There Aint No Reason
http://www.playlist.com/micamia
ARGUMENT:
WATCO: believing in love on dealing with the chaos and commotion of this world.
Terms:
A:Love
B: Will come set you free from the chaos and commotion of the world
B/C: love is the only thing that can combat the irony and inequality in life.
IA: Whatever combats the irony and inequality in life can also set you free from the chaos and commotion of the world.
AUDIENCE: people who feel the need to be set free by something, who feel the weight of the chaos and commotion of the world.
HOW THE ARGUMENT IS BEING MADE:
ETHOS: Instead of creating credibility as an expert in his subject, he creates a relationship with his audience, bringing himself on the same level of understanding as them. He claims that he can't explain why things are the way they are. It is assumed that no one can explain all the madness and irony in the world. For that reason, I think that his representation is TYPICAL. He is a good source for the observations that he has made in his song. He also uses PATHOS in a very creative way. He is sarcastically mimicking the apathetic nature of those who explain away of the horrors of reality by stating "it's just the way things are.” Even in the style of the song, with a slow relaxing melody, he plays to the emotions with his nonchalant mentioning of losing everything you have worked for, selling your soul, hurt, hatred, weapons, and slavery.
GOAL: To persuade the audience of love’s ability to set them free. I think his audience already knows and has experienced the terrible things he mentions, and needing a way to escape from it all, but perhaps not having a solution, stating that he believes love will set him free suggests it as a solution to his audience as well.
IS IT EFFECTIVE?
His argument is very weakly supported. He gives no evidence as to why he believes love will set him free. However, the stark difference between the terrible realities he mentions and the concept of love makes choosing love the more desirable option. Arguing that neither he nor anyone else can explain nor solve these tragedies, love seems to be the default solution. Singling love out as the only legitimate option makes it a stronger, more effective argument, even though it is weakly supported due to lack of claims and evidence.
Saturday, January 23, 2010
Commercial: EDS
http://www.youtube.com/watch?v=AgH4h4KMoGk
WATCO: Choosing EDS on managing the complexities of e-business
ARGUMENT:
A Term:Choosing EDS
B Term: will allow you to manage the complexities of e-business
C Term: B/C Choosing the right information technology out-sourcing company will take your information, ideas, technologies wherever you want them to go.
Implicit assumption: Whatever takes your information, ideas and technologies where you want them to go will also allow you to manage the complexities of e-business.
GOAL: The goal of the commercial is getting the targeted e-business owners to choose EDS for their information technology out-sourcing. If nothing else, providing their web site at the end of the commercial presents the goal of getting the targeted audience to visit their site to learn more. With EDS's cryptic definition of what they do, embedded in a humorous dramatization which truly has very little to do with the nature of their business, the real invitation is to check out the website to get a better idea about what they offer.
AUDIENCE: Though it is not obvious until the last few moments of the commercial when it is spelled out, the targeted audience is Internet business owners, those starting an internet business, those needing help organizing their internet business, or those wanting their internet business to take off. The commercial may even attract those wanting a more creative approach to internet business, as EDS shows off their own creative marketing. Getting much more specific than this in defining a targeted audience is difficult, however, given the lack of specifics on the services EDS offers.
HOW IS THE ARGUMENT BEING MADE?
Truly, the brilliance behind EDS's commercial is in the clever mocumentary-style used. The targeted audience viewing this ad can assume that EDS's services are just as ingenious. In taking a profession that does not exist and making it something believable and even touching, EDS appeals to the emotions and sense of humor of it's audience. The quality of the commercial's making (the filming, story, convincing actors, the setting), as well as the brilliance in doing something in a commercial that has never been done before gives credibility to EDS's ingenuity and abilities.
IS THE COMMERCIAL EFFECTIVE?
. I think the ad is effective because of its ability to present its service potential in a creative manner, thereby establishing its credibility in the nature of the service it offers.
http://www.youtube.com/watch?v=AgH4h4KMoGk
WATCO: Choosing EDS on managing the complexities of e-business
ARGUMENT:
A Term:Choosing EDS
B Term: will allow you to manage the complexities of e-business
C Term: B/C Choosing the right information technology out-sourcing company will take your information, ideas, technologies wherever you want them to go.
Implicit assumption: Whatever takes your information, ideas and technologies where you want them to go will also allow you to manage the complexities of e-business.
GOAL: The goal of the commercial is getting the targeted e-business owners to choose EDS for their information technology out-sourcing. If nothing else, providing their web site at the end of the commercial presents the goal of getting the targeted audience to visit their site to learn more. With EDS's cryptic definition of what they do, embedded in a humorous dramatization which truly has very little to do with the nature of their business, the real invitation is to check out the website to get a better idea about what they offer.
AUDIENCE: Though it is not obvious until the last few moments of the commercial when it is spelled out, the targeted audience is Internet business owners, those starting an internet business, those needing help organizing their internet business, or those wanting their internet business to take off. The commercial may even attract those wanting a more creative approach to internet business, as EDS shows off their own creative marketing. Getting much more specific than this in defining a targeted audience is difficult, however, given the lack of specifics on the services EDS offers.
HOW IS THE ARGUMENT BEING MADE?
Truly, the brilliance behind EDS's commercial is in the clever mocumentary-style used. The targeted audience viewing this ad can assume that EDS's services are just as ingenious. In taking a profession that does not exist and making it something believable and even touching, EDS appeals to the emotions and sense of humor of it's audience. The quality of the commercial's making (the filming, story, convincing actors, the setting), as well as the brilliance in doing something in a commercial that has never been done before gives credibility to EDS's ingenuity and abilities.
IS THE COMMERCIAL EFFECTIVE?
. I think the ad is effective because of its ability to present its service potential in a creative manner, thereby establishing its credibility in the nature of the service it offers.
Saturday, January 16, 2010
If you've never heard of Dash Courier Service, this advertisement tells you one thing about them: they have the guts to propose that they can out-perform one of the most well-known companies in the US. Using the altered, familiar logo of their competitor (changing "UPS" to "Oops"), Dash's advertisement grab's the attention of the viewer and makes a statement: Choose dash over UPS for same day reliable delivery. Why should we choose them? Because Dash will not commit the competitor's errors. The implicit assumption is that the viewer has experienced problems in shipping with UPS, it more specifically implies that the viewer has had problems with UPS's same-day delivery service. In the ad, UPS may be used as a specific competitor Dash claims to be able to out-do, however UPS is so prominent and iconic that Dash may as well be claiming they can out-do all the competition.
If I am a resident of either of the Carolinas and I had never seen or heard of Dash, I may not want to trust my valuable parcels to them. However, to establish credibility and a relationship with the Carolina viewer, Dash seems to be saying: "We understand you. We've all been let down by our competitor. Let us show you we're the best." Their implicit assumption establishes common ground and therefore a relationship with the audience. Logically, no one wants those entrusted with their important and urgent parcels to ever say "oops". The choice of the word "oops" is not only clever, but also minimizes the amount of care and responsibility UPS/the competitor would have in the erroneous delivery of your parcel.
Conceptually, the advertisement is effective in communicating the intended message to the targeted audience. Visually however, the cleverness of using UPS's logo could be misinterpreted, since it occupies the majority of the space and at glance it could be mistaken for an advertisement for UPS, ergo destroying the very purpose of Dash's marketing scheme and resulting in the cataclysmic end of the universe as we know it .
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