AUTHORITATIVE SOURCES

To find an authoritative source for your second research paper, try two library databases: Communication & Mass Media Complete, and JSTOR (with the “Advertising and Marketing” journals selected in an advance search).

If you run into problems or have questions at any step, click on the “Ask a Librarian” button or go back to the library homepage where you’ll see an “Ask” button at the top, righthand corner. You can use their chat option to ask any question, broad or specific.

To get to Communication & Mass Media Complete:

1. From the main library page, click on the red “Catalog” button with the down arrow to see more options.
2. Select “Databases.”
3. Click “Introductory Databases”
4. On the list of subject areas and database names, look for the Communication/Media subject area and click on “Comm & Mass Media Complete.”
5. Once there, you can do a search, using some of the tips and skills you gained on the first research paper draft.

To get to JSTOR:

1. From the main library page, click on the red “Catalog” button with the down arrow to see more options.
2. Select “Databases.”
3. Click “Top 10 Databases”
4. From the list of database names, click “JSTOR.”
5. Under the search box, click the link for “Advanced Search.”
6. Once there, you can do a search, using some of the tips and skills you gained on the first research paper draft.
7. When you see the results, you may then want to narrow your search using the options on the left-hand side of the screen. You can narrow by Content Type, checking off “Journals,” as well as Subject, checking off at least “Marketing & Advertising” plus other subjects that look relevant to you.

Examples: Here are some examples of authoritative sources that you might use in building your arguments. They might not be relevant in your case, but should tell you what kinds of authoritative sources you might be looking for.

• Gloria Steinem, “Sex, lies & advertising”: placement of advertisements within the medium, the ideal of advertorial
• Tom Reichert (2003) “Arousing aspirations: lifestyle apparel and high-fashion”: about lifestyle appeals (sex appeals mostly) seen in the fashion advertisements via examples of AF, CK, etc.
• Turrow, J. (1997) Mapping a fractured society: segmentation and targeting and the possible consequences of the discrepancies between advertisement companies’ characterization of consumers and consumers’ self-perception or aspirations. Significance of segmentation and targeting.
• Klara, R. (2015). “How yesterday’s blue-collar brands became today’s coolest clothe.”: about re-marketing of blue-collar brands (overalls, jeans) as fashion material via ‘authenticity’ marketing.
• Two other examples that show how (especially print) ads could be analyzed through myth, values, & text – Holt (2006) “Why the sustainable economy movement hasn’t scaled: toward a strategy that empowers Main Street”; Thurlow & Jaworski (2006) “The alchemy of the upwardly mobile: Symbolic capital and the stylization of elites in frequent-flyer programs”

WRITING RESOURCES

The Writing Center at UW-Madison is a place to get help with the mechanics of writing: grammar, spelling, organization and argument structure.

TAs in J201 are content specialists–they can help with media-related questions and help you find relevant resources and craft strong arguments. But they are not writing coaches. We expect that essays turned in–including first drafts–will be clean, with good grammar, spelling, punctuation and organization.

Assignments turned in in J201 should conform to APA style. For help with APA style visit the APA Style Page of the Writing Center at UW-Madison .

There are resources uploaded on Box that will help you learn how to: develop and support arguments; revise drafts; acknowledge and paraphrase ideas that are not your own; and cite sources for your Research Report. These resources can be found here.