...‘Got Milk?’ In 1993, the sales of milk are falling out as Americans switched to other drinks. The California Milk Processor Board launched the ‘Got Milk?’ campaign created by the agency Goodby Silverstein & Partners to promote to all people of all ages to drink more milk. ‘Got Milk?’ is a very influential advertising campaign that has gained over the years and continues to provide awareness for nutritional benefits of milk (Holt). The ads always use familiar faces to promote their products. The public is more likely to spend money to something they believe that they are trustworthy. An example of this ad is from Sports Illustrated magazine September 1999 issue featuring tennis stars and sisters Venus and Serena Williams. Famous for their colorful beaded braids and on-court success, these athletes have paired up off court with a milk mustache to encourage both young and adults especially those who lead active lifestyles to drink milk and get all the health benefits from it. The ethical appeal in this ad is very noticeable from the moment you look at it. “The ‘Got Milk?’ campaign is one of the most recognized and respected advertising campaigns, having earned a place in advertising history,” says milkdelivers.org. The ‘Got Milk?’ campaign ad has increased the production and consumption of milk products in California. A company that is known for its success has been around for years and still going means that their credibility is unquestionable. This may be one of the reasons...
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...Visual Rhetoric While this organization succeeds in many ways with it rhetoric, it fails to succeed with its visual rhetoric. Visual rhetoric is supposed to “solidify and make more concrete ideographs meanings and help the rhetor connect or affirm their ideologies” according to chapter 3 supplemental notes. However, the visual images on the website and brochures fail to do much talking at all. They are rather plain with mostly pictures of women smiling. So instead of using the images purposely and showing things they have done or accomplishments that women and women of color have achieved to help support their argument they put minimal effort into the visual rhetoric making it useless to their argument. It would be effective for them to show...
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...rather context clues. They’re context clues in the sense that they tell us about the individual in the photograph, and they give us a lot of information about him and what he may possibly do. Without these context clues, it would be extremely difficult to formulate any opinions as to who the man in the photograph is or what he does. However with them, we can develop an idea as to who the man is and what he does. A wise man once told me that you could tell a lot about a person by what he/she keep on his/her desk and how his/her office looks. In this photograph a man sits at his very detailed and organized desk with awards hanging on the wall that acknowledge his many achievement, with an accomplished and proud look on his face. Humans are visual people, and what we see affects what we believe and feel. The photograph evokes pathos in the sense of the man’s facial expression and appearance, as well as logos in the sense that the items in his office help give him credibility and tell us about him. For the sake of reference,...
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...Highs and Lows of Nike Advertisement Abstract This paper is designed to compare two images based on their style, audience and purpose. Both images are similar, but only one is useful in my opinion. The purpose is to practice critical thinking, while comparatively analyzing these two images for their effectiveness on their target audience. This piece will also draw the message and appeal to the audience from the images that were chosen. The results should depict a useful image for a select audience, and an image that doesn’t do quite do what the other can. Introduction It is safe to assume that vast majorities of people have owned an item with a white “swoosh” on it, right? That swoosh is a universal and I’m confident to say a vast majority of the world recognizes what brand it boasts: Nike. The athletic manufacturing giant that is Nike is a universally recognized brand that is familiar with athletes around the world. Rated at 126 in the Fortune 500, Nike is a global powerhouse, and much of its success is based on successful advertisement with highly paid, endorsed athletes. With their well-known sales pitch “Just Do It,” most people, including myself, do just that. This essay will convey 2 examples of Nike: good advertising, and the bad, their target audience, and what both images do to compel you to purchase the products they bolster. Description The two images chosen to describe are both similar in terms of Nikes taste is athletes and message, and vastly different...
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...defined later in the presentation as to what evolution meant. The use of example about Matt Slick from CORM falls under the rhetoric device of argument from celebrity. There were also a few visual images used in the presentation. Matt ended his part of the presentation with a video which involved Richard Dawkins an atheist. This is an example of argument from celebrity. In the video Richard Dawkins got into a serious argument with the interviewer. This was an example of argument from outrage. The next part of the presentation was the pros of Creationism which was presented by Melanie. She started off with a question asking how creationism has started. She, then explained how God created the Earth in seven days. This falls under rhetorical explanation as the way she presented showed that day 2 happened because of day 1. Melanie had most of her material based on what the Bible said. This is an example of argument from popularity as she presented saying creationism is true because Bible says it. Melanie also ended the presentation with a video which included many examples. Argument by example is the rhetoric device used here. Sunny, then presented with the cons of creationism. He started with a really convincing video which involved sarcasm in it. He then explained what theory meant with a definition. Rhetorical definition being the rhetoric device used here. He then presented with a loaded question about the Bible being true or not and also about who had written...
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...the arguments made in visual rhetoric (the visual representations) related to a topic; use documentary/news photographs, print advertisements, or political cartoons/comics as your visual texts. Include a “dear reader” letter, a copy of the visuals (when possible), and an outline of your analysis. Requirements Complete MLA format and works cited page 4 to 6 pages Minimum of 3 visual sources with citations Minimum of 3 non-visual sources with citations Include: Dear Reader Letter, Outline of your argument Prompt Choose a topic of debate anchored in a specific period of time or a specific comparison of views. Study the visual rhetoric surrounding your topic, and make a specific claim about the way your topic is represented in your visual sources. Examine your visual sources through observation, breaking it into its parts and deciphering the visual text’s attempts to persuade/impact its viewers. study the arguments made in the visual texts from an informed position, so you will research your topic in reliable sources. The visual sources serve as evidence to support your claims and to connect your claim to the real-world in which the visuals were created and given purpose. The non-visual sources inform your analysis with knowledge, provide evidence that supports your claims about the visual texts, and act as background evidence that helps describe the discourse that surrounds your topic. Include a brief background that anchors the visual arguments in their original...
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...organization’s public relations position in the eyes of its stakeholders. In order to identify the appropriate strategy to use, public relations practitioners fall back on the four key theories of public relations – discourse, rhetorical, ethical and critical. These theories help in defining the public relations plan and strategy by assisting in evaluating, examining, planning and performing public relations activities such as gaining publicity, providing entertainment, disseminating information and developing national public information campaigns. Depending on the outcome the organization hopes to achieve and its current circumstances, professionals would seek to apply the most appropriate theory applicable to their situation. Rhetorical theory Rhetoric is defined as the art of effective or persuasive speaking or writing. (Online Oxford Dictionaries, 2012) Rhetorical theory, examines the various methods in which language, signs or symbols are carefully selected and organized by the practitioner to produce persuasive and meaningful messages in order to better the organization’s position in the eyes of its publics. (Toth, 1992) The practitioner uses persuasion to soften hostile opinions during crisis management; reinforce latent opinions and positive attitudes and behaviors as well as maintain such favorable...
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...to do a close reading, literary elements and rhetorical devices. Students also review the SOAPSTONE (subject, occasion, audience, purpose, speaker, tone, organization, narrative style and evidence) strategy for use in analyzing prose and visual texts along with three of the five cannons of rhetoric: invention, arrangement and style. ▪ Students learn the format of the AP test, essay rubric and essay structure. ▪ Students take a full-length AP test for comparison purposes in the spring. Reading: The Scarlet Letter – Nathaniel Hawthorne Writing: Answer the following question in one paragraph. Use quotes from the novel as evidence. Some readers believe that the elaborate decoration that Hester embroiders on the scarlet letter indicates her rejection of the community’s view of her act. Do you agree or disagree? Explain your position using evidence from the text. (test grade) Writing: Write a well-developed essay addressing the following prompt. Document all sources using MLA citation. Compare Hester to a modern day person who has been shunned. Provide at least two research sources for the other person. (project grade) Reading: “Sinners in the Hands of an Angry God” Jonathan Edwards Analyzing: SOAPSTONE and cannons of rhetoric Reading: Teacher Introduction Essay Writing: Students and teacher evaluate where each student’s writing is and where it needs to be by analyzing students’ introductory...
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...20 Spring 2013 Mrs. Mary Clark-Flynn Office RB 2115, office phone 5-8371 Email: mcupchurch@bsu.edu Office hours 11:00-12:oo, MWF, and on Thursdays by appointment Home phone 286-4895: Do not call after 9:00 p.m. General Information BOOKS Read, Reason, Write: an argument text and reader; ed. Dorothy U. Seyler The Purdue OWL Ball Point online URL http://goo.gl/nMnnb MATERIALS Two Pocket Folders Flash drives or what ever you need to save your work Course description: English 103: Rhetoric and Writing (3) Introduces and develops understanding of principles of rhetoric; basic research methods; elements, strategies, and conventions of persuasion used in constructing written and multi-modal texts. Prerequisite: appropriate placement. Not open to students who have credit in ENG 101 or 102. Course Goals * Understand that persuasion—both visual and verbal—is integral to reading and composing * Understand how persuasive visual and verbal texts are composed for different audiences and different purposes * Develop effective strategies of invention, drafting, and revision for different rhetorical situations and individual composing styles * Compose texts in various media using solid logic, claims, evidence, creativity, and audience awareness * Integrate primary and secondary research as appropriate to the rhetorical situation * Develop strategies for becoming more critical and careful readers of both their own and others’ texts ...
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...Waiting for “Superman” The movie Waiting for “Superman” is conducted in an effective and efficient manner which gave supported facts throughout the film. This documentary follows Anthony, Francisco, Bianca, Daisy, and Emily who are all from different families, in different areas, and shows what they must go through in hopes for a better education. In addition to following each child, the viewer will see how some kids must got through what’s called “The lottery” in order to be admitted into a school of higher education. The director of the film, Davis Guggenheim, argues that America’s schools are in desperate need of attention in order to improve our education system. Guggenheim supports this with the use of logos, ethos, pathos, and visual rhetoric throughout the film. Guggenheim uses logos in conjunction with juxtaposition to provide a fine argument over the fact that America’s public school system is significantly failing in numerous areas. Guggenheim supports this argument with numerous statistics throughout the film. One statistic given is “when students in America were tested in reading, most scored between 20-35% of grade level” (Guggenheim). With that stat alone, Guggenheim really puts into perspective how bad students are lacking general proficiencies in school. Another given fact is the amount the United Sates spends to send a someone to prison for 4 years, vs a student to private school for 13 years. “The cost for one prisoner is approximately $33,000 per year, and...
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...One example of rhetoric that Martin Luther King Jr. uses in his writing is anaphora. The main purpose of anaphora is emphasis—to reinforce an idea by repeating a clause over and over. King uses this several times throughout his speech repeating phrases such as “one hundred years later”, “go back to”, and the two more acclaimed phrases, “I have a dream”, and “let freedom ring”. The repetition of “one hundred years later” emphasizes to the reader how long ago it had been since the Emancipation Proclamation was signed and how the Negroes still were not free. “Go back to” was meant to ensure the Negroes that this was an issue that would be solved, and when it was they would be able to go back where they came from and live a life free of prosecution. “I have a dream” accentuates what the Negroes are fighting for, what they hope the world will be like one day. “Let freedom ring,” symbolizes his desire to let the bell of freedom ring loudly for all to hear. Pathos is another form of rhetoric King uses brilliantly in this speech to persuade the audience that civil rights is something worth fighting for. By constantly reminding the audience of the brutality and the segregation the Negroes had to deal with on a day-to-day basis, he evokes emotion—empathy. By including pathos in his argument, he tries to get the reader to put themselves in the shoes of the Negroes. When asked by “devotees of civil rights, ‘When will you be satisfied?’” King goes on to explain the daily struggle of a Negro...
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...Moore−Parker: Critical Thinking, Ninth Edition 5. Persuasion Through Rhetoric: Common Devices and Techniques Text © The McGraw−Hill Companies, 2009 Chapter Persuasion Through Rhetoric 5 It’s just the way things are: Images and impressions tend to sell more products than good arguments do. At least some of the images are fun. Common Devices and Techniques W hen the military uses the phrase “self-injurious behavior incidents” regarding detainees at Guantánamo Bay, it means what most of us call “attempted suicides.” In fact, when the word “detainees” is used, it means what most of us call “prisoners.” “Waterboarding” sounds at first like something you’d expect to see young people doing on a California beach, not a torture technique that involves forced simulated drowning. Less remarkable, perhaps, but possibly more relevant for most of us, we’ve heard the term “downsized” used when someone is fired or laid off. “Ethnic cleansing” covers everything from deportation to genocide. What we have to say may be important, but the words we choose to say it with can be equally important. The examples just given are cases of a certain type of linguistic coercion—an attempt to get us to adopt a particular attitude toward a subject that, if described differently, would seem less attractive to us. Words have tremendous persuasive power, or what we have called their rhetorical force or emotive meaning—their power to express and elicit images, feelings, and emotional...
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...Name SPCH275 DeVry University Date: August 3, 2014 Professor: Dr. Shane Gunderson Great Speeches Assignment: Majora Carter’s Greening the Ghetto Context Majora Carter’s “Greening the Ghetto” presentation is part of TED Talks, which took place in February 2006 in Monterey, CA. The topic of her speech was about the cause and affect of how sustainable development will save the South Bronx and other urban areas from themselves. Her example of the abandoned dog that she found and the inspiration of revitalizing the abandoned river the dog lead her to, give the impression to the listener that the dog was paying it forward. Audience The listening audience seemed to have people from different walks of life. As mentioned in her presentation, her audience was blessed with the gift of influence. One of those in the audience that has the gift of influence was Ex-Vice President Al Gore. Majora Carter’s frame of reference was composed of her personal experiences, goals, values, attitudes, knowledge, beliefs, and culture. (Simonds 85) Events Her presentation historically spoke about the South Bronx. She reference the demographics of the South Bronx in the 1940s being a majority Caucasian working class neighborhood, which underwent “white flight” during the minority migration into said neighborhood. She mentioned that during current years, how the city was burdened with power plants and waste facilities, which have caused an ever-increasing amount of health risk among...
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...below. b. For the chapters reviewed in class you should use review all the terms listed in the key concepts at the end of the chapter. If there is ever a conflict between the lecture and the book, defer to the lecture. 7) You should be able to define and explain all the key terms. 8) You should be able to put concepts and theories into conversation with one another and recognize the differences and similarities between them. 9) You should be able to apply a course concept of theory to a practical example. 10) You should know what scholar created what theory if we talked about it. 11) Power points/prezis are available on canvas, but remember you are responsible for, more than what is listed on the visual aids. Material You Are Responsible For ** power point or prezi available on canvas **Wood Chapter 10 - Interpersonal Communication (pp available) Material came directly from text book **Peter Englund on...
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...Ruggerio did a good job of presenting examples of current manipulations regarding influence of our minds and emotion by the television. He clearly describes what is wrong with mass media today. Ruggerio states that the television industry affects our minds and emotion and to some point that is true. Most of the program shown in the countless networks of television channel is not meant to express the exact interpretation of a culture or behavior sets, but to engage in entertainment. Ruggiero states that the artificial pace of dramatic programs and the scenes of violence in crime have makes us disappointed with the natural pace of life and graphic images destroy our sense of horror and revulsion. This is considered entertainment. The danger here is when the common population starts to process these events as reality. Say that it is no longer a drama series on TNT, but an opinion show on FOX NEWS or MSNBC. The person observes the anchor of the program dissect and provide his own opinions as facts to justify a certain political view. The audience at home does not see this program as an actual opinion show, but as a legitimate news show. Therefore they regard everything the anchor is saying as fact. We as a people should be less apathetic of what is presented in the television and, as a great teacher once told me, question the assertion. As stated by Pew Research Center’s Project for Excellence in Journalism, “We specialize in using empirical methods to evaluate and study the performance...
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