http://new.music.yahoo.com/videos/TaylorSwift/Mine--218701022
The argument: The video demonstrates a principle in the Social Sciences called “generational transmission” or the passing of negative behavior and emotions from one generation to the next. Taylor argues that is possible to rectify or repair the emotional damage caused by an uncaring or absent parent with love.
The purpose: The video speaks to those from dysfunctional homes, demonstrating that one does not have to be afraid of love after witnessing conflict in the parental relationship. Love can actually heal the wounds caused by the example of a bad parent.
The audience: The audience is those with a rough home life that may be afraid to trust in a relationship.
The goal: The goal of the video is to get those that chronically fear relationships, to begin to trust in other people.
How she does it: The video successfully uses the appeal of pathos. The video flashes between Taylor Swifts home life, where the viewers witnesses an argument between Taylors parents as she looks on in fear, to her present day relationship with a boy. Thus, the negative emotions that come with parental conflict and the positive emotions of a present-day relationship contrast with each other.
Taylor also uses logos in the form of an anecdote to make her point. The video shows the story of Taylor falling in love with a boy, getting married, and “trying to avoid the mistakes her parents made.” It shows her arguing with her husband, as well as flashbacks to a similar scene in her childhood. Finally, it shows her overcome the dispute and rejoin her husband. She demonstrates with this story the very point that she is trying to make: that one can overcome the bad example of one or both parents in a relationship.
The story she uses if very relevant. The flashbacks to her childhood strike viewers at the heart, especially if they came from a similar situation and had similar experiences. The pictures hanging on the trees represent these experiences and how hard they are to forget. They also represent how they can be learned from and applied in our own relationships.
The evidence is also very specific. While Swift uses some symbolism to make her point, the story is very clear. The viewer is not left to assume much.
The music video is very effective. Taylor Swift, who many admire, steps into a role that many of her fans are in. Through her lyrics and music video she speaks to these fans and tells them that it’s ok to love and trust someone.
Saturday, October 23, 2010
Saturday, October 16, 2010
Source from Paper B: Super Prices for Super Bowl Ads
http://money.cnn.com/2007/01/03/news/funny/superbowl_ads/index.htm
The Argument: The argument here is that the uniqueness of the Super Bowl creates an advertising frenzy that results in networks being able to charge extreme prices for air-time that may or may not translate into increases in sales for the products or services being advertised.
The Purpose: The purpose is to demonstrate the benefits, risks, and costs of advertising during the Super Bowl.
The Audience: The audience is viewers of the Super Bowl who frequently watch the advertisements. Clearly, this isn’t unsolicited advice to companies looking to advertise during the Super Bowl because of the lack of direct research cited. It more caters to those interested in Super Bowl advertising in general.
The Goal: The goal is to draw web surfers to their site with an interesting article about Super Bowl advertisements.
How they do it:
First, the writer uses ethos, or uses authoritative advertisement figures to support their argument. For example, the authors cited the senior vice president of a major company, a director of broadcast research, and a direct of programming at a media consulting firm. The status of these people adds validity to their statements, and increases the likelihood that the article will appeal to the readers.
Second, the writer uses Logos. His claim that Super Bowl advertisements sell for high prices is supported by the following argument: First, that more viewers tune into this evident than any other on TV. Second, that not only do viewers tune in but they are interested in the advertisements. Third, because viewers are interested in the commercials they are more likely to view them, rather than skip them using a DVR system. Because the commercials are being viewed more in front of a larger audience, networks can charge more during the Super Bowl for advertising.
Third, the evidence he uses is very relevant to his argument. For example, he interviews the executive vice president for sports sales and marketing for CBS to ask them what they would be charging for commercials for the upcoming Super Bowl. This is certainly very relevant information for an article on Super Bowl commercial costs.
Fourth, the evidence is very typical to the audience. The article cites no complex statistical or scientific evidence, but relies merely on easy to read and understand quotations. The majority of the readers are probably internet browsers who are looking for an easy read.
Effectiveness: The article is effective in that it explores the benefits of Super Bowl advertising without ignoring the costs. Exploring both sides allows for an interesting article.
The Argument: The argument here is that the uniqueness of the Super Bowl creates an advertising frenzy that results in networks being able to charge extreme prices for air-time that may or may not translate into increases in sales for the products or services being advertised.
The Purpose: The purpose is to demonstrate the benefits, risks, and costs of advertising during the Super Bowl.
The Audience: The audience is viewers of the Super Bowl who frequently watch the advertisements. Clearly, this isn’t unsolicited advice to companies looking to advertise during the Super Bowl because of the lack of direct research cited. It more caters to those interested in Super Bowl advertising in general.
The Goal: The goal is to draw web surfers to their site with an interesting article about Super Bowl advertisements.
How they do it:
First, the writer uses ethos, or uses authoritative advertisement figures to support their argument. For example, the authors cited the senior vice president of a major company, a director of broadcast research, and a direct of programming at a media consulting firm. The status of these people adds validity to their statements, and increases the likelihood that the article will appeal to the readers.
Second, the writer uses Logos. His claim that Super Bowl advertisements sell for high prices is supported by the following argument: First, that more viewers tune into this evident than any other on TV. Second, that not only do viewers tune in but they are interested in the advertisements. Third, because viewers are interested in the commercials they are more likely to view them, rather than skip them using a DVR system. Because the commercials are being viewed more in front of a larger audience, networks can charge more during the Super Bowl for advertising.
Third, the evidence he uses is very relevant to his argument. For example, he interviews the executive vice president for sports sales and marketing for CBS to ask them what they would be charging for commercials for the upcoming Super Bowl. This is certainly very relevant information for an article on Super Bowl commercial costs.
Fourth, the evidence is very typical to the audience. The article cites no complex statistical or scientific evidence, but relies merely on easy to read and understand quotations. The majority of the readers are probably internet browsers who are looking for an easy read.
Effectiveness: The article is effective in that it explores the benefits of Super Bowl advertising without ignoring the costs. Exploring both sides allows for an interesting article.
Saturday, October 9, 2010
Harry Potter Movie Trailer
http://www.youtube.com/watch?v=_EC2tmFVNNE
The argument: The argument in this movie trailer is that movie-goers should come watch the final installment of Harry Potter because it promises to be “Motion Picture Even of a Generation” and “The Finale to a World-Wide Phenomena.”
The Purpose: The purpose is to get all to participate in watching the movie, even those that may not be familiar with Harry Potter.
The audience: The audience is viewers that previously watched the other installments and are anxiously waiting for the last installment.
How they do it: First, the trailer begins using Pathos. The trailer creators make an emotional appeal by effectively placing at the beginning of the trailer what probably is the climax of their film—the “death” of Harry Potter. The dark set coupled with the dramatic music immediately draws the viewer’s attention to what’s happening on the screen. Furthermore, using a death scene to open the trailer automatically creates some emotions in the viewer such as sadness, fear, or curiosity.
Second, the trailer creators use Logos. Because they started the trailer at the climax of the movie, the rest of the trailer is spent on events leading up to the “death” of Harry Potter. The viewer is already thinking that something must have led to the death of Harry Potter. By showing little blurbs of the rest of the movie, the viewer can logically put together parts of the plot but still must see the whole movie to get the full story.
Some of the evidence used to coerce people to see the movie may not be accurate. For example, the final scene in the book between Voldemort and Harry Potter occurs among all of Harry’s friends. The movie trailer shows this scene outdoors in the ruins of the school. Harry’s friends are missing from the picture. Thus, some of the evidence used to attract viewers to the movie may not be exactly what occurred in the book.
While the evidence may not be accurate, it is relevant. Coupled with these scenes are phrases on the screen that read “The Motion Picture Event of a Generation,” and “The Finale of a World-Wide Phenomena.” If these are the points the trailer creators are trying to make about the movie, then dramatic scenes used from the movie definitely support these claims.
The movie trailer is effective. It appeals both to those that are knowledgeable about Harry Potter and those who may not be. By framing this movie as a phenomenon that should not be missed, and demonstrating this by showing the most dramatic scenes of the movie, the creators create a desire in the watcher to go see the movie.
The argument: The argument in this movie trailer is that movie-goers should come watch the final installment of Harry Potter because it promises to be “Motion Picture Even of a Generation” and “The Finale to a World-Wide Phenomena.”
The Purpose: The purpose is to get all to participate in watching the movie, even those that may not be familiar with Harry Potter.
The audience: The audience is viewers that previously watched the other installments and are anxiously waiting for the last installment.
How they do it: First, the trailer begins using Pathos. The trailer creators make an emotional appeal by effectively placing at the beginning of the trailer what probably is the climax of their film—the “death” of Harry Potter. The dark set coupled with the dramatic music immediately draws the viewer’s attention to what’s happening on the screen. Furthermore, using a death scene to open the trailer automatically creates some emotions in the viewer such as sadness, fear, or curiosity.
Second, the trailer creators use Logos. Because they started the trailer at the climax of the movie, the rest of the trailer is spent on events leading up to the “death” of Harry Potter. The viewer is already thinking that something must have led to the death of Harry Potter. By showing little blurbs of the rest of the movie, the viewer can logically put together parts of the plot but still must see the whole movie to get the full story.
Some of the evidence used to coerce people to see the movie may not be accurate. For example, the final scene in the book between Voldemort and Harry Potter occurs among all of Harry’s friends. The movie trailer shows this scene outdoors in the ruins of the school. Harry’s friends are missing from the picture. Thus, some of the evidence used to attract viewers to the movie may not be exactly what occurred in the book.
While the evidence may not be accurate, it is relevant. Coupled with these scenes are phrases on the screen that read “The Motion Picture Event of a Generation,” and “The Finale of a World-Wide Phenomena.” If these are the points the trailer creators are trying to make about the movie, then dramatic scenes used from the movie definitely support these claims.
The movie trailer is effective. It appeals both to those that are knowledgeable about Harry Potter and those who may not be. By framing this movie as a phenomenon that should not be missed, and demonstrating this by showing the most dramatic scenes of the movie, the creators create a desire in the watcher to go see the movie.
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