases on hand that will cue the reader to such analysis. See Table 10.3 “Phrases of Comparison and Contrast” for examples.

Table 10.3 Phrases of Comparison and Contrast

Create an outline for each of the items you chose in Note 10.72 “Exercise 1” and Note 10.73 “Exercise 2” . Use the point-by-point organizing strategy for one of them, and use the subject organizing strategy for the other.

Writing a Comparison and Contrast Essay

First choose whether you want to compare seemingly disparate subjects, contrast seemingly similar subjects, or compare and contrast subjects. Once you have decided on a topic, introduce it with an engaging opening paragraph. Your thesis should come at the end of the introduction, and it should establish the subjects you will compare, contrast, or both as well as state what can be learned from doing so.

The body of the essay can be organized in one of two ways: by subject or by individual points. The organizing strategy that you choose will depend on, as always, your audience and your purpose. You may also consider your particular approach to the subjects as well as the nature of the subjects themselves; some subjects might better lend themselves to one structure or the other. Make sure to use comparison and contrast phrases to cue the reader to the ways in which you are analyzing the relationship between the subjects.

After you finish analyzing the subjects, write a conclusion that summarizes the main points of the essay and reinforces your thesis. See Chapter 15 “Readings: Examples of Essays” to read a sample compare-and-contrast essay.

Many business presentations are conducted using comparison and contrast. The organizing strategies—by subject or individual points—could also be used for organizing a presentation. Keep this in mind as a way of organizing your content the next time you or a colleague have to present something at work.

Choose one of the outlines you created in Note 10.75 “Exercise 3” , and write a full compare-and-contrast essay. Be sure to include an engaging introduction, a clear thesis, well-defined and detailed paragraphs, and a fitting conclusion that ties everything together.

Key Takeaways

• A compare-and-contrast essay analyzes two subjects by either comparing them, contrasting them, or both.
• The purpose of writing a comparison or contrast essay is not to state the obvious but rather to illuminate subtle differences or unexpected similarities between two subjects.
• The thesis should clearly state the subjects that are to be compared, contrasted, or both, and it should state what is to be learned from doing so.

There are two main organizing strategies for compare-and-contrast essays.

• Organize by the subjects themselves, one then the other.
• Organize by individual points, in which you discuss each subject in relation to each point.
• Use phrases of comparison or phrases of contrast to signal to readers how exactly the two subjects are being analyzed.

Writing for Success Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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How to Write a Compare and Contrast Essay

Last Updated: May 12, 2023 Approved

This article was co-authored by Megan Morgan, PhD . Megan Morgan is a Graduate Program Academic Advisor in the School of Public & International Affairs at the University of Georgia. She earned her PhD in English from the University of Georgia in 2015. wikiHow marks an article as reader-approved once it receives enough positive feedback. This article has 29 testimonials from our readers, earning it our reader-approved status. This article has been viewed 3,107,611 times.

The purpose of a compare and contrast essay is to analyze the differences and/or the similarities of two distinct subjects. A good compare/contrast essay doesn’t only point out how the subjects are similar or different (or even both!). It uses those points to make a meaningful argument about the subjects. While it can be a little intimidating to approach this type of essay at first, with a little work and practice, you can write a great compare-and-contrast essay!

Formulating Your Argument

• You could pick two subjects that are in the same “category” but have differences that are significant in some way. For example, you could choose “homemade pizza vs. frozen grocery store pizza.”
• You could pick two subjects that don’t appear to have anything in common but that have a surprising similarity. For example, you could choose to compare bats and whales. (One is tiny and flies, and the other is huge and swims, but they both use sonar to hunt.)
• You could pick two subjects that might appear to be the same but are actually different. For example, you could choose "The Hunger Games movie vs. the book."

• For example, ask yourself: What can we learn by thinking about “The Hunger Games” and “Battle Royale” together that we would miss out on if we thought about them separately?
• It can be helpful to consider the “So what?” question when deciding whether your subjects have meaningful comparisons and contrasts to be made. If you say “The Hunger Games and Battle Royale are both similar and different,” and your friend asked you “So what?” what would your answer be? In other words, why bother putting these two things together?

• A “Venn diagram” can often be helpful when brainstorming. This set of overlapping circles can help you visualize where your subjects are similar and where they differ. In the outer edges of the circle, you write what is different; in the overlapping middle area, you write what’s similar. [2] X Trustworthy Source University of North Carolina Writing Center UNC's on-campus and online instructional service that provides assistance to students, faculty, and others during the writing process Go to source
• You can also just draw out a list of all of the qualities or characteristics of each subject. Once you’ve done that, start looking through the list for traits that both subjects share. Major points of difference are also good to note.

• For example, if you are comparing and contrasting cats and dogs, you might notice that both are common household pets, fairly easy to adopt, and don’t usually have many special care needs. These are points of comparison (ways they are similar).
• You might also note that cats are usually more independent than dogs, that dogs may not provoke allergies as much as cats do, and that cats don’t get as big as many dogs do. These are points of contrast (ways they are different).
• These points of contrast can often be good places to start thinking about your thesis, or argument. Do these differences make one animal a superior type of pet? Or a better pet choice for a specific living situation (e.g., an apartment, a farm, etc.)?

• Show readers why one subject is more desirable than the other. Example: "Cats are better pets than dogs because they require less maintenance, are more independent, and are more adaptable."
• Help readers make a meaningful comparison between two subjects. Example: "New York City and San Francisco are both great cities for young professionals, but they differ in terms of their job opportunities, social environment, and living conditions."
• Show readers how two subjects are similar and different. Example: "While both The Catcher in the Rye and To Kill a Mockingbird explore the themes of loss of innocence and the deep bond between siblings, To Kill a Mockingbird is more concerned with racism while The Catcher in the Rye focuses on the prejudices of class."
• In middle school and high school, the standard format for essays is often the “5-paragraph form,” with an introduction, 3 body paragraphs, and a conclusion. If your teacher recommends this form, go for it. However, you should be aware that especially in college, teachers and professors tend to want students to break out of this limited mode. Don’t get so locked into having “three main points” that you forget to fully explore your topic.

Organizing Your Essay

• Subject by subject. This organization deals with all of the points about Topic A, then all of the points of Topic B. For example, you could discuss all your points about frozen pizza (in as many paragraphs as necessary), then all your points about homemade pizza. The strength of this form is that you don’t jump back and forth as much between topics, which can help your essay read more smoothly. It can also be helpful if you are using one subject as a “lens” through which to examine the other. The major disadvantage is that the comparisons and contrasts don’t really become evident until much further into the essay, and it can end up reading like a list of “points” rather than a cohesive essay. [4] X Trustworthy Source University of North Carolina Writing Center UNC's on-campus and online instructional service that provides assistance to students, faculty, and others during the writing process Go to source
• Point by point. This type of organization switches back and forth between points. For example, you could first discuss the prices of frozen pizza vs. homemade pizza, then the quality of ingredients, then the convenience factor. The advantage of this form is that it’s very clear what you’re comparing and contrasting. The disadvantage is that you do switch back and forth between topics, so you need to make sure that you use transitions and signposts to lead your reader through your argument.
• Compare then contrast. This organization presents all the comparisons first, then all the contrasts. It’s a pretty common way of organizing an essay, and it can be helpful if you really want to emphasize how your subjects are different. Putting the contrasts last places the emphasis on them. However, it can be more difficult for your readers to immediately see why these two subjects are being contrasted if all the similarities are first.

• Introduction. This paragraph comes first and presents the basic information about the subjects to be compared and contrasted. It should present your thesis and the direction of your essay (i.e., what you will discuss and why your readers should care).
• Body Paragraphs. These are the meat of your essay, where you provide the details and evidence that support your claims. Each different section or body paragraph should tackle a different division of proof. It should provide and analyze evidence in order to connect those proofs to your thesis and support your thesis. Many middle-school and high-school essays may only require three body paragraphs, but use as many as is necessary to fully convey your argument.
• Acknowledgement of Competitive Arguments/Concession. This paragraph acknowledges that other counter-arguments exist, but discusses how those arguments are flawed or do not apply.
• Conclusion. This paragraph summarizes the evidence presented. It will restate the thesis, but usually in a way that offers more information or sophistication than the introduction could. Remember: your audience now has all the information you gave them about why your argument is solid. They don’t need you to just reword your original thesis. Take it to the next level!

• Introduction: state your intent to discuss the differences between camping in the woods or on the beach.
• Body Paragraph 1 (Woods): Climate/Weather
• Body Paragraph 2 (Woods): Types of Activities and Facilities
• Body Paragraph 3 (Beach): Climate/Weather
• Body Paragraph 4 (Beach): Types of Activities and Facilities

• Introduction

• Body Paragraph 1: Similarity between woods and beaches (both are places with a wide variety of things to do)
• Body Paragraph 2: First difference between woods and beaches (they have different climates)
• Body Paragraph 3: Second difference between woods and beaches (there are more easily accessible woods than beaches in most parts of the country)
• Body Paragraph 4: Emphasis on the superiority of the woods to the beach

• Topic sentence: This sentence introduces the main idea and subject of the paragraph. It can also provide a transition from the ideas in the previous paragraph.
• Body: These sentences provide concrete evidence that support the topic sentence and main idea.
• Conclusion: this sentence wraps up the ideas in the paragraph. It may also provide a link to the next paragraph’s ideas.

Putting It All Together

• If you are having trouble finding evidence to support your argument, go back to your original texts and try the brainstorming process again. It could be that your argument is evolving past where it started, which is good! You just need to go back and look for further evidence.

• For example, in a body paragraph about the quality of ingredients in frozen vs. homemade pizza, you could close with an assertion like this: “Because you actively control the quality of the ingredients in pizza you make at home, it can be healthier for you than frozen pizza. It can also let you express your imagination. Pineapple and peanut butter pizza? Go for it! Pickles and parmesan? Do it! Using your own ingredients lets you have fun with your food.” This type of comment helps your reader understand why the ability to choose your own ingredients makes homemade pizza better.

• Reading your essay aloud can also help you find problem spots. Often, when you’re writing you get so used to what you meant to say that you don’t read what you actually said.

• Avoid bias. Don't use overly negative or defamatory language to show why a subject is unfavorable; use solid evidence to prove your points instead.
• Avoid first-person pronouns unless told otherwise. In some cases, your teacher may encourage you to use “I” and “you” in your essay. However, if the assignment or your teacher doesn’t mention it, stick with third-person instead, like “one may see” or “people may enjoy.” This is common practice for formal academic essays.
• Proofread! Spelling and punctuation errors happen to everyone, but not catching them can make you seem lazy. Go over your essay carefully, and ask a friend to help if you’re not confident in your own proofreading skills.

Sample Body Paragraphs

• "When one is deciding whether to go to the beach or the woods, the type of activities that each location offers are an important point to consider. At the beach, one can enjoy the water by swimming, surfing, or even building a sandcastle with a moat that will fill with water. When one is in the woods, one may be able to go fishing or swimming in a nearby lake, or one may not be near water at all. At the beach, one can keep one's kids entertained by burying them in sand or kicking around a soccer ball; if one is in the woods, one can entertain one's kids by showing them different plans or animals. Both the beach and the woods offer a variety of activities for adults and kids alike."

• "The beach has a wonderful climate, many activities, and great facilities for any visitor's everyday use. If a person goes to the beach during the right day or time of year, he or she can enjoy warm, yet refreshing water, a cool breeze, and a relatively hot climate. At the beach, one can go swimming, sunbathe, or build sandcastles. There are also great facilities at the beach, such as a changing room, umbrellas, and conveniently-located restaurants and changing facilities. The climate, activities, and facilities are important points to consider when deciding between the beach and the woods."

Sample Essay Outline

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• ↑ http://writingcenter.unc.edu/handouts/comparing-and-contrasting/
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About This Article

To write a compare and contrast essay, try organizing your essay so you're comparing and contrasting one aspect of your subjects in each paragraph. Or, if you don't want to jump back and forth between subjects, structure your essay so the first half is about one subject and the second half is about the other. You could also write your essay so the first few paragraphs introduce all of the comparisons and the last few paragraphs introduce all of the contrasts, which can help emphasize your subjects' differences and similarities. To learn how to choose subjects to compare and come up with a thesis statement, keep reading! Did this summary help you? Yes No

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Tips for crafting effective compare and contrast essays.

Comparing and contrasting is a common method used in academic writing to analyze the similarities and differences between two or more subjects. Whether you are a student working on an assignment or a professional writing a research paper, mastering the art of compare and contrast essays can greatly enhance your writing skills.

In this article, we will explore useful tips and provide examples to help you create compelling and well-structured compare and contrast essays. From understanding the purpose of the essay to organizing your thoughts and arguments effectively, we’ll cover key strategies to ensure your essay is clear, concise, and engaging.

Guide to Writing Successful Compare and Contrast Essays

Compare and contrast essays can be a challenging but rewarding type of academic writing. By comparing and contrasting two or more subjects, you can deepen your understanding of complex topics and improve your critical thinking skills. To help you write effective compare and contrast essays, follow these tips:

1. Choose an appropriate topic: Select two or more subjects that have some similarities and differences. This will make it easier to compare and contrast them effectively.

2. Develop a clear thesis statement: Your thesis statement should clearly state the purpose of your essay and the main points you will be comparing and contrasting.

3. Create a structure: Organize your essay in a way that makes it easy for the reader to follow. You can use a point-by-point or block structure, depending on your preference.

4. Provide evidence: Support your comparisons with evidence from the subjects you are analyzing. This could include quotes, statistics, or examples.

5. Use transitions: Transition words and phrases help to guide the reader through your essay and make it easier to follow your arguments.

6. Revise and edit: After you have written your essay, be sure to revise and edit it carefully. Check for grammar and spelling errors, as well as clarity and coherence.

By following these tips, you can write successful compare and contrast essays that impress your readers and demonstrate your understanding of the subjects you are analyzing.

Understanding the Essay Structure

When writing a compare and contrast essay, it is crucial to follow a clear structure to ensure that your arguments are presented effectively. The basic structure of this type of essay typically includes an introduction, body paragraphs, and a conclusion.

Introduction: This section provides an overview of the topics being compared and contrasted. It should also include a thesis statement that highlights the main point of the essay.

Body Paragraphs: The body of the essay is where you provide detailed comparisons and contrasts between the two subjects. Each paragraph should focus on a specific point of comparison and include evidence to support your arguments.

Conclusion: In the conclusion, you should summarize the main points of the essay and restate the thesis. This section should also provide a final thought or insight to leave a lasting impression on the reader.

By following this structure, you can ensure that your compare and contrast essay is well-organized and easy for readers to follow.

Choosing the Right Topics

When it comes to writing a compare and contrast essay, choosing the right topics is crucial. The topics you select will determine the focus of your essay and set the tone for the rest of your writing. Here are some tips for choosing the right topics:

• Choose topics that have a clear connection: Make sure the topics you choose have some similarities and differences that you can explore in your essay. This will help you create a meaningful comparison.
• Opt for topics that interest you: Select topics that you find engaging and meaningful. This will make the writing process more enjoyable and will help you stay motivated throughout.
• Consider your audience: Think about who will be reading your essay and choose topics that will resonate with them. Consider their interests and preferences when selecting your topics.
• Avoid overly broad topics: Make sure the topics you choose are specific enough to allow for a focused comparison. Overly broad topics can lead to a lack of depth in your analysis.
• Look for unique angles: Try to find topics that offer a fresh perspective or unique angle for comparison. This will make your essay more interesting and engaging to your readers.

Gathering and Organizing Information

Before you start writing a compare and contrast essay, it is essential to gather and organize all the necessary information. Begin by selecting the subjects you want to compare and contrast. Make sure they have enough similarities and differences to make your essay informative and engaging.

Once you have chosen your topics, gather relevant information from credible sources. This can include books, academic journals, articles, and reputable websites. Take detailed notes and highlight key points that you can use in your essay. Organize your information in a systematic way to make it easier to reference and use while writing.

Consider creating a T-chart or Venn diagram to visually map out the similarities and differences between your subjects. This can help you see the relationships between the two topics more clearly and guide your essay structure.

By effectively gathering and organizing information, you will set a strong foundation for your compare and contrast essay and ensure that your arguments are well-supported and coherent.

Developing a Strong Thesis Statement

One of the key elements of a successful compare and contrast essay is a strong thesis statement. Your thesis statement should clearly outline the main points you will compare and contrast in your essay. It should also convey your overall argument and the significance of the comparison. Here are some tips for developing a strong thesis statement:

By following these tips, you can develop a strong thesis statement that sets the foundation for a well-organized and effective compare and contrast essay.

Writing the Essay: Tips and Tricks

When writing a compare and contrast essay, it’s important to keep in mind a few tips and tricks to make your essay effective and engaging. Here are some strategies to help you craft a compelling piece:

1. Begin with a Strong Thesis Statement:

Start your essay with a clear and concise thesis statement that highlights the main points of comparison and contrast. This will help guide your reader through the rest of the essay and provide a roadmap for your argument.

2. Organize Your Essay Carefully:

Structure your essay in a logical and coherent manner. You can choose to arrange your points by subject or point-by-point, but make sure your essay flows smoothly from one section to the next.

3. Use Transition Words:

Transition words and phrases like “similarly,” “in contrast,” and “however” can help signal the relationship between different ideas and improve the overall coherence of your essay.

4. Provide Concrete Examples:

To illustrate your points effectively, include specific examples and evidence to support your comparisons. This will add depth and credibility to your argument.

5. Revise and Edit:

Finally, don’t forget to revise and edit your essay before submitting it. Check for spelling and grammar errors, ensure your ideas are clear and well-supported, and make any necessary adjustments to improve the overall quality of your writing.

By following these tips and tricks, you can write an effective compare and contrast essay that engages your reader and effectively communicates your ideas.

Examples of Compare and Contrast Essays

1. Online Learning vs. Traditional Classroom Learning

This essay compares and contrasts the benefits and drawbacks of online learning and traditional classroom learning. It discusses factors such as convenience, interaction with instructors, and learning outcomes.

2. iOS vs. Android: A Comparison of Smartphone Operating Systems

This essay delves into the differences between iOS and Android operating systems, comparing their user interface, app availability, customization options, and overall performance. It aims to help readers make informed decisions when choosing a smartphone.

3. Vegetarianism vs. Veganism: Contrasting Plant-Based Diets

This essay explores the distinctions between vegetarianism and veganism, focusing on their dietary restrictions, ethical considerations, environmental impact, and health benefits. It aims to assist individuals in understanding the differences and choosing the diet that aligns with their values and goals.

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• Essay on Appeal

Advertisement Comparison Essay Example

Type of paper: Essay

Topic: Appeal , Feeling , Apple , Steve Jobs , Love , Microsoft , Supreme Court , Emotions

Published: 02/17/2020

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The area of advertising has long been a place of interest and continued research. This essay will examine three separate advertisements in order to identify both the connections and the feelings that these advertisements evoke. In order to determine the full impact of the wide range of stimulus that surrounds each one of us, examining and identifying the elements that comprise an effective advertisement will illustrate the strengths and detriments of these approaches. In the end, this essay will examine effect, implementation and overall impact with the stated goal of finding the strengths and weaknesses associated with each advertising strategy. /> The advertisement created by McDonalds (Google.com 1) featuring a picture of the iconic Big Mac raises a number of feelings. The overall theme of the ad uses the colours of dark red to accentuate the food offering. By proclaiming in a bold print that the person should “Stop Staring at me, like I’m some Piece of Meat”, the ad both touches on the taboo of continued reading as well as the element of humour in order to present the burger in a manner both appealing and socially acceptable. Secondarily, the ad goes on the use the question “Are you Mac enough” to incite a feeling of challenge that many may find appealing. Further the use of the slogan “Piece of Meat” continues to evoke that range of feelings that the burger needs to be faced and eaten. The caption at the bottom of the ad “You can look but you can’t touch” continues on to build a feeling of enticement in the prospective buyer. Each of the elements of this ad from the colour, to the design and lettering and the slogan is specifically designed to incite the feelings of challenge and the concept of “come and prove it”. This form of advertising will make the low quality of the fast food industry a little more fun. The approach used by the Apple Company to advertise its Apple Nano Chrome continues to play on the concept of personality in order to achieve the needed interest (Apple 1). With the most striking element of the effort centred on the colour, the wide range of potential choices is brought up front and centre. This approach evokes a feeling of being able to determine every element of the choice that I get to make, I like that a lot. Further, incorporated on the screens of each of the pictured models is a rendition of a cultural icon that allows for a relatable quality to the proffered device. The very words of the title “The Colours of Music” are indicative of individual choice, specifically made to evoke a feeling of control and power over the entire process from beginning to end. The manner in which the picture is framed from the grey on one end to the vibrant red on the other end, adds depth and consideration to the ad, evoking a real feeling of quality and thoughtfulness. The advertisement put together by Microsoft to promote their Visual Studio offering incorporates many of the same elements of personality centred advertisement as the others (Microsoft 1). The picture of the man, admittedly slightly geeky, in glasses and collared shirts, evokes an image of computer professionalism from the very start. Utilizing the words “Your Potential” in a caption next to the picture makes the feeling of possibility come to the foreground. This new tool from Microsoft is designed to appeal to the professional designer, and in order to do that it must appeal to the core desires of the target population, skill and education. The accompanying picture of the classroom full of students continues to build on the perception of added potential in the product. Each of the students is happy, which makes me happy because they are obviously using this product in a meaningful way. The motto engraved above the little girls “With the right tools we believe childlike dreams can become real.” Brings about a feeling of positive and happiness that this tool is necessary in order for me to be able to create to the full range of potential.” Unlike the previous two advertisements, this Apple ad reaches beyond the physical and digs down in the personality traits that are required to become really good at something.

This essay has examined three advertisements in order to find the similarities and differences with each approach. Both the McDonalds and the Apple ad tended to appeal to the more physical elements of the persons personality with the Microsoft Ad was designed to appeal to the more professional set. Yet, each one of these evokes positive images in their effort to build consumer interest. They use the same tools on different areas of a person’s psychology to achieve similar results. It remains the focus and the product that determines which area that needs to be targeted. Different products will appeal to separate areas. In the end, it will be the most effective means of reaching a person that proves the best advertising method.

Works cited

"Mcdonalds ad" Google.com, 2013. Web. 12 Oct 2013. "One of my habits is to visit www. Microsoft .com one a week, and here it " Microsoft, 2013. Web. 12 Oct 2013. "APPLE AD: NANO CHRM by ~kurtss on deviantART." Apple, 2013. Web. 12 Oct 2013.

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Comparing and Contrasting

What this handout is about.

This handout will help you first to determine whether a particular assignment is asking for comparison/contrast and then to generate a list of similarities and differences, decide which similarities and differences to focus on, and organize your paper so that it will be clear and effective. It will also explain how you can (and why you should) develop a thesis that goes beyond “Thing A and Thing B are similar in many ways but different in others.”

Introduction

In your career as a student, you’ll encounter many different kinds of writing assignments, each with its own requirements. One of the most common is the comparison/contrast essay, in which you focus on the ways in which certain things or ideas—usually two of them—are similar to (this is the comparison) and/or different from (this is the contrast) one another. By assigning such essays, your instructors are encouraging you to make connections between texts or ideas, engage in critical thinking, and go beyond mere description or summary to generate interesting analysis: when you reflect on similarities and differences, you gain a deeper understanding of the items you are comparing, their relationship to each other, and what is most important about them.

Recognizing comparison/contrast in assignments

Some assignments use words—like compare, contrast, similarities, and differences—that make it easy for you to see that they are asking you to compare and/or contrast. Here are a few hypothetical examples:

• Compare and contrast Frye’s and Bartky’s accounts of oppression.
• Compare WWI to WWII, identifying similarities in the causes, development, and outcomes of the wars.
• Contrast Wordsworth and Coleridge; what are the major differences in their poetry?

Notice that some topics ask only for comparison, others only for contrast, and others for both.

But it’s not always so easy to tell whether an assignment is asking you to include comparison/contrast. And in some cases, comparison/contrast is only part of the essay—you begin by comparing and/or contrasting two or more things and then use what you’ve learned to construct an argument or evaluation. Consider these examples, noticing the language that is used to ask for the comparison/contrast and whether the comparison/contrast is only one part of a larger assignment:

• Choose a particular idea or theme, such as romantic love, death, or nature, and consider how it is treated in two Romantic poems.
• How do the different authors we have studied so far define and describe oppression?
• Compare Frye’s and Bartky’s accounts of oppression. What does each imply about women’s collusion in their own oppression? Which is more accurate?
• In the texts we’ve studied, soldiers who served in different wars offer differing accounts of their experiences and feelings both during and after the fighting. What commonalities are there in these accounts? What factors do you think are responsible for their differences?

You may want to check out our handout on understanding assignments for additional tips.

Using comparison/contrast for all kinds of writing projects

Sometimes you may want to use comparison/contrast techniques in your own pre-writing work to get ideas that you can later use for an argument, even if comparison/contrast isn’t an official requirement for the paper you’re writing. For example, if you wanted to argue that Frye’s account of oppression is better than both de Beauvoir’s and Bartky’s, comparing and contrasting the main arguments of those three authors might help you construct your evaluation—even though the topic may not have asked for comparison/contrast and the lists of similarities and differences you generate may not appear anywhere in the final draft of your paper.

Discovering similarities and differences

Making a Venn diagram or a chart can help you quickly and efficiently compare and contrast two or more things or ideas. To make a Venn diagram, simply draw some overlapping circles, one circle for each item you’re considering. In the central area where they overlap, list the traits the two items have in common. Assign each one of the areas that doesn’t overlap; in those areas, you can list the traits that make the things different. Here’s a very simple example, using two pizza places:

To make a chart, figure out what criteria you want to focus on in comparing the items. Along the left side of the page, list each of the criteria. Across the top, list the names of the items. You should then have a box per item for each criterion; you can fill the boxes in and then survey what you’ve discovered.

Here’s an example, this time using three pizza places:

As you generate points of comparison, consider the purpose and content of the assignment and the focus of the class. What do you think the professor wants you to learn by doing this comparison/contrast? How does it fit with what you have been studying so far and with the other assignments in the course? Are there any clues about what to focus on in the assignment itself?

Here are some general questions about different types of things you might have to compare. These are by no means complete or definitive lists; they’re just here to give you some ideas—you can generate your own questions for these and other types of comparison. You may want to begin by using the questions reporters traditionally ask: Who? What? Where? When? Why? How? If you’re talking about objects, you might also consider general properties like size, shape, color, sound, weight, taste, texture, smell, number, duration, and location.

Two historical periods or events

• When did they occur—do you know the date(s) and duration? What happened or changed during each? Why are they significant?
• What kinds of work did people do? What kinds of relationships did they have? What did they value?
• What kinds of governments were there? Who were important people involved?
• What caused events in these periods, and what consequences did they have later on?

Two ideas or theories

• What are they about?
• Did they originate at some particular time?
• Who created them? Who uses or defends them?
• What is the central focus, claim, or goal of each? What conclusions do they offer?
• How are they applied to situations/people/things/etc.?
• Which seems more plausible to you, and why? How broad is their scope?
• What kind of evidence is usually offered for them?

Two pieces of writing or art

• What are their titles? What do they describe or depict?
• What is their tone or mood? What is their form?
• Who created them? When were they created? Why do you think they were created as they were? What themes do they address?
• Do you think one is of higher quality or greater merit than the other(s)—and if so, why?
• For writing: what plot, characterization, setting, theme, tone, and type of narration are used?
• Where are they from? How old are they? What is the gender, race, class, etc. of each?
• What, if anything, are they known for? Do they have any relationship to each other?
• What are they like? What did/do they do? What do they believe? Why are they interesting?
• What stands out most about each of them?

Deciding what to focus on

By now you have probably generated a huge list of similarities and differences—congratulations! Next you must decide which of them are interesting, important, and relevant enough to be included in your paper. Ask yourself these questions:

• What’s relevant to the assignment?
• What’s relevant to the course?
• What’s interesting and informative?
• What matters to the argument you are going to make?
• What’s basic or central (and needs to be mentioned even if obvious)?
• Overall, what’s more important—the similarities or the differences?

Suppose that you are writing a paper comparing two novels. For most literature classes, the fact that they both use Caslon type (a kind of typeface, like the fonts you may use in your writing) is not going to be relevant, nor is the fact that one of them has a few illustrations and the other has none; literature classes are more likely to focus on subjects like characterization, plot, setting, the writer’s style and intentions, language, central themes, and so forth. However, if you were writing a paper for a class on typesetting or on how illustrations are used to enhance novels, the typeface and presence or absence of illustrations might be absolutely critical to include in your final paper.

Sometimes a particular point of comparison or contrast might be relevant but not terribly revealing or interesting. For example, if you are writing a paper about Wordsworth’s “Tintern Abbey” and Coleridge’s “Frost at Midnight,” pointing out that they both have nature as a central theme is relevant (comparisons of poetry often talk about themes) but not terribly interesting; your class has probably already had many discussions about the Romantic poets’ fondness for nature. Talking about the different ways nature is depicted or the different aspects of nature that are emphasized might be more interesting and show a more sophisticated understanding of the poems.

Your thesis

The thesis of your comparison/contrast paper is very important: it can help you create a focused argument and give your reader a road map so they don’t get lost in the sea of points you are about to make. As in any paper, you will want to replace vague reports of your general topic (for example, “This paper will compare and contrast two pizza places,” or “Pepper’s and Amante are similar in some ways and different in others,” or “Pepper’s and Amante are similar in many ways, but they have one major difference”) with something more detailed and specific. For example, you might say, “Pepper’s and Amante have similar prices and ingredients, but their atmospheres and willingness to deliver set them apart.”

Be careful, though—although this thesis is fairly specific and does propose a simple argument (that atmosphere and delivery make the two pizza places different), your instructor will often be looking for a bit more analysis. In this case, the obvious question is “So what? Why should anyone care that Pepper’s and Amante are different in this way?” One might also wonder why the writer chose those two particular pizza places to compare—why not Papa John’s, Dominos, or Pizza Hut? Again, thinking about the context the class provides may help you answer such questions and make a stronger argument. Here’s a revision of the thesis mentioned earlier:

Pepper’s and Amante both offer a greater variety of ingredients than other Chapel Hill/Carrboro pizza places (and than any of the national chains), but the funky, lively atmosphere at Pepper’s makes it a better place to give visiting friends and family a taste of local culture.

You may find our handout on constructing thesis statements useful at this stage.

Organizing your paper

There are many different ways to organize a comparison/contrast essay. Here are two:

Subject-by-subject

Begin by saying everything you have to say about the first subject you are discussing, then move on and make all the points you want to make about the second subject (and after that, the third, and so on, if you’re comparing/contrasting more than two things). If the paper is short, you might be able to fit all of your points about each item into a single paragraph, but it’s more likely that you’d have several paragraphs per item. Using our pizza place comparison/contrast as an example, after the introduction, you might have a paragraph about the ingredients available at Pepper’s, a paragraph about its location, and a paragraph about its ambience. Then you’d have three similar paragraphs about Amante, followed by your conclusion.

The danger of this subject-by-subject organization is that your paper will simply be a list of points: a certain number of points (in my example, three) about one subject, then a certain number of points about another. This is usually not what college instructors are looking for in a paper—generally they want you to compare or contrast two or more things very directly, rather than just listing the traits the things have and leaving it up to the reader to reflect on how those traits are similar or different and why those similarities or differences matter. Thus, if you use the subject-by-subject form, you will probably want to have a very strong, analytical thesis and at least one body paragraph that ties all of your different points together.

A subject-by-subject structure can be a logical choice if you are writing what is sometimes called a “lens” comparison, in which you use one subject or item (which isn’t really your main topic) to better understand another item (which is). For example, you might be asked to compare a poem you’ve already covered thoroughly in class with one you are reading on your own. It might make sense to give a brief summary of your main ideas about the first poem (this would be your first subject, the “lens”), and then spend most of your paper discussing how those points are similar to or different from your ideas about the second.

Point-by-point

Rather than addressing things one subject at a time, you may wish to talk about one point of comparison at a time. There are two main ways this might play out, depending on how much you have to say about each of the things you are comparing. If you have just a little, you might, in a single paragraph, discuss how a certain point of comparison/contrast relates to all the items you are discussing. For example, I might describe, in one paragraph, what the prices are like at both Pepper’s and Amante; in the next paragraph, I might compare the ingredients available; in a third, I might contrast the atmospheres of the two restaurants.

If I had a bit more to say about the items I was comparing/contrasting, I might devote a whole paragraph to how each point relates to each item. For example, I might have a whole paragraph about the clientele at Pepper’s, followed by a whole paragraph about the clientele at Amante; then I would move on and do two more paragraphs discussing my next point of comparison/contrast—like the ingredients available at each restaurant.

There are no hard and fast rules about organizing a comparison/contrast paper, of course. Just be sure that your reader can easily tell what’s going on! Be aware, too, of the placement of your different points. If you are writing a comparison/contrast in service of an argument, keep in mind that the last point you make is the one you are leaving your reader with. For example, if I am trying to argue that Amante is better than Pepper’s, I should end with a contrast that leaves Amante sounding good, rather than with a point of comparison that I have to admit makes Pepper’s look better. If you’ve decided that the differences between the items you’re comparing/contrasting are most important, you’ll want to end with the differences—and vice versa, if the similarities seem most important to you.

Our handout on organization can help you write good topic sentences and transitions and make sure that you have a good overall structure in place for your paper.

Cue words and other tips

To help your reader keep track of where you are in the comparison/contrast, you’ll want to be sure that your transitions and topic sentences are especially strong. Your thesis should already have given the reader an idea of the points you’ll be making and the organization you’ll be using, but you can help them out with some extra cues. The following words may be helpful to you in signaling your intentions:

• like, similar to, also, unlike, similarly, in the same way, likewise, again, compared to, in contrast, in like manner, contrasted with, on the contrary, however, although, yet, even though, still, but, nevertheless, conversely, at the same time, regardless, despite, while, on the one hand … on the other hand.

For example, you might have a topic sentence like one of these:

• Compared to Pepper’s, Amante is quiet.
• Like Amante, Pepper’s offers fresh garlic as a topping.
• Despite their different locations (downtown Chapel Hill and downtown Carrboro), Pepper’s and Amante are both fairly easy to get to.

You may reproduce it for non-commercial use if you use the entire handout and attribute the source: The Writing Center, University of North Carolina at Chapel Hill

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Violence against Women in India

Understanding trends in the extent of violence against women can be helpful in challenging violence against women and gender inequality. In this paper, we compare the incidence of violence, as measured in the National Family Health Surveys, to the reporting of violence, as compiled by the National Crime Records Bureau. We also shed light on heterogeneity in incidence and reporting across India’s states. We find that violence against women is common, that most violence against women is not reported to the police, that violence by husbands is less likely to be reported than violence by others, and that the reporting of violence has not improved over the last decade and a half. These concerning findings highlight the urgent need for social and legal interventions to reduce violence against women, and to improve its reporting.

The authors would like to thank Vipul Paikra for helpful research assistance. 

Sexual and physical violence against women is one of the clearest and most detrimental manifestations of gender inequa lity. The United Nations Sustainable Development Goals aim at “eliminating violence against women and girls” (UNWomen 2022). And violence against women remains one of the core concerns of movements against patriarchy in India and globally (Kannabiran and Menon 2007). Despite this recogn ition, public discussions on violence against women in India are c onstrained by the lack of reliable information on the magnitude of violence against women, the extent to which cases are reported to the police, or trends in incidence and reporting (Bhattacharya 2013; Gupta 2014; Rukmini 2021). 

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Guest Essay

Trump-Vance Is Making Something Very Clear About Trumpism

By Noah Millman

Mr. Millman has written extensively about politics, policy and culture and is the author of the newsletter Gideon’s Substack.

Since his selection as Donald Trump’s running mate, Senator JD Vance has performed poorly on most metrics by which we judge vice-presidential nominees. He has never been noted for his charisma, and his attacks and insults have rendered him exceptionally unpopular.

But he was not picked for traditional political reasons, like electoral strength in a swing state or being the ambassador to a needed voting bloc. It may be hard to recall after weeks of talk about “ cat ladies ,” but Mr. Vance, as much as virtually anyone else in Mr. Trump’s orbit, has tried to put ideological and policy meat on the MAGA bones. Mr. Vance was positioned to be MAGA’s overseer of the so-called deep state, the one who would make sure that, this time around, things would really change. Whether or not he became Mr. Trump’s heir, he would make sure that there would be a Trumpism beyond Mr. Trump.

But can there be a Trumpism beyond Mr. Trump? The idea — which appeals to many on the right who agree with the Trumpist turn on immigration, trade and foreign policy but also see Mr. Trump’s unfitness for office — may be an impossible dream in principle and not only because of Mr. Trump’s practical inescapability.

Mr. Trump’s persona has been the essence of his appeal — his policies matter more for the way they create and sustain that persona than they do for their substantive impact. It is intimately bound up with his anti-institutional posturing, his claim to be the one man who can defeat the system. That is a very difficult thing to institutionalize or even to hand off to a successor.

Indeed, some of the most institutionally destabilizing aspects of populism — its resort to demagoguery, its threats to liberal norms and its association with corruption — may be inseparable from its core appeal.

Populism’s essential criticism is that the apparently neutral forms of liberal government have been hijacked by a class of self-serving elites that are alien to the people from whom, under our Constitution, the government derives its legitimate authority. Right-wing populists tend to emphasize the cultural alienation of that elite class, while left-wing populists highlight its plutocratic remove. But they have a common remedy: a champion who, in the name of the people, will drive those elites from their positions of power and influence and restore a government of the people, by the people and for the people. For that very reason, populist movements from Brazil and Mexico to France and Italy to Turkey and India have been led by charismatic leaders whose authority derives from them personally and not from institutions — because only such a leader can plausibly posture as such a champion.

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