Assessment Two 

Lieutenant Colonel Frank Slade Defends Charlie 

1. Identify the nature of proof in Frank's monologue, citing evidence he used in Charlie's defense.

Ethos was evident in the attitude and boldness of Frank in his defense of Charlie. The committee leader attempted to silence him a couple of times, but his attempts were ignored. Even though I hadn't seen this movie or this clip before we viewed in class, I could tell that he was a man who possessed great credibility, especially in his past. Declaring that he had "been around" and had seen many things lent to his credibility as well.

Pathos, or an appeal to the audience's emotions was used in his comparison to Charlie and some of the young boys he had witnessed losing limbs during wartime. He firmly stated, "There is nothing like an amputated spirit!" to bring about a feelings and emotions that Charlie's expulsion was like these terrible things that happen in war. Frank's own use of emotional intonation in his voice also lent to his appeal. He ended with a very powerful statement, "It's going to make you proud someday, I promise you."

The speech also used logos in its logical approach in convincing the committee. He spoke about his own choices at the crossroads of his life and then about the choices that Charlie had made that lead to principle and character. He told the committee members about the valuable future that they held in their hands and that they shouldn't destroy it. Instead, they should protect it and embrace it. 

2. Of the four styles of dramatic or vicarious proof, which did Frank exploit to turn attitudes around about Charlie? How did this style function in terms of reason?

I would say that Frank used testimony the most effectively in his appeal to the committee. Once again, his personal accounts of witnessing the loss of limbs by young boys was a powerful parallel to Charlie potentially having an "amputated spirit." The brief account of what he had seen provided a great amount of imagery and appealed to the committee members' emotions.

3. What cultural myths or images were employed to increase the appeal of Frank's argument? How did this influence his attempted shift of opinion?

I think that the most obvious one of the cultural myths that Frank employed is The Value of Challenge. Frank spoke of how he had lacked the ability to make the right choices when he had reached the crossroads in his life. "It was too damn hard!" he confessed. Charlie had gone through some testing and trying of his character and had come out of it with principle and character. This was an attempt by Frank to shift opinions to the idea that Charlie had the potential to become even greater than he was and that he possessed the qualities of true leadership.

4. Which of Reich's parables apply or applies to Frank's reasoning?

The Triumphant Individual is the parable that I think applies to the movie scene. Charlie had demonstrated the gutsy ability to stand up for his beliefs and principles and didn't rat his friends out. The scene depicts him as a humble individual who is determined and that will achieve future success because of his determination and hard work.

5. What was Frank's reasoning in terms of logical appeal?

Frank reasoned with the committee about Charlie's future and that they had the ability to affect the outcome of his life. He also presented evidence of Charlie's integrity by comparing his own life to Charlie's and by telling of Charlie not selling out his friends just to buy his future.

6. How did Frank's paralinguistics impact his expression and the meaning of his words? Please give specific examples - three will do.

(1). Frank used extreme examples of varying intonation in order to exert a command of attention and in order to intimidate the committee member with the gavel. This was also used in order to powerfully present his points of view and his arguments.  A couple of examples are when he shouted that he would take a flamethrower to the place and when he made the statement that they were executing Charlie's soul. 

(2). He also varied the tempo of his speech and used pauses between phrases at times; both were very effective. I noticed this often when he spoke of Charlie and the decisions he had made, the potential future that lay before him, and the character that he possessed.

(3). Volume is another paralinguistic technique that Frank used. Even with a change in pitch or tone, his whole speech was very bold and maintained a certain volume. This was effective in maintaining the attention of his audience. It created a feeling within me that what he was saying was very important and that he had the authority to argue in favor of Charlie. 

Persuasive Speech Outline Comm 4010

Topic: Single-use bags

Specific Purpose: To convince Washington County residents that a 5 cent per bag fee should be charged for every single-use bag used.

Thesis Statement: During this speech, I will briefly address some of the impacts and negative effects that have resulted from the use of single-use bags. Next, I will present a reasonable solution through which Washington County residents can alleviate much of the environmental and aesthetic issues that result from using the bags.

Introduction

A. Attention-getting step: Show images of single-use bags as litter and garbage.

B. Tie to Audience: Many of you, as I have, may have witnessed such conditions in places around our own state and county. 

C. Credibility Material: Articles and statistics from municipalities and government that have implemented similar ordinances and that document harm to the environment.

D. Thesis & Preview: Environmental impact, 5 cent per bag environmental fee, reduction in bag use and funds generated for additional conservation and clean-up efforts.

Body

A. Need

1. Statement of Need for Action: We need to reduce or eliminate the use of single-use bags in Washington County in order to combat litter and waste and to benefit the environment.

a. Description of Problem: Single-use bags are everywhere. They are not easily recyclable, some contain lead and wildlife and the environment are affected.

b. Signs, Symptoms, Effects of Problem: Bags are seen everywhere as they blow around, are tossed from cars on the freeway, caught in fences and trees, and are adding to our landfills.

c. Example, Narrative or Testimony: Personally finding bags in the trees and brush when I'm miles away from towns or buildings while hunting or hiking.

2. Importance of Problem

a. Extent of Problem: Addition to the problem happens every day, 24 hours a day.

b. Facts/Statistics: 

http://www.marincounty.org/~/media/files/departments/ag/trifold-business-literature-handout.pdf

http://www.sustainablenapacounty.org/site/public-policy/local?article=100

c. Expert Testimony:

http://people.howstuffworks.com/how-many-cities-have-a-ban-on-plastic-bags.htm

http://www.sustainablecitiescollective.com/cathy-rust/1085781/should-cities-ban-single-use-plastic-bags

3. Who is affected?  All people, animals and organisms are potentially affected.

a. Facts/Statistics: 

http://people.howstuffworks.com/how-many-cities-have-a-ban-on-plastic-bags.htm

http://www.sustainablecitiescollective.com/cathy-rust/1085781/should-cities-ban-single-use-plastic-bags

http://www.care2.com/causes/plastic-shopping-bags-laced-with-dangerous-levels-of-toxic-lead.html

b. Example/Narrative: Andersen's dog almost dying from ingesting a single-use bag with food scraps left it it.

B. Solution that Satisfies Need

1. Description of Solution: 5 cent environmental fee for every single-use bag

a. How Solution Satisfies Need: It provides a minimally burdensome consequence to using single-use bags.

b. How Solution can be Implemented: Through information and education. Also through a well-formulated plan proposal approved by the Washington County Commission.

(1) Plan of Action: Educate the county residents and then move toward approval

(2) Steps of Plan

(i) Include information about the issue and what the proposal involves, including relevant statistics, with utility bills that normally go to all of the households in the county.

(ii) Propose for the issue to be voted upon by the County Commission members.

C. Visualize Results

1. Describe Expected Results of Action: 70-95% reduction in single-use bag use with funds being generated for conservation and clean-up efforts through the 5 cent per bag fee.

2. Describe Consequences of Inaction: Cost of clean-up and disposal and a continuing threat to wildlife, humans and the environment.

Conclusion

A. Summary: Through the evidence I have presented, one can see the benefits that would come from implementing a single-use bag fee in Washington County.

B. Tie Back to Attention-Getting Step: Show images of clean spaces

C. Call for Action: Let's get on board and push together for this fee to provide a better today for us and a better tomorrow for our children and future generations. 

Bibliography

Buczynski, B. (2012, December 30). Plastic shopping bags laced with dangerous levels of toxic lead. Retrieved July 7, 2015, from Care2: http://www.care2.com/causes/plastic-shopping-bags-laced-with-dangerous-levels-of-toxic-lead.html

Cemansky, R. (2012, January 10). How Many Cities Have a Ban on Plastic Bags? Retrieved July 7, 2015, from howstuffworks: http://people.howstuffworks.com/how-many-cities-have-a-ban-on-plastic-bags.htm

Marin County California . (2012, January 1). Disposable Bag Ordinance. Retrieved July 7, 2015, from Marin County Web Site: http://www.marincounty.org/~/media/files/departments/ag/trifold-business-literature-handout.pdf

Napa County California. (2015). Single-use Bag Reduction Ordinance. Retrieved July 7, 2015, from Sustainable Napa County Web Site: http://www.sustainablenapacounty.org/site/public-policy/local?article=100

Rust, C. (2015, June 30). Should Cities Ban Single-Use Plastic Bags? Retrieved July 7, 2015, from SustainableCitiesCollective: http://www.sustainablecitiescollective.com/cathy-rust/1085781/should-cities-ban-single-use-plastic-bags

Persuasion Application 3 - Reich

As I started reading through the Reich's Cultural Parables descriptions individually, this is the speech that instantly came to my mind as I read the description for The Mob at the Gates. The video link is to a portion of a famous speech given by Ronald Reagan in support of Barry Goldwater back in the 1960s. This was during a time of continuing tensions between the U.S. and the Soviet Union and, like always, tensions and differences in opinion between the major political parties in the U.S. The full speech is called "A Time for Choosing" and is almost 30 minutes long. This condensed version gives one a good representation of the some of the points he made, the process premises he used, and ways in which the speech is a good representation of the parable.

A Time For Choosing

Ronald Reagan is well known for speeches that fit in well with the parable The Mob at the Gates. During this time period, there was a lot of tension between the United States and the Soviet Union. Much debate and numerous protests were happening in opposition to war and conflict. Many people then, just as many people today, believed that if we would just choose a stance of accommodation and an endeavoring for peace without any direct confrontation, our enemies would lay down their weapons and would "learn to love us." Others believed that enemies needed to be met head-on with a strong opposition backed up by a strong military and unwavering conviction.

Reagan speaks of relying on our morals and that America must fight for the billion people that are behind the Iron Curtain. His rhetoric brings thoughts to the viewer that the Soviet Union and its leaders are a huge force of darkness and that Americans have the freedom and ability to fight for its oppressed people. He refers to America as the "last best hope of man on earth." This fits perfectly within the description of the parable.

The speech has both a potential cognitive effect and affective consequence. The cognitive effect may come as thoughts and feelings of determination and resolve that comes to one's mind while listening to his words. As an affective consequence, the speech may inspire the listener to be more outspoken about their views regarding tyranny and about their specific beliefs on freedom and war. It could even push an individual to get more involved in politics or to join the military in order to do their part to fight against the oppressive Soviets and others. It may even drive someone here in the U.S. to work toward the betterment of our own culture and society.

Emotions and attitudes are probably the two process premises that the speech uses the most in order to be persuasive. Americans are definitely emotional about their country and their family. Reagan speaks of fighting for the freedoms of our children and for the same freedom that we enjoy in other places in the world. Through his rhetoric, one's attitude may be changed. More than likely, an existing attitude,whether for or against his position, would be strengthened and become more resolute.

Like many Americans, speeches such as this really resonate with me. It may be a good use of time to listen to the speech in its full length version. Reagan was a great orator with a drive, determination and charisma that are definitely rare and that, in my opinion, helped our country through a very difficult period in our history.

Persuasion Application Post 2 - Larson

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.

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.

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.