BRANDING ADVERTISING Unit Two Making Arguments about Advertising
BRANDING & ADVERTISING Unit Two – Making Arguments about Advertising
Brand Selection No repeats! Think about the brand’s target audience class level economic level race ethnicity gender stereotypes
Homework Read Chapter 6 in From Inquiry Read Chapter 7 in From Inquiry (139 -151) EW pages 175 -180 Pick two potential brands Begin collecting sources related to brand (see Unit 2 schedule for details)
Ideology & Terministic Screens Ideology- set of beliefs by which a society orders reality Political ideologies: Republican, Democrat, Green, etc Social: liberal, conservative Religious: church , synagogue, mosque, sangha Educational: public, private, liberal, professional Others: health, environmental, animal, philosophical We see the world through terministic screens, using language as a lens through which we filter information that we receive and communicate.
How is Ideology Shared? Socialization: “received consciousness” Formed through social constructs such as social media, advertising, entertainment, etc. . Hegemony: the group in power, generally supporters of currently held values, beliefs, expectations Groupthink and collective behavior Normalization: “You want to be normal. This is what normal looks like”
Why study branding and advertising? Authority & familiarity with subject Knowledge is socially constructed What we accept as “truth” is created via constructs, like ads Postmodern deconstruction & cultural studies Valuing texts (mass culture literatures) in the classroom that we work with on a regular basis vs. Only valuing “high culture” literatures (Shakespeare & friends)
The advertisements of a particular place and time (kairos) tell us a lot about what that society fears, values, celebrates, etc
Dove: What is the message? Is this unique?
Ethos involves the speaker/writer establishing credibility or making an ethical appeal. The writer wants to establish his/her ethos or credibility to prove to the target audience that he or she is a reliable source. A writer can establish this with their audience by explaining their research methods.
Ethos (continued) Choice of words can confirm ethos with customers: “Our expertise in roofing contracting is evidenced not only by our 100 years in the business and our staff of qualified technicians, but in the decades of satisfied customers who have come to expect nothing but the best. ” The advertisers try to build up their credibility with their customers by mentioning the experience they have in the field and the technical expertise of their staff.
Logos refers to logical argument or reason. There are certain trigger words we can look for in locating logos: “because, ” “since, ” and “as a result. ” These words are usually part of logic: “Painters use Sherwin Williams paint because it’s the best in quality and price. ” Or, we see it in advertising:
Pathos involves emotionally hooking the audience, to get them to listen to your appeal. For example: If your brand is Crayola, you can employ pathos through using words like “fun, ” “creative, ” kid-friendly, ” and “rainbow of colors. ” All these terms evoke happiness and a carefree attitude for kids, which is what Crayola is all about.
Ethos, Logos, Pathos? http: //www. youtube. com/watch? v=Iu_Jq. Ndp 2 As http: //youtu. be/Knf. E 5 z. ODgak http: //www. youtube. com/watch? v=CHD 2 NPs. Sovo
World Wildlife Foundation
From Inquiry Chapter 6: From Finding to Evaluating Sources
General Research Tips Have a working thesis in mind But, don’t be so rigid in your thinking that you don’t allow that thesis to develop as you research. If you are searching in JSTOR or a similar database, preview the Abstract of the article. Wikipedia is an okay place to start to get an overview on a topic, but do not cite Wikipedia as a source.
Steps to Searching for Sources From Inquiry 132 What if you don’t have a working thesis in mind? Perform a keyword search by choosing a word or phrase that best describes your topic Try browsing. Search an alphabetical list by subject. Perform a journal or newspaper title search. Find relevant citations by identifying the exact title of a journal or newspaper, or by subject.
Primary Sources Primary source: first hand, eye witness evidence about an event, object, or person. Examples: -Interviews, statistics, government documents, surveys, public opinion polls, research data, write-ups of original experiments , etc. -original artwork or paintings, sculptures, commercials, novels, plays, poems, etc. Your brand’s logo, a photo, video, or advertisement. Your brand’s: company history, the product itself, press release, website, etc. A primary source is not always reliable, it may contain bias, for example: diaries, autobiographies, when someone is trying to sell something. .
Secondary Sources Secondary: describe, discuss, interpret, comment upon, analyze, evaluate, and/or summarize primary sources. Examples: Bibliographies Biographical works Reference books, including dictionaries, encyclopedias, and atlases Articles from magazines, journals, and newspapers after the event Literature reviews and review articles (e. g. , movie reviews, book reviews) History books and other popular or scholarly books Textbooks Indexes and abstracts
Secondary Sources (continued) Secondary: describe, discuss, interpret, comment upon, analyze, evaluate, and/or summarize primary sources. Example A keynote address from Apple CEO Steve Jobs concerning the newest Apple product would be considered a primary source, But a reporter or blogger’s impressions of that keynote would qualify as a secondary source.
Popular Sources Written for a general audience so that any educated reader can understand. Can vary in their quality, accuracy, and may contain personal bias on behalf of the author. Popular sources are often written/created with the end goal of making a profit.
Scholarly Sources Written for experts in/of a particular field, by people with academic and professional credentials (Ph. D. s, MDs, CPAs, nursing credentials, etc) Undergo rigorous review process, such as a doubleblind-peer-review.
Popular vs. Scholarly Criteria Popular Magazines Appearance Advertising, illustrations, short articles mostly text, black & white, graphs & charts, long articles with bibliographies & footnotes Content feature articles on timely topics; written for a general audience in a language that is easy to understand researched and footnoted articles; written for a specialized audience in a vocabulary that is not easily understood by the average reader Author(ity) written by staff & freelance writers; checked by editors authored by researchers, academics, specialists; peer -reviewed Examples Time; Business Week; People The Journal of American History; International Journal of Biological Sciences Scholarly Journals
Evaluating Your Sources From Inquiry 132 Consider: The author’s background credentials The topic of discussion, and the author’s purpose The audience the writer invokes (and whether you’re a part of that audience) What the author identifies as a misinterpretation or gap in knowledge, or an argument that needs modifying. How the author supports his/her opinion (primary or secondary sources; facts or opinions). Accuracy of the author’s evidence?
Evaluating Sources (continued) 1. Read introductory sections Get an overview of the argument 2. Examine the table of contents and index Consider the chapters most relevant to your topic. 3. Check the notes and bibliographic references Identify the articles, authors, and books a researcher refers to. 4. Skim deeper Look at chapter titles, headings, and topic sentences to see if the source is relevant to your research
Evaluating Internet Sources From Inquiry 138 1. Evaluate the author of the site. Determine whether the author is an expert. 2. Evaluate the organization that supports the site. Find out what the organization stands for and the extent of its credibility. 3. Evaluate the purpose of the site. What interests are represented? What is the site trying to do— provide access to legitimate statistics and information? Advance an argument? Spread propaganda? Etc. 4. Evaluate the information on the site. Identify the type of info on the site and the extent to which the info is recent, relevant, accurate, and reliable.
Search smarter not harder Is the source trustworthy? Verify its credibility before you proceed to read the entire article. Consider what biases the author might have. For instance, in an editorial the writer may be intending to persuade you.
Search smarter not harder Use JSTOR effectively with keywords and commands: "quotation marks" AND around a group of words will retrieve articles with that exact phrase between two keywords will narrow/reduce number of articles found using the ^ symbol (Shift-6) followed by a number to increase importance. Ex: “democracy^5 independence” gives the word democracy five times more importance in an article than the word independence NOT between two keywords will exclude all articles containing the second keyword ? use a question mark in place of a letter to find alternative spelling (ex: wom? n) * use an asterisk in place of many letters to find word variants (ex: behavio*) # use number sign at end of word to find related variants (ex: goose# finds goose, geese, and gosling)
Your Annotated Bibliography 10 -12 sources At least 4 primary At least 4 secondary Three of the secondary sources must be scholarly Yes, this adds up to 8. The remaining 2 -4 sources can be any kind of source you find that you feel is applicable to your brand.
- Slides: 39