What I want to accomplish today is finishing up the rhetorical functions portion of the body, and possibly start the transition into the rhetorical appeals.
I was able to get more than I wanted to today actually. I finished a draft of the rhetorical functions, created a transition from the functions to the rhetorical appeals, and finished describing what the appeals are with my own examples.
Wednesday, November 28, 2007
Monday, November 26, 2007
exploratory draft
What I wanted to get accomplished today was the first few sections of the beginning of the body of my inquiry project. I shaped a paragraph introducing rhetorical operations and also was able to draft the repetition and reversal explanation/examples. I hope to finish this section later today so I can move on to another section later on. Right now, since I just focused on this small section in the beginning, I'm not really seeing the connection I need to make in the overall theory of the paper, but hopefully as I go on that will be made more clearly.
Wednesday, November 14, 2007
I pretty much have to re-do my annotated bib. adding my new, more relevant sources. What I did today was go through all of my sources and picked out new ways to group the new sources. Now I can form my introduction as my paper will be half on advertising rhetoric principles, and the other half will be applying those to McDonald's.
Tuesday, November 6, 2007
annotated bib, in progress
Heiligmann, Rodney, and Vickie Rutledge Shields. “Media Literacy, Visual Syntax, and Magazine Advertisements: Conceptualizing the Consumption of Reading by Media Literate Subjects.” Journal of Visual Literacy 25 (2005): 41-66.
This article analyzes visuals and media texts for underlying cultural and superlative beliefs. The advertisements are meant to create relationships with the reader and the initial relationship with the viewer is a power relationship, lending support to existing stereotypes and social/cultural hierarchies.
The authors reference different approaches to studying advertising, which gives me the overall picture without a biased view. The article is from Spring 2005, which I consider to be current and a significant contribution to media literacy.
The rhetoric “appeals” are rational, sensual, testimonial and worry. I can use the “appeals” in my analysis of a specific case, which will be the second half of my inquiry project. I think I will also be able to use the three meaning qualifications in advertising in my analysis: the meaning of a sign must be transferred to another (people to objects, object to object, social situation to object and feelings to objects), the connection by the viewer to product and the charged sign and the charged sign must have meaning to the viewer. These meanings got me thinking of potential cases to analyze that fit into these categories such as McDonald’s, “Think Pink” Campaign, and InspiRED. These three fall most into the social situation to object.
Morgan, Sara. “More than Pictures? An Exploration of Visualy Dominant Magazine Ads as Arguments.” Journal of Visual Literacy 25 (2005): 145-166.
Participants were asked to view eight visually dominant advertisements from magazines. There were to infer their thoughts on the product claim(s). The results found a small group of different claims about the actual product in the advertisement, but also the participants inferred multiple implications drawn from the advertisement.
This article is current, from Autumn 2005, and I believe it has authority and significant contributions to visually dominant advertisements. Sara Morgan addresses classical conditioning positives and negatives even though it is not her argument. I think this makes her credible and non-biased because it shows that she has done the research in her field to take note of a different approach than her own without taking a biased approach.
I will be able to use the advertising visual rhetoric techniques mentioned, such as rhyme and reversal, in the first half of my paper where I will analyze visual rhetoric. I also noticed Morgan and Rodney and Shields use some of the same sources, such as Mesaris.
This article analyzes visuals and media texts for underlying cultural and superlative beliefs. The advertisements are meant to create relationships with the reader and the initial relationship with the viewer is a power relationship, lending support to existing stereotypes and social/cultural hierarchies.
The authors reference different approaches to studying advertising, which gives me the overall picture without a biased view. The article is from Spring 2005, which I consider to be current and a significant contribution to media literacy.
The rhetoric “appeals” are rational, sensual, testimonial and worry. I can use the “appeals” in my analysis of a specific case, which will be the second half of my inquiry project. I think I will also be able to use the three meaning qualifications in advertising in my analysis: the meaning of a sign must be transferred to another (people to objects, object to object, social situation to object and feelings to objects), the connection by the viewer to product and the charged sign and the charged sign must have meaning to the viewer. These meanings got me thinking of potential cases to analyze that fit into these categories such as McDonald’s, “Think Pink” Campaign, and InspiRED. These three fall most into the social situation to object.
Morgan, Sara. “More than Pictures? An Exploration of Visualy Dominant Magazine Ads as Arguments.” Journal of Visual Literacy 25 (2005): 145-166.
Participants were asked to view eight visually dominant advertisements from magazines. There were to infer their thoughts on the product claim(s). The results found a small group of different claims about the actual product in the advertisement, but also the participants inferred multiple implications drawn from the advertisement.
This article is current, from Autumn 2005, and I believe it has authority and significant contributions to visually dominant advertisements. Sara Morgan addresses classical conditioning positives and negatives even though it is not her argument. I think this makes her credible and non-biased because it shows that she has done the research in her field to take note of a different approach than her own without taking a biased approach.
I will be able to use the advertising visual rhetoric techniques mentioned, such as rhyme and reversal, in the first half of my paper where I will analyze visual rhetoric. I also noticed Morgan and Rodney and Shields use some of the same sources, such as Mesaris.
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