Ad Analysis

Throughout this week we have been analyzing advertisements and commercials and determining what rhetorical devices are essential to the particular advertisements or campaigns we analyzed. We have seen many different commercials with many different motives.

This idea of motives got me thinking. What are the motives of advertisers? What is the motive of the company behind the advertisement?

I feel that all too often people read too far into advertisements, scrutinizing the company’s production, message, and motives of the particular advertisement. Advertisements are there to advertise. Why must we feel the need to make sure they are politically correct? Why do we feel the need to point out every mistake, hidden innuendo, or small detail of an advertisement?

The success of the advertisement is judged on how well the product is advertised, not how well the consumer knows the ins and outs of the advertisement itself. I’m not saying we should not be critical consumers, but I feel sometimes we dive too deeply into the world analysis and place too much emphasis on what we know about the reasons behind something than appreciating that something for what it is.

His Story

What is or what “defines” history?

In my American History class junior year, our teacher asked us this question on the first day of class, and also on the last. She challenged us to ask ourselves why we personally and societally determined certain things, people, events, and information as historical. Is history up to personal and societal interpretation? Is it about strict factual information or is it “his story?” If so, who is he?

I shudder to think that a quote from Adolf Hitler backs up my point, but when I was reading Mein Kampf for my “History of Nazism and Fascism” class I came across a quote stressing the confusion over what history really is:

“Few teachers understand that the aim of studying history can never be to learn historical dates and events by heart and recite them by note; that what matters is not whether the child knows exactly when this or that battle was fought, when a general was born, or even when a monarch (usually a very insignificant one) came into the crown of his forefathers…To ‘learn’ history means to seek and find the forces which are the causes leading to those effects which we subsequently perceive as historical events.”

Hitler’s definition is not a concrete example of what history is, and I don’t think a tyrannical anti-Semite would be the best source for a definition of history. But what is important is that we realize the importance of interpretation and rhetoric in history. The line “which we subsequently perceive as historical events” is extremely powerful because it acknowledges perceptions as a crucial part of history. Factual information, decisive battles, and non-biased facts all attribute to the creation and documentation of history, but I feel the beauty of history is lost in those dates, numbers, details, which we all seem to remember.

We often forget to textually and contextually analyze the events that led to this “history.” It is crucial we understand the perceptions, biases, and opinions of the people in these events and the people who document them. We have to ask who is the “his” in “his story?”

Would the stories of “Jim Crow South” be the same stories if they were told by a person of color verses a white southerner? Would an impoverished protester and President Mubarack view the current unrest and revolution in Egypt similarly?

It is crucial that we understand the importance of perception, context, and societal interpretation when studying history. Through critical analysis of the people, places, and events in our past we can better understand what we personally and socially define as history, and make efforts to change it in the future.

Appeal to Authority

During class this week we talked about advertisements and the methods used by companies to get consumers to buy their products.  As I reflected on the appeals to ethos, logos, and pathos I recall studying about logical fallacies in high school. 


I studied many fallacies varying from “begging the question” to “slippery slope.” The fallacy that rings strongest in my head is appeal to authority.  Using ethos, a company, rhetor, or person will appeal to an “authority” figure that supports the product they are selling or the argument they are making.  The most common example is “#1 doctor recommended.”  This appeal is attempting to convince the consumer, reader, or audience that someone who possesses expertise in a field supports this product.  The reader must understand that just because the box says “#1 doctor recommended” does not guarantee the success of the product or the strength of the product. As an informed audience it is our job to make sure that we understand these crucial uses of rhetoric, logical fallacies and appeals to ethos that surround us.

         
One of my favorite appeals is when a celebrity supports a product.  It isn’t enough to see commercial actors say Proactiv clears all their acne, in order to truly see how magical the acne medicine is we need to hear how it changed Katy Perry’s life.

         
I caught a recent episode of Saturday Night Live and was amazed at how this clip exemplified the use of celebrities to promote products, charities, and even crisis hotlines…
Celebrity Crisis Hotline

"Baracky Road" to Innovation

So today (yesterday morning) I had the honor of being asked to volunteer at President Obama’s speech at Rec Hall.  What’s even cooler was the fact that I was on the third row from the front and also met JoePa; needless to say, it was worth missing LA 101H (no offense Robin). But I digress…

         

Being somewhat of a political enthusiast and a strong democrat I jumped on this opportunity to volunteer and hear The President’s address.  I was excited to see what Obama had to say about energy innovation, Penn State, and “Winning the Future.”  He spoke of numerous locations across the country where energy efficiency was being incorporated in both the business and domestic realms.  He cited many examples of Universities and educational institutes leading the charge against waste and toward sustainability.  I was elated to know I attend a University on the forefront of innovation and technology.

         

What I noticed about the President’s speech was the many rhetorical devices he used throughout his speech to incite, inspire, and entertain the numerous Penn State students and faculty in attendance. 

         

When the president first arrived at the podium he made a joke reference to meeting “someone he didn’t know but had heard of.”  Of course the audience reacted positively when the punch-line being Joe Paterno was delivered.  And throughout his speech Obama made several pro-PSU remarks referencing Joe Paterno’s 400 wins and a history of excellence.  These carefully placed remarks are explicit examples of the power of rhetoric influencing and winning over an audience.   

An audio clip of my personal take on NPR's "This I Believe."

Promises

As I watched the Daily Show with Jon Stewart I was not surprised to see the topic of conversation and the butt of the jokes was President Barack Obama’s State of The Union. This years State of the Union was filled with pledges and statements of intent to change education in America, and lower the number of unemployed and under employed. But Jon Stewart recognized two main facets of modern State of the Unions that many people overlook: empty promises, and partisan rebuttals.


Stewart satirized the speech by titling the segment of his show concerning the address “State of the Union 2011: Night of too Many Promises.” He recognized and scrutinized the fact that many modern politicians claim to do all these wonderful things for the country, but due to the bureaucratic and partisan natures of American government little ever gets done. Politicians use persuasive and powerful rhetoric to pledge to America that their ideas will make a difference in society. Now, having ideas and taking action is what leaders are supposed to do, but making lofty promises is not a good use of political rhetoric.


Also in today’s society neither side, whether it is the Democrats or the GOP, can deliver any sort of address without a rebuttal by the opposing side or party. Last year, Louisiana Governor Bobby Jindal led the charge with his powerful republican response to President Obama’s State of the Union. This year, Jon Stewart poked fun at the numerous response made by various Representatives and politicians.


Understanding rhetoric and how it is used in the political world is a very useful tool to voters and non-voters alike. The American public should learn the necessary tools and language so that they can decipher political messages individually, without the help of a comedian.

Implorement

I opened up my laptop to check my mail, Gmail, and blog when Google Chrome sent me a wonderful reminder of the power of rhetoric in civic life by displaying a picture of President Kennedy as the Google theme. January 20, 1960 President John Fitzgerald Kennedy delivered one of the most powerful and remembered inaugural addresses in American history.

On this fifty-year anniversary, I am reminded of the amazing capabilities of rhetoric to unite, incite, and spark a nation in times of need. President Kennedy recognized man’s ability to help one another and solve many of the problems of the world stating that, “man holds in his mortal hands the power to abolish all forms of human poverty and all forms of human life. And yet the same revolutionary beliefs for which our forebears fought are still at issue around the globe.”

He assures the American people that their government will do everything in their power to ensure the liberties, freedoms, and rights of all people nationally and globally. But, what makes this speech so powerful is President Kennedy implores the American public to do everything in their power to individually make a difference. Using careful word choice and his delivery he inspires each and every citizen to become civically engaged. President Kennedy emphasizes the importance of individual civic leadership by delivering this command: “And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country.”

Rhetoric has always been a part of our countries history, and this reflection on an extremely influential speech shines light on just how big of a role rhetoric plays in citizenship, government, and civic engagement.