The public speaking artifact that I chose to analyze, by persuasion theory according to Larson, is the official campaign launch speech of Hillary Clinton on June 13, 2015. It's quite a lengthy speech, but it's interesting to watch and listen to through the perspective of Larson's Cultural Images and Myths and the process premises that we have been studying as well.
https://www.youtube.com/watch?v=-i8vdM15K6c
Wisdom of the Rustic: It only took about four minutes into the speech before I heard a very obvious example of Larson's Wisdom of the Rustic. Hillary tells of her grandfather going to work everyday in the same Scranton lace mill for 50 years to provide for his family. Her father was inspired to work in his own small drapery printing business to provide for his family a middle-class life.
Even though Bill and Hillary Clinton don't live the lives of lower or middle-class citizens, the narrative about her father and grandfather have a cognitive effect on many people, possibly causing them to believe that she can directly relate to what they are struggling with and are going through. This type of rhetoric is used to try and cause people to believe that she can sympathize and even empathize with them.
As an affective consequence, listeners may rally even stronger around Hillary in her campaign and in their support of her. Individuals who are "on the fence" in regards to their decision about voting for her or not may be swayed toward a supportive position because of this perceived relatability.
Process premises: Hillary mentions several needs of potential supporters such as: employment, health care, balanced budget and peace.
She makes a statement about corporate CEOs and the disparity between their paychecks and the paychecks of those in the audience. She also makes a comparison between the top 25 hedge fund managers salaries and the salaries of all of America's kindergarten teachers combined. These points play on the attitudes that exist about corporations and their CEOs and about the attitudes that exist regarding school teachers and their low wages.
These examples may also bring about emotions such as anger against corporate America, sympathy for the teachers and love and concern for their own children and families who go to American schools and that must grow up in our current culture. She poses the specific question, "When does my family get ahead?" This may be the kind of question that is lingering in the thoughts of those who are watching and listening.
The park she is giving her speech is a park dedicated to Franklin D Roosevelt and his enduring vision of America. She also spoke of her service as The Secretary of State under President Obama and of the presidency of her husband, Bill Clinton. She uses these things to develop a feeling of consistency with the audience that will appeal to the beliefs that the people already have about such things.
Even though I may not agree with her or her political views on many topics, she is a very effective speaker. During this speech, she was very effective in the use of the four process premises, and other methods, in order to direct a persuasive appeal toward her audience as a strong launch into another presidential campaign.
Sunday, June 28, 2015
Saturday, June 27, 2015
Assessment One
1. Identify what you feel are the ethics of the presentation. What does the narrator lend to its ethics?
In order for a consumer to be able to identify with Dodge and their trucks, it is helpful if there is held belief about the corporation's ethics within the potential buyers. Dodge brings this kind of a feeling out by, first, using a narrative about a farmer. The farmer is one who is perceived as one who lives by the sweat of his brow and one that doesn't receive anything unless he works for it and earns it. He is thought of as caring and neighborly and as someone people can trust. There are ethical attitudes, beliefs and values portrayed in order to push the viewer toward the conscious choices the advertiser wants us to make. In this case, they want us to buy a Dodge truck.
Using Paul Harvey as the narrator of the commercial is definitely an effort toward trust and ethics. I grew up listening to Paul Harvey twice a day on the bus while traveling to and from school. This went on from the time that I was in 3rd grade till up through most of my high school years. There were times, even after I could drive myself, that I turned off the big-hair band music and listened to Paul Harvey simply because of the enjoyment and nostalgia that I partook of as I listened to the broadcasts. I'm sure that many others have the same type of feeling about him that I do. I have no reason to doubt his ethics and that fact lends itself to a feeling of ethics when I hear his voice in any kind of situation. This commercial is no exception. Dodge marketing teams are well aware of this.
2. Identify central and peripheral route attempts of the film.
There were definitely central themes evidenced by specific images and specific portions of the narrative. The ad showed hard-working farmers with beat-up hands, others working with various tools and implements and even sitting on the tailgate of a Dodge truck or pitching hay out of another. These speak to the type of work that could be done with the truck.
The peripheral route is apparent in images of the United States flag in the background through a window of one image. A Christian church is in the background of one of the first images and a farmer is seen standing among church pews in another. The narrative begins with the suggestion that God created a farmer on the 8th day, obviously referring to the creation periods contained in the bible.
These route attempts are directed toward core values that many Americans hold to be true and dear to them.
3. Define the proofs - pathos,logos, and ethos - that function in the narrative.
Pathos: Within this are the emotions of caring and family, patriotism and the feeling you get after a hard day of work.
Logos: Logically, one sees all of these images and listens to the narrative and thinks of all of the work and other good things that he could accomplish with a Dodge Ram. Even if the buyer was not a farmer himself, he could imagine himself being able to accomplish things in such a fashion with equal caring and ability.
Ethos: Once again, ethos is present in the ethical draw that comes from both Paul Harvey and farmers. Paul Harvey has his long-standing radio relationship with millions who trust and believe his words and stories. A farmer works honestly for all that he obtains. Nothing comes easily to him. He is one you can trust in so many ways as was expressed within the narrative.
4. Discuss the epistemic perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
Even before watching the commercial we have knowledge of a farmer and some of his tasks and abilities. Throughout the commercial, we experience many other cognitions of things that, perhaps, we didn't know about a farmer and what kind of things that he is also concerned about and involved in. Many may not be aware of his dealings with death and heartache and also the care he must take. The commercial communicates to the viewer a better knowledge of the life of a farmer and endeavors to translate that into a knowledge about Dodge trucks and their capacity and capability.
5. Discuss the narrative perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
The narrative aspect of the commercial speaks so well to us via all three of the proofs. Effective communication within the commercial takes place with the emotions that are brought out when gentle things like meadowlarks and calves and colts, also family and religion are mentioned. Logically, a viewer may think that he could do his work better, just as a farmer, by owning a Dodge truck as the narrative suggests. The honesty and ethics are communicated just by using Paul Harvey as the narrator. The values and ethic of the farmer are reinforced simply by the content of the narrative.
6. Identify one of Reich's cultural parables in the social and cultural context of the commercial.
The parable that stick out to me as the one that is most applicable is The Triumphant Individual. A farmer is that "humble person who works hard, takes risks but has faith is himself or herself." The farmer may not have as lofty of goals as some as far as fame and financial success, but honor is definitely important and these other two aspects are important to achieve to a desired degree. He is possessed of guts and spunk, often willing to stand up for what he holds to be true amidst opposition and conflict.
7. Discuss how any of Marwell & Schmitt's taxonomy of 16 influences relate to the commercial's objectives. What are the objectives?
Positive Expertise is evident by the implication that rewards will come if someone buys a Dodge truck. Positive Self-feeling influences us by our thoughts of being more like the farmer; patriotic, hard-working, caring, competent and having faith. Moral Appeal influences the viewer by causing us to think about the morals that farmers traditionally are believed to have and how we can relate. The farmer buying the Dodge truck and Paul Harvey's narration being a part of the commercial are examples of Positive Altercasting. Others may think of you as a hard-working individual with many of the other characteristics that a farmer has if you drive a Dodge truck. This is evidence of the influence of Positive Esteem of Others.
8. Apply how the motivational process premises (remember there are four) create the appeals presented in the commercial.
Needs: The commercial may appeal to varying needs within individuals. One may have the need of the vehicle to do work and the commercial appeals to them that a Dodge truck is the answer. Another may feel a need to be more like the farmer in his numerous abilities and core values and beliefs.
Emotions: Emotions are elicited through both the narrative and the images within the commercial. Some of these include: patriotism, love, sympathy, empathy and faith.
Attitudes: One may have an attitude toward the value of hard work and about the importance of the things that a farmer provides. Determination and the ability to accomplish hard things may also resonate with a potential customer who views the commercial.
Consistency:If the values and actions of the farmer that are portrayed in the commercial are consistent with the viewers' current values and actions or ones that they aspire to, the commercial may have sufficient appeal to them to motivate them to buy.
9. From a "Needs" premise, which of Packard's compelling needs best relates?
I think that the one that relates the best is The Need for Reassurance of Worth. So many of us are looking for success in our jobs and professions so that we can provide for ourselves and our families. Within this, we are often seeking for that reassurance of worth that comes through this type of success. Beyond that comes the worth of the things that are outside of most of our work environments. The narrative and images of the farmer brings to light those things that are compelling to us as things of worth. Most of us relate to faith and family and the care of living things. Some feel worth in their ingenuity and their abilities to adapt and persevere. Individual needs of feeling this worth is compelling to potential buyers.
10. From an "Attitudes" premise, what values are extorted visually to resonate within the attitudes, beliefs or opinions of the audience?
There are some stark attitudes that are extorted within the commercial. Religion is definitely used to resonate with viewers as is evidenced by the image of a Christian church and the farmer standing among the church pews. The U.S. flag is also an obvious example of a symbol used to resonate. There are images of children that play on the viewers' attitudes toward family. A person's love of animals could be used here as a softer side of farming is presented. One's attitude toward an honest day's work and the value of such things may be something that would resonate with someone who watches the commercial.
In order for a consumer to be able to identify with Dodge and their trucks, it is helpful if there is held belief about the corporation's ethics within the potential buyers. Dodge brings this kind of a feeling out by, first, using a narrative about a farmer. The farmer is one who is perceived as one who lives by the sweat of his brow and one that doesn't receive anything unless he works for it and earns it. He is thought of as caring and neighborly and as someone people can trust. There are ethical attitudes, beliefs and values portrayed in order to push the viewer toward the conscious choices the advertiser wants us to make. In this case, they want us to buy a Dodge truck.
Using Paul Harvey as the narrator of the commercial is definitely an effort toward trust and ethics. I grew up listening to Paul Harvey twice a day on the bus while traveling to and from school. This went on from the time that I was in 3rd grade till up through most of my high school years. There were times, even after I could drive myself, that I turned off the big-hair band music and listened to Paul Harvey simply because of the enjoyment and nostalgia that I partook of as I listened to the broadcasts. I'm sure that many others have the same type of feeling about him that I do. I have no reason to doubt his ethics and that fact lends itself to a feeling of ethics when I hear his voice in any kind of situation. This commercial is no exception. Dodge marketing teams are well aware of this.
2. Identify central and peripheral route attempts of the film.
There were definitely central themes evidenced by specific images and specific portions of the narrative. The ad showed hard-working farmers with beat-up hands, others working with various tools and implements and even sitting on the tailgate of a Dodge truck or pitching hay out of another. These speak to the type of work that could be done with the truck.
The peripheral route is apparent in images of the United States flag in the background through a window of one image. A Christian church is in the background of one of the first images and a farmer is seen standing among church pews in another. The narrative begins with the suggestion that God created a farmer on the 8th day, obviously referring to the creation periods contained in the bible.
These route attempts are directed toward core values that many Americans hold to be true and dear to them.
3. Define the proofs - pathos,logos, and ethos - that function in the narrative.
Pathos: Within this are the emotions of caring and family, patriotism and the feeling you get after a hard day of work.
Logos: Logically, one sees all of these images and listens to the narrative and thinks of all of the work and other good things that he could accomplish with a Dodge Ram. Even if the buyer was not a farmer himself, he could imagine himself being able to accomplish things in such a fashion with equal caring and ability.
Ethos: Once again, ethos is present in the ethical draw that comes from both Paul Harvey and farmers. Paul Harvey has his long-standing radio relationship with millions who trust and believe his words and stories. A farmer works honestly for all that he obtains. Nothing comes easily to him. He is one you can trust in so many ways as was expressed within the narrative.
4. Discuss the epistemic perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
Even before watching the commercial we have knowledge of a farmer and some of his tasks and abilities. Throughout the commercial, we experience many other cognitions of things that, perhaps, we didn't know about a farmer and what kind of things that he is also concerned about and involved in. Many may not be aware of his dealings with death and heartache and also the care he must take. The commercial communicates to the viewer a better knowledge of the life of a farmer and endeavors to translate that into a knowledge about Dodge trucks and their capacity and capability.
5. Discuss the narrative perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
The narrative aspect of the commercial speaks so well to us via all three of the proofs. Effective communication within the commercial takes place with the emotions that are brought out when gentle things like meadowlarks and calves and colts, also family and religion are mentioned. Logically, a viewer may think that he could do his work better, just as a farmer, by owning a Dodge truck as the narrative suggests. The honesty and ethics are communicated just by using Paul Harvey as the narrator. The values and ethic of the farmer are reinforced simply by the content of the narrative.
6. Identify one of Reich's cultural parables in the social and cultural context of the commercial.
The parable that stick out to me as the one that is most applicable is The Triumphant Individual. A farmer is that "humble person who works hard, takes risks but has faith is himself or herself." The farmer may not have as lofty of goals as some as far as fame and financial success, but honor is definitely important and these other two aspects are important to achieve to a desired degree. He is possessed of guts and spunk, often willing to stand up for what he holds to be true amidst opposition and conflict.
7. Discuss how any of Marwell & Schmitt's taxonomy of 16 influences relate to the commercial's objectives. What are the objectives?
Positive Expertise is evident by the implication that rewards will come if someone buys a Dodge truck. Positive Self-feeling influences us by our thoughts of being more like the farmer; patriotic, hard-working, caring, competent and having faith. Moral Appeal influences the viewer by causing us to think about the morals that farmers traditionally are believed to have and how we can relate. The farmer buying the Dodge truck and Paul Harvey's narration being a part of the commercial are examples of Positive Altercasting. Others may think of you as a hard-working individual with many of the other characteristics that a farmer has if you drive a Dodge truck. This is evidence of the influence of Positive Esteem of Others.
8. Apply how the motivational process premises (remember there are four) create the appeals presented in the commercial.
Needs: The commercial may appeal to varying needs within individuals. One may have the need of the vehicle to do work and the commercial appeals to them that a Dodge truck is the answer. Another may feel a need to be more like the farmer in his numerous abilities and core values and beliefs.
Emotions: Emotions are elicited through both the narrative and the images within the commercial. Some of these include: patriotism, love, sympathy, empathy and faith.
Attitudes: One may have an attitude toward the value of hard work and about the importance of the things that a farmer provides. Determination and the ability to accomplish hard things may also resonate with a potential customer who views the commercial.
Consistency:If the values and actions of the farmer that are portrayed in the commercial are consistent with the viewers' current values and actions or ones that they aspire to, the commercial may have sufficient appeal to them to motivate them to buy.
9. From a "Needs" premise, which of Packard's compelling needs best relates?
I think that the one that relates the best is The Need for Reassurance of Worth. So many of us are looking for success in our jobs and professions so that we can provide for ourselves and our families. Within this, we are often seeking for that reassurance of worth that comes through this type of success. Beyond that comes the worth of the things that are outside of most of our work environments. The narrative and images of the farmer brings to light those things that are compelling to us as things of worth. Most of us relate to faith and family and the care of living things. Some feel worth in their ingenuity and their abilities to adapt and persevere. Individual needs of feeling this worth is compelling to potential buyers.
10. From an "Attitudes" premise, what values are extorted visually to resonate within the attitudes, beliefs or opinions of the audience?
There are some stark attitudes that are extorted within the commercial. Religion is definitely used to resonate with viewers as is evidenced by the image of a Christian church and the farmer standing among the church pews. The U.S. flag is also an obvious example of a symbol used to resonate. There are images of children that play on the viewers' attitudes toward family. A person's love of animals could be used here as a softer side of farming is presented. One's attitude toward an honest day's work and the value of such things may be something that would resonate with someone who watches the commercial.
Monday, June 22, 2015
Persuasion Application Post 1 - Fogg: My Father Lies. What About Yours?
The artifact that I chose to analyze by using B.J. Fogg's behavioral model is a commercial produced by MetLife Insurance entitled "My Father Lies. What About Yours?"
https://www.youtube.com/watch?v=Y1eYebq3nWs
The commercial starts out with a young girl and her father walking down the sidewalk. The narration is of the writing the girl has included in a piece about her "daddy" that she has given him to read. As the commercial goes along, joyful and touching instances and happenings are shown that match the traits that she loves and that she has written about her father. Many are easy to relate to, especially if you are a father yourself.
A more shocking part of the commercial comes when she says that her daddy lies. The commercial then shows the kind of things that he has to endure in order to try and provide her with such a happy life. It shows his struggle to find a job and all of the miserable tasks that he performs just to provide for her. All the while, he presumes that she isn't aware. She even goes as far as to say that he lies because of her.
The commercial ends with him coming to the end of her writing and them engaging in a touching hug. That image is then followed by a screen containing the words, "A child's future is worth every sacrifice." This is followed by another screen that says, "Pursue more from life." Finally, "MetLife" comes up on the last screen.
I hadn't seen this commercial before and so I was a little bit surprised when MetLife came up as the creator of it. There really was an effectiveness to the advertising in that it was very engaging and that it stirred emotions within me, as the viewer, and caused me to think of images from my own memory. It was as though the commercial should have been for Hallmark instead of for an insurance company.
The Pleasure/Pain motivator was evident by the positive and pleasurable emotions that come to the viewer as the commercial is watched. The stirring of such emotion made the commercial enjoyable and really kept my attention. I also had a feeling of hope for the father's success and for the daughter's happiness, which is part of the second motivator set forth by Fogg. Social Acceptance/Rejection was also present as a motivator. This is evidenced by the unending efforts of the father to provide all that he saw was necessary for his daughter's social acceptance at school and in their community. We can relate to this as viewers in our efforts to do things that are also socially acceptable.
Ability is the one element of Fogg's that was most lacking in the commercial. Even though the father provided well for his daughter and took care of her needs, it was never easy. The depiction didn't ease the viewers' possible concerns about time, money, or physical effort, for example, but it did endeavor to create a feeling of worth for all that a parent has to do to provide for their children and family.
The two screens at the end of the commercial that contained the words, "A child's future is worth every sacrifice" and "Pursue more from life" are definite triggers to the viewer. These triggering statements could serve as a spark, a facilitator or as a signal depending upon how motivated you are to buy insurance or how much ability you have to pay for the insurance. One may also only need to be reminded about how important insurance may be for their children and family. The inclusion of these triggering statements at the end of the commercial was very effective.
I think that the process premise that best fits as a basis of persuasion is the use of emotions. There are definitely emotions displayed by both the father and daughter and emotions are drawn out of the viewer as they see their interactions. MetLife was quite effective in using emotion to make their point regarding the importance of insurance and, even if great sacrifice is necessary, that this is one component of taking care of your family's needs.
https://www.youtube.com/watch?v=Y1eYebq3nWs
The commercial starts out with a young girl and her father walking down the sidewalk. The narration is of the writing the girl has included in a piece about her "daddy" that she has given him to read. As the commercial goes along, joyful and touching instances and happenings are shown that match the traits that she loves and that she has written about her father. Many are easy to relate to, especially if you are a father yourself.
A more shocking part of the commercial comes when she says that her daddy lies. The commercial then shows the kind of things that he has to endure in order to try and provide her with such a happy life. It shows his struggle to find a job and all of the miserable tasks that he performs just to provide for her. All the while, he presumes that she isn't aware. She even goes as far as to say that he lies because of her.
The commercial ends with him coming to the end of her writing and them engaging in a touching hug. That image is then followed by a screen containing the words, "A child's future is worth every sacrifice." This is followed by another screen that says, "Pursue more from life." Finally, "MetLife" comes up on the last screen.
I hadn't seen this commercial before and so I was a little bit surprised when MetLife came up as the creator of it. There really was an effectiveness to the advertising in that it was very engaging and that it stirred emotions within me, as the viewer, and caused me to think of images from my own memory. It was as though the commercial should have been for Hallmark instead of for an insurance company.
The Pleasure/Pain motivator was evident by the positive and pleasurable emotions that come to the viewer as the commercial is watched. The stirring of such emotion made the commercial enjoyable and really kept my attention. I also had a feeling of hope for the father's success and for the daughter's happiness, which is part of the second motivator set forth by Fogg. Social Acceptance/Rejection was also present as a motivator. This is evidenced by the unending efforts of the father to provide all that he saw was necessary for his daughter's social acceptance at school and in their community. We can relate to this as viewers in our efforts to do things that are also socially acceptable.
Ability is the one element of Fogg's that was most lacking in the commercial. Even though the father provided well for his daughter and took care of her needs, it was never easy. The depiction didn't ease the viewers' possible concerns about time, money, or physical effort, for example, but it did endeavor to create a feeling of worth for all that a parent has to do to provide for their children and family.
The two screens at the end of the commercial that contained the words, "A child's future is worth every sacrifice" and "Pursue more from life" are definite triggers to the viewer. These triggering statements could serve as a spark, a facilitator or as a signal depending upon how motivated you are to buy insurance or how much ability you have to pay for the insurance. One may also only need to be reminded about how important insurance may be for their children and family. The inclusion of these triggering statements at the end of the commercial was very effective.
I think that the process premise that best fits as a basis of persuasion is the use of emotions. There are definitely emotions displayed by both the father and daughter and emotions are drawn out of the viewer as they see their interactions. MetLife was quite effective in using emotion to make their point regarding the importance of insurance and, even if great sacrifice is necessary, that this is one component of taking care of your family's needs.
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