...utilizing the rhetorical element of pathos. The advertisement does this by using an overweight boy so that the viewers can in a way relate to this boy struggle of trying to lose weight and be active. By doing so the advertisement makes the audience feel empathy for the boy. The advertisement also appeals to your emotions by staying in just a single shot of just the boy jogging; by doing so you get a full view of the facial expression visually see he is motivated. The advertisement does not include any background music. All the audience can hear are the boy light steps, heavy breathing, and the voice of the man speaking. Although, there is no background music the advertisement still manages to be upbeat and inspiring to the audience....
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...2013 Nike: Rhetorical Analysis of Commercial Slogans A long run on a rainy day, lifting an extra fifty pounds, spending the extra hour at the batting cages; whatever lights that fire in all of us motivates us to get up and work can be triggered by the phrase “Just Do It.” “There Is No Finish Line” keeps you motivated for even better success. Just because you do it doesn’t mean you have to stop once you meet your goals. These phrases can also be recognized as campaign slogans for the Nike Company. These campaign slogans have proven to be effective at selling the product and picking up strong support along the way. Nike products are seen everywhere whether it be the actual product or an advertisement which means Nike is doing something right. Nike as a company is able to hold a strong ethos and a popular warrant in advertising their products. The Nike slogans appeal to a wide audience variety, and Nike’s appeal to one’s emotions through pathos may be the strongest aspect. The Nike Company has proven themselves well over the years with supporters such as Michael Jordan, LeBron James, and Kobe Bryant. All three of those names are applied to highly paid NBA basketball stars that everyone has at least heard of. Having supporters such as famous athletes gives Nike a strong ethos in their campaign because if the highest paid athletes are using Nike products, then the logical thinking is that Nike must be the best. For example, in a television commercial that aired in 2007, Nike gathered...
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...Nike is most marketable for their motto “Just Do It”, a slogan that continues to successfully sell sports clothes and attract young, potential athletes. With an intemperate amount of athletes and those heavily involved in fitness, Nike remains successful and thriving. Young soccer athletes and vibrant pastels constitute their descriptive advertisements that entice soccer players into purchasing one of their posh cleats. The Neymar advertisement, for example, features the accomplished and talented player in a neon orange with a black contrast uniform running with flames igniting from his Footy Boots Nike cleats. The Nike symbol, a swoosh, is printed in black on the flaming, orange cleats. The name of the cleats, Footy Boots, is depicted on a...
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...A Rhetorical Analysis on Nike.com Tony Rashad Walker, Jr. DeVry University A Rhetorical Analysis on Nike.com Well known for its athletic apparel, Nike, Inc. widespread slogan “just do it” shows their target audience, adults; adolescents; and teenagers, “how to take it to the next level”. (Hill, 2011, para 2) To showcase their apparel, Nike classic “swoosh/check” trademark is displayed on all clothing, shoes, jerseys, socks, and sports even display Nike banners during games. (Id.) Being that Nike.com advertised brandish are first and foremost used to irradiate physical health and fitness and the improving of athletic ability, the current theme of Nike.com is “Don’t break resolutions… Beat Them. Get better with us this year in our latest looks, layers, and innovation”. (Nike Women’s Spring Style Guide, 2015) Inasmuch, this rhetorical analysis is on NikeFuel, a Nike, Inc. brand advertised effectively and convinces Nike.com target audience that this brandish is the next level to their physical health and fitness and athletic endurance and abilities. (Explore the Power of NikeFuel, 2015) Insofar as Nike.com empowers through their themes and slogans, many of us look at this as Nike.com “battle cry.” These themes and slogans have become the essence of Nike, Inc.; therefore, Nike.com sets the mood and there slogans are the crux of the company. These slogans and themes are “the company identity, the corporate motto, and the battle cry”. (Forsythnov, 2014, para 5) Nike.com “just...
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...As we all know that Nike ads display confidence, attitude, and a good seller about their products. Historically, using successful sports stars has been a typical characteristic of Nike’s commercial. Michael Jordan was one of their main promoters. They are using a lot of rhetorical techniques like ethos, pathos and logos to catch consumers’ attention. Its successful visual appealing makes consumers cannot escape even take a glance of it and want to buy their products. Briefly Introduce the Visual Content of the Ads 1. This advertisement is a Nike advertisement in the old time. 2. It shows a famous basketball player, Michael Jordan, in the air about to most finish off a slam dunk. There are two lines of words in large size on the top right of the advertisement, showing “Michael Jordan: 1, Isaac Newton: 0” this shows that Michael Jordan is basically defying gravity by being that high up in the air. Thus, this goes against Newton’s law of Universal gravitation. 3. Below these two lines, there is a logo of Nike Company----a check mark. The whole design of this ad is very simple and clear. Rhetorical Analysis of the Ads: Ethos, Pathos and Logos. Ethos: 1. The use of ethos is clearly delineated by endorse Michael Jordan. 2. He is a world famous basketball star and has a good reputation. 3. He is wearing Nike shoes in the ad and Jumping that high in the air. His reputation makes audiences and consumers to believe the high quality of Nike shoes. 4. The Jordan ad carried...
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...the strategies employed to promote the circulation of goods as well as the impact of advertising on the creation of new habits and expectations in everyday life. Required Course Texts: Juliet Schor and D.B. Holt (eds), The Consumer Society Reader Joseph Turow and Mathew Mcallister, The Advertising and Consumer Culture Reader *Additional PDFs posted on Blackboard Assignments and Grade Distribution: Participation, Reading Quizzes, and any In-Class Assignments 10% Essay One: Ad Analysis 15% Midterm Exam 20% Essay Two: Branding 25% Final Exam 30% Essay One: Ad Analysis This short essay (500-800 words; 12 point font, double spaced) will offer an analysis of a single print advertisement of your choice. You must situate your discussion of the ad within a historical context (what are some historical trends that set the stage for this form of commercial text?). You must then identify the central trope or strategy being used and explain its rhetorical function. A strong essay will begin to suggest what is meaningful about the advertisement: does it suggest a notable change in how consumers are being “hailed,” does it target a specific audience in a way that might be culturally significant, etc.? Though this is not a “research” paper, you are expected to engage the class texts and dialogue, citing readings where relevant. You will be evaluated on...
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...7 ANALYZING THE AUTHOR’S PURPOSE AND TECHNIQUE he writer’s overall purpose determines the techniques he or she uses. The writer’s reason for writing a particular article or book may be manipulative, as in propaganda or advertising, or may be more straightforward, as in informative writing. In either case, understanding the writer’s underlying purpose will help you interpret the context of the writing. It will also help you see why writers make the decisions they do—from the largest decisions about what information to present to the smallest details of what words to use. The chapter concludes with instructions on how to write an analysis of purpose and technique. This kind of rhetorical analysis will provide the perspective required to keep you from being pushed by words in directions you don’t want to go. T 103 104 Part 1 Writing About Reading The Writer's Purpose Insofar as people know what they are doing, they plan their actions to achieve their purposes. Someone who selects the purpose of being rich will design and carry out a set of actions, legal or illegal, to gain the desired wealth. A person who wants to gain great wisdom will design an entirely different life course. Writers, whether they want most to be wealthy or wise, have specific purposes they hope to achieve by any piece of work. If they are skilled writers—that is, in control of what they write—they design each aspect of what they are writing to achieve their purpose. Being aware of the writer's...
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...Jacques Derrida’s theorizing on contested meaning to argue that CSR’s ambiguity is actually necessary in light of its functional role as a ‘‘supplement’’ to corporate profit-seeking. As a discourse that refuses to conclusively resolve the tension between profit-seeking and prosociality, CSR expresses an important critical perspective which demands that firms act responsibly, while retaining the overall corporate frame of shareholder supremacy. CSR does this by ambivalently affirming both profit-seeking and prosociality, a necessary contradiction. Attempts to reduce CSR’s ambiguity can thus only succeed by undermining its viability as a normative discourse that captures how certain elements of society understand how firms should act. The analysis suggests that greater scholarly attention is needed with regard to the material discursive environments within which discourses such as CSR are deployed. A discursive approach to research could thus benefit future practitioners, who have to act according to fluid standards of responsibility that cannot be authoritatively defined, but which can be better understood than they are at present. ´ Keywords Corporate social responsibility Á Differance Á Discourse Á Jacques Derrida Á Supplementarity Á Undecidability C. Sabadoz (&) Department of Political Science, University of Toronto, 100 St. George St., Toronto, ON M5R3G3, Canada e-mail:...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1352-2752.htm YouTube: an opportunity for consumer narrative analysis? Stefano Pace ` Universita Bocconi, Milano, Italy Abstract Purpose – The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared...
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...the effects towards my satisfaction and loyalty towards company that has different working environment such different cultures, values, objectives and organizational management practices. I will also show some of the argument presented by some researchers which associating with employee branding techniques in order to support my working experiences (eg. Davis & Dunn, 2002; Cardy, 2001; Dowling, 1993;Ind, 2001;Mitchell, 2002;). I will also discuss about how emotional connection (David, 1991;Entwistle, 2000; Stuart, 1999b; De Chernatony, 1999; Mael & Ashforth, 1992) associates with the effectiveness of employee branding and also the organizations sales and marketing activities. Since 2009, I had started working as a part timers with Nike outlet store in a shopping mall. I am an athlete, therefore, I have a better knowledge on how a sportsman should have their sports attire. Thus, I had gone through a walk in interview by the outlet manager before being recruited as one of the employees in...
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...Communicating Corporate Social Responsibility - A Discussion of the CSR Phenomenon and CSR Communication, With Empirical Focus on NOKIA Author: Martin Lykke Jacobsen (271128) Supervisor: Dorrit Bøilerehauge June 2006 MA in International Business Communication – International Marketing, Communication & Public Relations (Cand.ling.merc. – International Informationsmedarbejder) Faculty of Language and Business Communication, English Department, Aarhus School of Business Table of Contents 1 Introduction .............................................................................................................................. 1 1.1 1.2 1.3 1.4 2 Purpose ........................................................................................................................... 1 Theory and Method ......................................................................................................... 2 Delimitation .................................................................................................................... 4 Structure ......................................................................................................................... 6 Corporate Social Responsibility ........................................................................................... 8 2.1 Defining CSR................................................................................................................... 8 2.1.1 Corporate Citizenship ..................
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...STYLISTIC ANALYSIS OF CHIMAMANDA NGOZI ADICHIE’S HALF OF A YELLOW SUN BY OHANEDOZI LILIAN C. ENG/ 2009/ 126 FACULTY OF MANAGEMENT AND SOCIAL SCIENCES CARITAS UNIVERSITY AMORJI- NIKE ENUGU STATE AUGUST 2013 e i TITLE PAGE STYLISTIC ANALYSIS OF CHIMAMANDA NGOZI ADICHIE’S HALF OF A YELLOW SUN BY OHANEDOZI LILIAN C. ENG/ 2009/ 126 A RESEARCH WORK PRESENTED TO THE DEPARTMENT OF ENGLISH IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR OF ARTS (B.A) DEGREE IN ENGLISH FACULTY OF MANAGEMENT AND SOCIAL SCIENCES CARITAS UNIVERSITY AMORJI- NIKE ENUGU STATE AUGUST 2013 e ii CERTIFICATION This is to certify that this research work is carried out by me. __________________ OHANEDOZI LILIAN C. ENG/ 2009/ 126 e iii APPROVAL We, the undersigned certify that we approve this research project carried out by Ohanedozi Lilian ENG/ 2009/ 126 as adequate in scope and quality for partial fulfillment of the requirements for the award of Bachelor of Arts (B.A) in English. ____________________ Mrs. Nwanne, V.N (project Supervisor) ______________________ Date ____________________ Prof. Amadihe Ezugu (Head, Department of English) ______________________ Date ____________________ External Examiner ______________________ Date e iv DEDICATION I dedicate this work to the supreme and infinite being for his incomprehensible mercies. e v ACKNOWLEDGEMENTS My profound gratitude goes to my able, tireless and loving supervisor Mrs Nwanne V.N for her motherly love and...
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...Silence Speaks Louder than Words: How to Communicate about CSR Engagement Effectively A Case Study of Noir Authors: Lea Tae-Mee Søndergaard Nielsen (282853) Gro Anna Haldrup Skovbjerg (282834) Supervisor: Michael Hübertz Characters: 98.895 Date: May 5th 2010 BA in Marketing and Management Communication Aarhus School of Business 1 Executive Summary This thesis seeks to shed light on the challenges companies face when attempting to promote their CSR endeavours and suggests how they can communicate a credible CSR message in order to overcome consumer scepticism. As companies to a greater extend are held account for the social consequences of their business activities, the pressure to be socially responsible has created a tension between business and society and caused companies to think of CSR in generic ways. In fact, the most common corporate response has been neither strategic, nor operational, but cosmetic; public relations and media campaigns, the centrepieces of which are often glossy CSR reports that showcase companies’ socially and environmentally good deeds. However, the extensive use of CSR for marketing communication has caused consumers to question the motivation behind the actions and resulted in increased scepticism and cynicism toward companies’ CSR messages. To gain an understanding of how companies can avoid this consumer...
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...Scott Fitzgerald (1896-1940) is one of the most outstanding writers in America. As a member of the “lost generation”, Fitzgerald made the short life of Gatsby epitome of the rise, boom and decline of the “American Dream” in “Jazz Age”. This novel shows us unusually rich literary and aesthetic connotation is has by its unique narrative perspective, the ups and downs of plot, superb accurate language, various rhetorical devices and vivid character images. To some extent, the reason why The Great Gatsby can become a famous classic work is that the author uses extraordinary narrative techniques in it. All the techniques are employed skillfully by Fitzgerald. The study of narrative art in this work has been highlighted in the research area in these years. Zhang Jinfeng(2001) analyzes the role of Nick in the novel from the its structure, themes and other aspects. Cheng Xilin(2009) uses the spatial narrative theory to discussed the space narrative art in The Great Gatsby from three aspects: the geography space, social space and the text space. Xiao Dongbo(2009) starts with the analysis on author and characters and expound the connotation of "American dream" and profoundly reveals the historical process of the formation, development and burst of the "American dream". Shang Guanghui(2011) analyzes The Great Gatsby from the narrators of the role and argues that the communication between the main role narrator and the secondary role narrator reflects all characters of Gatsby from different...
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...assessment, Juliane House, this book provides an overview of relevant contemporary interdisciplinary research on translation, intercultural communication and globalization, and corpus and psycho- and neuro-linguistic studies. House acknowledges the importance of the socio-cultural and situational contexts in which texts are embedded, and which need to be analysed when they are transferred through space and time in acts of translation, at the same time highlighting the linguistic nature of translation. The text includes a newly revised and presented model of translation quality assessment which, like its predecessors, relies on detailed textual and culturally informed contextual analysis and comparison. The test cases also show that there are two steps in translation evaluation: firstly, analysis, description and explanation; secondly, judgements of value, socio-cultural relevance and appropriateness. The second is futile without the first: to judge is easy, to understand less so. Translation Quality Assessment is an invaluable resource for students and researchers of translation studies and intercultural communication, as well as for professional translators. Juliane House is Emeritus Professor of Applied Linguistics, University of Hamburg, Director of Programs in Arts and Sciences at Hellenic American University, Athens, and President of the International Association for Translation and Intercultural Communication. Her key titles include...
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