Monday, June 30, 2014

Assessment 2

1.     Identify the nature of proof in Frank's monologue, siting evidence he used in Charlie's defense.
Frank hits on pathos, ethos and logos proofs throughout his speech. In Charlie’s defense he brings in emotional moments when talking about his military experience and how an amputated spirit cannot be healed. Also when he gets upset and loudly shouts that he would take a flame thrower to the place. Then another example of the pathos that he bring into his speech is when he talks about integrity and character, the essence of what a leader should be made of.
Franks credibility is brought in at different points of his speech and is preexisting. At the beginning of the hearing his existing credibility is brought up when he says the people he is close friends with who asked him to be here on Charlie’s behalf. His ethos is also built up multiple times when he is referred to as colonel, which brings up his past credibility and is further solidified when he talks about what he has seen while in the military.
Then, when looking at the logic that Frank gives, he uses many different example of logos. My favorite one, by far is also part of other proofs, which is when he talks about boys having legs and arms blown off but even worse than this is an amputated spirit for “there is no prostatic for that”. Also when he uses the nursery rhyme to explain how their institutional idea of being a cradle of leadership. As he says that when the bough breaks the cradle will fall. These are just a few of the logos that is seen in the speech, there are many more including when he talks of Charlie coming to the crossroads and they should let him continue on his journey. All of these examples help to give logos to the speech.
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?
We see the narrative proof when Frank takes about how he has been around and seen young men who had their arms and legs blown off in battle. He shares this short narrative to help give him credibility to show he knows what life can be like and how bad things can be. Also it pulls an emotional response when he ties it to Charlie and how they are amputating his spirit and there is no prostatic to fix it.
Also he gives a testimonial proof. This comes up when he says that Charlie’s soul is intact, followed by asking everyone if they know how he knows. From here he tells them that someone tried to buy his soul but Charlie was not selling. This is Frank giving a testimony of Charlie’s character and value.  We also see a short testimony given when he tells the committee that they hold Charlie’s future in their hands, how it is a valuable one and how they should believe him on this subject.  
Frank used a good number of anecdotal proofs as well. These short narratives that make a point in a hurry can be seen many times. One that I liked was when Frank was talking about the cradle of leadership, and if the bough breaks the cradle will fall. He used this short anecdote to help prove his point and what was great about it, is it was their saying that he used in hampering them. Another is seen just after he talked about his military experience when he says they think that they are just sending this great foot soldier back to his home state “with his tail between his legs” but he goes on to say that he feels they are destroying his soul. All because Charlie is not a “Baird man”, which Frank turns into an insult, as compared to what they first considered to be an honorable title.  
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?
    The Wisdom of the Rustic was used when Frank was talking about how George is “hiding in big daddy’s pocket”. Here Frank is presenting how Charlie is the little guy who has come a long way up the stairs of life. How he comes from Oregon to make a new life, but George is a joke, nothing more than a daddy’s boy.
We also can see The Possibility of Success being used when Frank points out that Charlie’s future is a bright one that needs to be protected and embraced, not destroyed. He talks about how he has the makings of a great leader, they just need to continue to let him work at becoming one.
The Presence of Conspiracy I feel is seen also in the example of George hiding behind his father’s money. This was brought out in the open by Frank to also show how George was being let go because of his father’s influence with the school. This is, in my opinion, a great example of how corruption can influence so many different aspects of life.
Next we also see the Value of Challenge when Mr. Trask recommends that Charlie is expelled to the board. However, Frank challenges this idea with the use of strong expressive language and louder tones, which shows his willingness to challenge what is being done. It is this value in a challenge that keeps him going when he is told he is out of order and he pulls them back into a reality that what they are attempting to do here is what is truly out of order.
Lastly we do see a little of the Eternal Return. When Frank talks about the people, whoever they were, that went to this school the spirit that they left there is now dead, due to what they are now doing. Basically strongly hinting that they need to reform back to the basics. This is also seen when he talks about their mottos and saying about the cradle of leadership and yet the leaders they seem to want to produce and nothing like the leaders that anyone would ever want.
      4. Which of Reich's parables apply or applies to Frank's reasoning?
I feel he applies The Mob at the Gates, when he talks about killing the spirit of this young man, the spirits of those who came here before are dead, you are destroying everything this institute proclaims it instills and be careful what kind of leaders you’re producing here, to name a few. All of these different parts of the speech help to bring in this idea of how this should be the place of aspiration for others and they need to be wary of the evil or corrupt ideas that are attempting to take precedence at this preceding.  
Frank reasons how Charlie is a triumphant individual by how he believes in himself and is willing to take the risk to do what he knows is the right thing. He doesn’t “rat” out anyone to buy his future, he is not willing to tear anyone else’s future apart to ensure the success of his own. He has the integrity, the honor and the character to stick to his principles. Frank unfailingly shows Charlie as an outstanding person. 
Also Frank does a wonderful job, in my opinion, of portraying the idea of The Rot at the Top. He shows this idea in the short but fantastic portion of his speech when he talks about how they are going to sacrifice Charlie and spare George who hides “in big daddy’s pocket”. Showing how George is getting spared because of his father’s money and not because of any other logical reasoning.
5. What was Frank's reasoning in terms of logical appeal?
Causal or Cause to Effect Reasoning- This is shown when Frank says that Charlie is taking the right path through life and how it is a path about principal that will lead to character. Also when he says Charlie’s future is going to make them proud and he promises them that it will, these both show a cause to effect reasoning that if they do one thing it will lead to the other. It could be that he is right, but there is the argument that things will not always workout the same way every time, especially with people, we are too unpredictable.   
Reasoning from a Dilemma-This one is also seen in Frank’s speech. A good example of it is when he talks about what the school motto is. When he says that the motto is that the boys should inform on their classmates and anything shy of this would result in them being burnt at the stake. This he shows as a reasoning between an either or situation. There is, of course, another option and that is what he is getting at with this portion of his speech.
Reasoning by Definition-We see this when Frank uses the example of “you hurt this boy you’re going to be Baird bums the lot of ya”. This is a sweeping generalization that he makes in order to help in his persuasion. Which does help to show that what they are attempting to throw him out of school for is not very well grounded.
Generalization Frank also uses this when he says they are “building a rat ship here”. He reasons what they are doing to the one is applicable to the rest. Which, depending on if he is persuasive enough, we may agree or disagree with this statement of this place being a rat ship or a place for snitches.
6. How did Frank's paralinguistics impact his expression and the meaning of his words? Please give specific examples – three will do.
Frank’s paralinguistics were very influential on his expression and the meaning of his words. Take for instance when he says “and what are you doing? You’re going to reward George and destroy Charlie”. He slows down when he gets to “destroy Charlie”. Also he gets quieter, showing a sense of sadness and how the respectable one is Charlie yet he is the one taking the fall. With this he shows what they are doing is completely backwards from what they should do.
Also, when he talks about the committee holding Charlie’s future in their hands he says “don’t destroy it” short pause “protect it” a little longer pause “embrace it”. These short pauses help to draw attention to what he is saying, brings emphasis to his points, the importance of their decision and his view of how they should choose.
Another example is one of the times he gets much louder in what he is saying. Take for example when he says “If I were the man I was five years ago I would take a FLAME THROWER to this place”! He yells flame thrower to draw in their attention to how far he feels this institution has fallen in their principles. Also, how they have become so diluted in what they stand for that they would be better off destroying the place than even trying to fix it. 
7. Discuss Frank's approach with his argument in terms of the four process premises, from Needs to Consistency.
Frank’s speech covers a portion of all four of the process premises. Starting with needs, we can see how Frank uses the Reassurance of Worth. This is shown when he tells us that Charlie’s soul is intact and you cannot bargain for it.  Also when Frank talks of how Charlie has come to a crossroads and he picked the correct path that is made up of principle and it will lead to an even stronger character. This Frank does to build up the worth of Charlie even more than what he has previously done.
Frank also pulls in the need for a Sense of Roots however, this is done in a mocking way. He makes fun of this by showing that there is no need for loyalty to this place when he says, that Charlie doesn’t need to have the label of “being a Baird man”. He is showing how this loyalty that is demanded of them all towards this school is a sham. It may have once stood for something and something of great worth, but the level of excellence has fallen greatly.
Frank touches on a few of Maslow's Hierarchy of Needs as well. First, hitting on the idea of belonging intermingled with esteem. This is shown when he once again mocks the idea of needing to belong to this school. He says that Charlie doesn’t need to have the label of the school ascribed to him, nor does he need the esteem of everyone else there. He tells how Charlie doesn’t want another chance to speak up against his classmates in order to win their approval and belong to the institution.
Also, we see the need of Self-actualization come up when Frank talks of his coming to the crossroads in his life and having never took the right path due to it being too hard. He tells us all of this realization that he came to about himself to help drive home his point on why Charlie is such an amazing person. This is all due to the fact that he will not report on the other students that he saw vandalizing a car.
Emotion is strongly used by Frank all throughout his speech. Starting with fear, we see Frank uses this in his speech when he tells them to “be careful what kind of leaders you’re producing here”. This is done to tell them how they should fear what they are doing. Based on what he has seen they are not creating even the basic standards for any good leader.
Also we see that he uses guilt many times. One example is when he talks of how they are rewarding George and destroying Charlie. This example from the speech shows how he is trying to instill guilt into the committee for what they are doing. Also we see him using guilt when he talks about how they are basically amputating Charlie’s spirit and there is no prostatic that can fix that. If they do this they are knowingly destroying a life that can never be healed.
The emotion that Frank seems to use the most is anger. We see Frank’s anger flare up when he talks about how they are killing the spirit that the school says they are trying to teach. Also we see this anger many more times throughout the speech, another one being when he is told that he is out of order and he stands up yelling “I’ll show you out of order”. Then continuing in his anger he goes on to say he would take a flame thrower to this place if he was the man he used to be. Another example of when Frank uses anger is when he says they are “executing his soul, and why”. He says these things in anger for he sees the things that they are doing and being completely wrong and wants to get his point across as clearly as possible.
We can also see a sense of pride used by Frank when he talks about how Charlie won’t sell anyone out to progress in his own future. Then goes on to say how this is called integrity and courage, the things that real leaders should have. Also when he says to embrace Charlie’s future for it will make them proud one day. This too shows a sense of pride in his speech that he uses to try to sway the listeners in Charlie’s favor.
Moving on to look at the third Process Premise of attitudes. We can see Frank’s opinion throughout the speech many times. However, to keep it to just a few examples, we see it when he talks about how they are creating a rat ship and also when he says they are killing the spirit of the institution. Both of these are his opinions based upon what he has seen thus far.
Also we see some of his beliefs come forth in the dialog. One of these is seen when he is talking about what he has seen in times of war and with the many young men that had appendages torn from their bodies. After mentioning this he brings up his belief of how these things are bad, but not nearly as bad as hurting ones spirit, as he says “there is no prostatic for that”.
I must not forget to mention the attitudes that we see displayed by Frank. We see some of his attitudes when he states that what is taking place at this school is a bunch of crap and when they say excuse me, he says no I don’t think I will. Then in addition to this he eventually stands up and chews basically everybody out. These are all demonstrations of his attitudes that were already in existence within him.
We also see part of Consistency here. When we see the source of dissonance as a Loss of Group Prestige. This is shown when Frank basically says the school is no longer worthy of their title of a great institution by what they are doing that day to Charlie. He informs them very bluntly of this by saying they will be nothing more than Baird Bums should they proceed. In addition he tells them to “be careful what kind of leaders you are creating here” to drive home this idea of how they have lost the prestige that they may have once had as an institution.
Also we see him tie in the Loss of Personal Prestige. We can see this when he confronts George who is hiding behind daddy. In addition he calls out the three boys who are making Charlie face the fire in order to save their hides. Now for my favorite one, when Mr. Trask hesitates to use his gavel while Frank says someone here offered to buy Charlie’s soul, only he’s not selling. Frank did these things to create dissonance in George, the three other classmates, the school and Mr. Trask.


Thursday, June 26, 2014

Assessment One: God Made a Farmer




1.    
Within this add we can see the ethics that are presented to us as wholesome things that we already tend to hold near and dear to our hearts. However, I feel that they are taking the “good” values we all hold due to our culture and manipulating them to work in their favor. This is, in my opinion, is completely unethical, for it plays on our weaknesses. Due to our cultural upbringings and the things that were pounded into our memories over the years we have spent in school, we have predispositions to patriotic symbols, family, religion, our individual strength, a caring nature and ingenuity.  All of these things were used in this commercial to draw us in and, in the end, to have a greater respect for the company behind the ad to hopefully get us to buy their product.
The commercial’s use of Paul Harvey’s voice as the narrator was a brilliant move. A man who was for a long time heard all over America, who was trusted and well respected by many people. In my opinion, it was completely unethical for Dodge to piggy back on Harvey’s credibility. With the love and respect that was and still is held by so many for this man, an emotional pull takes place on many of the audience. This of course is the idea and it works very well, but that does not make it ethically sound.
2.     
Peripheral- When first watching this commercial, there are a few different things about it that stand out to us a little more than others.  First, all the people displayed in the pictures looked to be like they were hard workers.  Also, there were a lot of different machines, along with Paul Harvey’s narration, that placed these people as farmers. Then I noticed the flag, which instantly reminded me of my freedom. Finally, the phrase at the end, “To the farmer in all of us” gave me the sense that I am a proud, hard working American, like the farmers displayed in the many pictures throughout the commercial.
Central- We see the Dodge trucks throughout the different clips, showing a connection between the hard working, tough yet tender and caring farmers. We see small animations in practically every shot, which lead us to be drawn in to each moment. Like the hay and birds flying or the dust moving, we are slowly pulled into the experiences as if they were our own. This is all done to make us feel as if this were us. Paul Harvey cannot be forgotten in this aspect either. He is a renowned radio broadcaster who the advertisers used to pull people in with the voice of a man, who for many years people loved and respected. They exploited his credibility for their own gain and they did it extremely well.
3.     
Pathos- Patriotism and American “farmers” who I think are really any patriotic American. Simply using the farmer as the example of a hardworking individual that deserves some respect and admiration for all they do. Still, Paul Harvey added some emotion, seeing that he was a well-known voice on the radio for around 50 years.
Logos- Logically this shows that farmers are hard workers, just look at the battered hands and the hard weather worn faces if you don’t think so. Now if we have hard workers they must have their tools that work just as hard. This leads to the conclusion that the producers of the commercial are after, which is Dodge trucks that also get dirty and haul heavy loads are what every hard worker needs. These trucks are the only tools that have just as much “guts and glory” as the hard workers who drive them.
Ethos- The credibility is from Paul Harvey and somewhat from the photos of the farmers that depict some of the hard work they do, both physically and mentally in some instances. Paul Harvey’s credibility comes from his history in broadcasting. People loved to listen to him and trusted him for many years. The photos show credibility by connecting with us the thoughts we associate with hard working, tough and yet tender people. The photos frame up our thoughts of these aspects and present them before us, thus giving credibility to what we are hearing and seeing because they coincide.  
4.     
There were a lot of different truths that could be surmised throughout this commercial. An example of one might be when the calf dies after the farmer did all he could to save it, then thinks he will try again next year. The truth learned in this moment could be that there is another chance and though failure happens we cannot give up. Also, at the end the son wants to be like the dad. The dad sighs and then smiles, truth being that he is realizes that his son is choosing a hard life. However, because of this he is proud of his son, hence the smile that followed.
5.     
With the pathos portion of the proofs, we can see the fidelity of the narrative perspective. Everyone has had something in their life that they associate as being hard work and some form of a family connection whether they are blood, friends, pets and so forth. People try to find something that they belong to, something that they can relate to and that is what this commercial is doing with the emotional ties to things that we already share some type of past experience with. These are seen with the family praying/just being together, the tough and worn out hands, the sadness and hope shown while in a religious building or location, the joy and happiness, all of these emotional settings that can resonate within members of the audience.
Now hitting on the logos proofs in the narrative. This proof is part of the narrative approach, only it’s given a new name with a few alterations. With narrative we call it coherence, or the flow of the story. Logos has a logical flow to it, one plus two equals three kind of idea. If there is no logical flow or coherence in the story or narrative then the speaker will lose the audience and everything they are aiming for will come to a halt. With the smooth flow of the story it keeps people engaged and thinking about what they feel to be true and plausible. All this in turn leads them to the desired conclusion of needing the truck, the only strong and logical purchase to help out a hard working American patriot, or so the commercial would lead you to believe.
Now for the ethos side of the story that is being told in this commercial. The ethos, or credibility, comes from some of the images that are portraying the hard working farmers, you can't really argue the sturdy people that are shown and their worn out hands and fingernails. But we cannot ignore where an overwhelming amount of the ethos comes from, Paul Harvey. Paul was a radio broadcaster for many years. People heard him all the time delivering the news, telling stories and being the voice on commercials. So the fact that he was used, again, is no real surprise. He had great influence during his hay day and many people still know who he is and respect him. This, of course. led people to respect his judgments and things that may be associated with him. Which is what this commercial does, they tie him to their product to get his credibility to, in a sense, roll over onto them.
6.     
The Triumphant Individual, or the successful little guy story is seen throughout the commercial in things like the American farmer being portrayed with the flag symbolizing our culture and patriotism. Also, by showing farms that appear to be in the heartland of America or the bread basket. We see things like the family praying together showing a social side to the successful little guy story with the mention of the farmer at the beginning of the speech given by Paul Harvey going to town for a meeting with the school board all night. This shows a socially successful, culturally strong, proud and deep rooted American individual. This is how our culture is oriented. On the success of the individual is where we focus, not the group. This cultural parable is but one of a few that can be seen in this commercial.
7.     
There are a good number of Marwell & Schmitt’s Taxonomies present in this commercial. To name a few that we can see, there is positive expertise, positive self-feeling, moral appeal and positive altercasting. Positive expertise is shown through Paul Harvey as he speaks about how God made a farmer and the strength that a farmer has to disk, plow, throw bails and also to be gentle in weaning cows or splinting the leg of a meadow lark. He is saying that not as a question but as a fact, giving the impression that he is an expert on the subject. We can see how positive self-feeling is being displayed in how things are worded in the narration. This is not done directly but can be seen in how Harvey says things like God needed someone who could work all day or who could bail a family together. Things that can be interpreted by the audience in many ways each depending on the individual. But these can be seen as saying you will feel better about yourself if you are the one that does these things. 
Now looking at the moral appeal, we see many instances that this commercial alludes to topics or values that we already hold in order to establish some common ground. This can be seen in how we briefly see the American flag which is commonly associated with patriotism or the family praying together. These attempts to establish a shared value with the company and the audience is in attempt to further persuade us to buy the truck.
Lastly, I would like to talk about positive altercasting. This is shown all throughout the narrative by Paul. Everything in it is, in a sense, positive altercasting but the most direct one is right at the end when it says, “to the farmer in all of us” followed by the Dodge Ram symbol basically stating we all are hard working in some way, so the smart thing to do is get this hard working vehicle.
The objective in the end is to get you to buy a Dodge truck. However, to get you to that point they push as many “buttons” to get you loving the idea of not just a truck, but of patriotism, family, hard work, sorrow, love and faith to name a few. They want us to feel that they are on our side, they have the same values we have and they only want us to have the best things. So is this the best or is it not? This is left up to the viewer, but it is safe to say that it is definitely trying to persuade (or con) us into believing them.
8.
This commercial hits on all the motivational process premises. It shows us throughout the entirety of the commercial how good “tools” are needed for any hard worker, thus hitting the need of getting a truck. Also, we see emotional ties to helping an animal with a broken leg, being with family with all the joy therein and the pride felt in the father of his son who wants to be just as hard working as him. Attitudes are impossible to miss, they show direct shots of beliefs in God by the farmer’s family praying together, they show opinions that we all hold about farmers being hard workers. This is pretty easy for most of us to come to the same opinion, because if you are not hard working you won’t remain a farmer for long. Lastly, consistency is shown as Paul Harvey, in a way, circles in what he says. First he said God needed a caretaker, which then led to him explaining a caretaker. He then moved on to a hard worker and then explained this hard worker over and over in different ways. By doing this it begins to eradicate any dissonance we may have about the subject and we fall in line with what is being presented.
9.    
From Packer’s compelling needs I feel the best one to relate to this add is the need for Reassurance of Worth. With this meaning that we are in a competitive world and often just feel like a number not a person, we have an underlying feeling to show someone we are not just a number and that we are significant and accomplished. We want to be appreciated by others for our work so we must know how.
This I feel is the most relevant need to this ad. Paul Harvey does a great job in showing that being a farmer is worthwhile. They are not just another number getting so many bales of hay or so many bushels of corn, but they have great worth. They are the ones who put in forty hours by Tuesday yet work seventy more before the week is out. There is nothing they can’t do even if you give them little to nothing to work with (like a hunk of car tire, feed sacks or shoe scraps). All this time Paul is talking about farmers, but there is no way that we all can’t relate in some way to what is being said about them. Then at the end Dodge won’t let us escape unscathed, they say “to the farmer in all of us”. This tells us that we all have worth, we all can be and are great hard working Americans (must not forget the patriotic side to the ad). So we must show what we are and to do this we need a Dodge Ram. With this our value can be shown and we will be appreciated by others, for they will know we are hard workers.
10.
Visually we see may things that are designed to prey upon our attitudes, such as the shot of the American flag in the window. This is shown to pull us into the patriotic mindset that we all have had indoctrinated into us over the years through things like saying the pledge in school to singing the anthem at ball games. We also see at the beginning the chapel then later the farmer standing in the pews and then later praying with his family. All of these bank off our background of strong religious ties within our county. It never specifies which, but through the pictures you can incorporate Christianity due to the cross on the church, for example. Also, they show us the picture of the children, first the little girl then near the end the little boy, which help to draw us in with the love that is generally associated between parents and their children. Thus they yet again pull us in based on our world views about our beliefs in a higher power and the importance of family bonds. This pulls out of us agreements in what values they have as compared to what we ourselves hold.
Looking at the worn faces of the many farmers, their beaten hands, battered gloves, stained hats and of course dirty trucks, they hit on our preexisting attitudes and beliefs of farmers being hard working run-of-the-mill Americans. This undoubtedly is their target audience.
They are not after the rich and famous, they’re after the majority. So what they show us resonates with us at some degree or another. We agree more with some and less with others, but we get hit with so many angles we are bound to come out with a positive outlook about Dodge. 

Tuesday, June 17, 2014

Narrative Approach

 
 

This commercial displays a narrative approach to persuasion. The creators play on the viewers fidelity, or how it related to the audience's experience. Many if not all families experience hardships or problems that can rip them apart. This narrative goes through a well designed story that tells about a family spreading apart. Then as it progresses it moves into how an accident happened that forced the son to come home again. From there the father helps in his sons recovery.

As the story plays out in this manner we are able to see a logic of good reasons, as Fisher described it, for how everything comes together (1978). For example, the family depicted is from a culture that has strong family bonds. The scenes progress from the argument to the son working and getting hurt, which leads to a view of him in the hospital.  These all show how they are logically related and the coherence of the narrative.

 The coherence was very well put together. It is easy to follow the story and it provoked an emotional response from the audience. This response they seek is the motivational tool they are using in attempt to add credibility to their company. The company is Bernas (a rice distribution company). This also ties into the fact that they show the family eating many times in the commercial and often having rice. Not to forget the argument with the son that ends in the bowl of rice being shattered. All of these help to direct our minds towards the company behind the narrative.

To better illustrate why the narrative approach with an emotional motivation was used in this commercial, we can look at what Edward Wachtman and Sheree Johnson wrote in their article, "The Persuasive Power of Stories". They claim that in order " to create strong and lasting bonds with consumers and get them to act to our advantage, we must awaken their emotions" (p. 1).  They go on to talk about how the story in the ad leads to an emotional response that ends in what they want.

(Wachtman, E., & Johnson, S. p. 4) 



References 
Fisher, W. R. (1978). Toward a logic of good reasons. Quarterly Journal of Speech, 64, 376-384.

Wachtman, E., & Johnson, S. (NA). The persuasive power of stories. American  marketing association’s marketing management, 1-7.
http://www.storytellings.com/images/StoryTellings_Consulting_The_Persuasive_Power_of_Story.pdf

http://www.youtube.com/watch?v=S14kvB-HMc0