Two theorists- Marx and Freud

This is my whole brief for the essay. The theorists should be Marx and Freud. The reading list is: Barthes, R. (1973) Mythologies. New York: Hill and Wang. Berger, J. (2008) Ways of seeing. London: Penguin. Evans, J. & Hall, S. eds. (1999) Visual culture: the reader. London: Sage. Hall, S. (2012) Culture, media, language. 2nd ed.London: Routledge You can choose whichever text is the easiest for you. The brief: A key part of writing any academic essay – or indeed the sort of analysis advertising professional often have to produce, is being able to present more than one perspective. In this essay you will present TWO analyses of an advert or advertising campaign. You should pick TWO theorists (Marx and Freud) covered on the Unit and ONE text (agreed with your tutor in class). You should then write an essay that uses the theorists to presents TWO analyses as a debate. As an example, you choose a perfume advert and have Marx and Freud discuss/debate it. You should aim to use your theorists in relation to the same aspect of the advertisement (gender and sex for example); the aim is to offer two different critical perspectives but on the same phenomenon. You can also use both positions as a means of developing your own argument. Marx might take the position that the advert makes assumptions about sex and gender in order to support the ideologies of the dominant group in society and the need for a constant supply of labour. On the other hand, Freud might want to stress that what is most interesting is the way in which sexuality is used to appeal to and exploit our ‘basic’, repressed instincts and to use these to trigger the act of consumption. Both perspectives relate to capitalism in some way although they approach it differently. You can use any two theorists covered on the Unit. As with the Blog, don’t worry about trying to write in the style of your chosen theorist or attempting to write ‘in character’. Concentrate more on using his/her theoretical concepts or tools to make an argument. The difference with the essay is that this is a debate and as such, the case needs to be backed up with reading and references and form a powerful argument (or arguments). As possible structure for the essay could be: 1. Introduction: A summary of the two theorists’ take on the chosen text. Their main arguments and points of agreement or disagreement. (c150 words) 2. Introducing your theorists Summary of the two theorists’ perspectives. You should look to use relevant quotations as part of this discussion. Don’t offer a biography of the writer or try to include every idea associated with them. Pick out and explain the key concepts they will use. Here is where you can use your reading and quotes. (2 x 200 words) 3. The debate The two theorists discuss/argue about the ad. Get each theorist to make TWO points about TWO specific things using specific concepts. They can use the same concept to analyse different things e.g. Marx might use the concept of base/superstructure to analyse both the text and the image. If you can, get the second theorist to argue with the first. You might say: “While Marx says this advert is all about class, Freud would argue that it is about the psyche…” You should write this in the Third person i.e. “Marx would argue…” not “I argue…” You can use quotes here to support the theorists’ argument. (4 x 200 words) 4. Conclusion: Mirroring your introduction, a summary of the argument. (c150 words) 5. Bibliography: correctly formatted in Harvard style. Your essay should include at least four correctly referenced direct quotations and four correctly referenced paraphrased quotations. Think of one per example plus an additional for the introduction & conclusion