L6 Major Project (Ad&PR) Referencing

W

to credit the author

it is considered intellectual theft (i.e. plagiarism) if you don't acknowledge your sources.

Why?

to strengthen your argument

finding studies/authors who agree with your ideas strengthens your argument. It is important to provide evidence for the points you make.

to show where your ideas came from

your reader should be able to see which sources informed your assignment

Harvard

Cite Them

Right

Format your reference list

using Harvard Cite Them Right

https://citethemrightonline.com/

• Read articles
• Use examples

H

Q

Questions...

Q: How is the reference list ordered?

A: Alphabetically

Q: Which referencing system should you use?

A: Harvard Cite Them Right

Reference list

Adichie, C. N. (2009) The Danger of a Single Story. Available at: https://www.ted.com/talks/chimamanda_adichie_the_danger_of_a_single_story (Accessed: 25 June 2017).

Arcadia Group (2017) Topshop: Style and Innovation. Available at: https://www.arcadiagroup.co.uk/brands/topshop 12 (Accessed: 8 July 2017).

Barnard, A. and Parker, C. (2012) Campaign It! Achieving Success through Communication. London: Kogan Page.

Percy, L., Pervan, S. and Rosenbaum-Elliott, R. (2015) Strategic Brand Management. 3rd edn. New York: Oxford University Press.

Saunders, D. (1999) Twentieth Century Advertising. London: Carlton Books.

Q: When do you use et al.?

A: When citing 4+ authors

e.g. Smith et al. (2018)

Find + write a reference for this Mintel report

Beauty Influencers and Educators

August 2018

Reference list

Mintel Oxygen (2018) 'Beauty Influencers and Educators'. Available at: http://academic.mintel.com (Accessed: 12 November 2018).

In-text citation

Blah blah blah (Mintel Oxygen, 2018).

W

What are in-text citations?

• A cut-down version of the full reference

• Usually author surname + year (but refer to Cite Them Right)

• Include by EVERY idea that you paraphrased/quoted

• Everything in your reference list needs an in-text citation

I

Where do in-text citations go?

Blah blah blah (Gammage, 2017).

As Gammage (2017) notes blah blah blah.

Q

What if you have Mintel reports all from the same year?

Mintel Oxygen (2018a)

Mintel Oxygen (2018b)

Mintel Oxygen (2018c)

A

Essay title

Blah blah blah.

Blah blah blah (Saunders, 1999).

Blah blah blah.

Blah blah blah (Barnard and Parker, 2012).

Blah blah blah.

As Percy, Pervan and Rosenbaum-Elliott (2015) note

blah blah blah.

Assignment

Reference list

Barnard, A. and Parker, C. (2012) Campaign It! Achieving Success through Communication. London: Kogan Page.

Percy, L., Pervan, S. and Rosenbaum-Elliott, R. (2015) Strategic Brand Management. 3rd edn. New York: Oxford University Press.

Saunders, D. (1999) Twentieth Century Advertising. London: Carlton Books.

How to use a source as evidence

Weak evidence

E

Weak evidence - example

The reader begins to detect a certain amount of pride and anger in the nature of Oedipus. "Nothing! You, you scum of the earth, you'd enrage a heart of stone! You won't talk? Nothing moves you? Out with it, once and for all!" Oedipus' flaw helps him fit Aristotle's criteria, because it shows that Oedipus is not pre-eminently virtuous. Pride drove him to fight with Laius at the crossroads.

• Being descriptive

Descriptive writing (e.g. writing about narrative) will not gain you marks. Keep descriptions to a minimum; your writing should be analytical.

• Over-reliance on quotations

Using lots of quotes does not demonstrate that you have understood the text. Try to paraphrase instead.

• Balance text and interpretation

Highlight only the elements that support your argument.

Strong evidence

E

• Synthesis

The writer synthesises numerous texts to give readers a general sense of scholarship about the subject.

• Interpretation

The writer then asserts their own interpretation of the materials, one that challenges (and claims to correct) the traditional interpretations.

This level of textual sophistication takes practice.

Strong evidence - example

To change US policy, Bulnes constructs from this thesis a caustic

polemic that is occasionally confusing. Until we understand Bulnes' underlying argument, we

will respond to him as merely one more Mexican nationalist and not as the deeply philosophical polemicist that he is. Some have claimed that Bulnes' critical re-thinking of the Porfiriato represented only a crisis of 19th Century Positivism.

Paraphrasing

Use an idea from a source, then put it into your own words. Add in-text citation.

Quoting

Copy the text exactly. Add in-text citation.

Paraphrasing

Beyoncé’s performances celebrating Black culture have resulted in major public backlash; her popularity with audiences does not exempt her from this reaction (Gammage, 2017).

Despite her stature in popular culture, the industry confines Beyoncé to a unidimensional existence, such that any appearance of Black advocacy renders public backlash.

PARAPHRASED

ORIGINAL

Quoting

Despite her stature in popular culture, the industry confines Beyoncé to a unidimensional existence, such that any appearance of Black advocacy renders public backlash.

Despite her popularity with audiences, the music business “confines Beyoncé to a unidimensional existence” (Gammage, 2017, p.724) such that she exists as a female artist but not a Black female artist.

QUOTED

ORIGINAL

Paraphrase + use an in-text citation

1. Return to the Beauty Influencers and Educators report (Mintel)

2. Paraphrase a passage from the following section:

Consumer > Attitudes towards beauty bloggers/vloggers

Example: Paraphrased

Mintel (2018) finds that public uncertainty around influencers and sponsorship has led to a wider mistrust of beauty bloggers.