Research Topic

My research paper will be based on paper two. My topic will surround the question: "Heritage and Tradition: Helpful or Harmful to Communication?"

Ladd Blog

Author Brian Ladd's, "Berlin Walls," is an interesting, in-depth look at the history surrounding the Berlin Wall. Ladd explores the events leading up to the construction of this fortification and its subsequent road to extinction. Ladd delves deeply into the profound psychological and social implications this immense structure represented and the emotional scars it left on a country already indelibly stained with a bloody and shameful past. Ladd also examines the interesting contrast between the ways in which the Western world chose to define and view the Wall and the ways in which it was viewed by the German people and their rulers. Regarding this Ladd asserts, "Western Leaders denounced the Wall as anachronistic: a relic from an earlier age, it was built to keep progress out, and people in. Meanwhile, the Wall's builders justified their work as a necessary defense against the atavistic forces of the West" (343). Both sides of this fight surrounding the Wall were embittered in a dispute to, as Ladd posits, "define a symbol, each side trying to make the Berlin Wall comprehensible in ways that would justify its cause" (343).

Works Cited

Ladd, Brian. "Berlin Walls." Literacies. 2^nd ed. Ed. Terence Brunk et al. New York: Norton, 2000. 337-358.

Walker Blog

"Everyday Use" by Alice Walker is an emotional and poignant story that revolves around a poor African American family living in rural Georgia. The story is told through the mother's perspective, which allows the reader an inside glimpse at the emotions and complex relationships within the small family. Walker juxtaposes the characters of Maggie and Dee, two sisters, whose lives and attitudes differ immensely. The sister's lives diverge onto very different paths, Maggie staying at home with her mother and Dee going away to school. Walker illustrates the distance, both intellectual and attitudinal, between Maggie and Dee and between Dee and her mother when she writes, "she used to read to us without pity; forcing words, lies, and other folks' habits, whole lives upon us two, sitting trapped and ignorant underneath her voice," here Walker conveys the superior and haughty attitude displayed by Dee, as well as the resentment both the mother and Maggie feel towards her (699). By the end of the reading I found myself sharing the mother and Maggie's loathing for Dee and her self-centered and spoiled ways. And I was pleased to see Maggie and her mother triumph in the end by standing up to Dee and not allowing her to have things her way. To me this demonstrates the strong familial bond between Maggie and her mother, as well as how Dee's selfishness only serves to eventually alienate her from her family.

Works Cited

Walker, Alice. "Everyday Use." Literacies. 2^nd ed. Ed. Terence Brunk et al. New York: Norton, 2000. 697-705.

Coke Blog

The underlying message in this Coke commercial is a very upbeat and optimistic one, that of peace, love, and a global brotherhood. Through this message the Coca-Cola Company attempts to connect the consumption of their product with a world living in "perfect harmony" as a direct result (Coke). Realistically speaking a soft-drink cannot accomplish a challenge as daunting as bringing peace and harmony to the world, which is most certainly not what this commercial was intended to do. Coca-Cola's real intention here is to sell their product through a positive and heart-warming, albeit unrealistic message. Regarding the Coca-Cola Company's advertising ploys that claim peace and global unity result from drinking their soda, author of "The World of The World of Coca-Cola," Ted Friedman states, " In Coca-Cola's utopian internationalism, it is not nature, but to the universal consumption of a commodity--Coke--which ties people together. Its implication is that if every person in the world drank Coke, we would all live in peace and brotherly love" (Friedman). Unfortunately, Coca-Cola does not and cannot accomplish bringing "peace and brotherly love" to the world by selling their soft-drink and it is the very arrogance and implausibility of such an idea that reveals it for what it truly is, a simple advertising gimmick (Friedman). Although Coke falls far short of putting forth a genuine effort to make the world a better place, the commercial's message of a global brotherhood, on its own, is not without merit and significance. If the primary focus of selling Coke were to be taken out of the equation the commercial's positive message could truly be felt. If such were the case the individuals on the hilltop could be viewed as engaging one another in a culturally diverse "global village," acting together peacefully as a "true community," such as Dean Barnlund discusses in "Communication in a Global Village" (Barnlund 48). However, the commercial's potentially positive message of a culturally diverse "true community" is buried beneath the primary goal of a greedy corporate powerhouse; that of selling a product for substantial profit (Barnlund 48).

Works Cited

Barnlund, Dean. "Communication in a Global Village." Literacies. 2^nd
ed. Ed. Terence Brunk et al. New York: Norton, 2000. 47-61.

"Coke." Commercial. You Tube. 11 October 2007 <http://www.youtube.com/watch?v=igl0wMmS0N0>.

Friedman, Ted. EServer.org. October 1992. 10 October 2007 <http://theory.eserver.org/world-of-coca-cola.html>.

“The World of the World of Coca-Cola" and “Our Purpose”

Ted Friedman's essay entitled, "The World of The World of Coca-Cola" attempts to take the reader on a journey through the Coca-Cola Company's The World of Coca-Cola, a tourist attraction, which Friedman describes as "an annotated, museum –like display of advertising memorabilia" (1). Throughout this journey Friedman conveys to the reader that the focus of this Coca-Cola "museum" is on product advertising and manipulating the consumer's perception of Coca-Cola not on the actual Coke product itself (1). Friedman's commentary reveals an air of skepticism regarding Coca-Cola's idealized message of "world unity" through their product and he asserts that The World of Coca-Cola attempts to establish a "utopian internationalist ideology," by implying the drinking of Coke will lead to worldwide harmony (5, 7). At times, Friedman's critique of Coca-Cola and The World of Coca-Cola appear harsh, but at its core his essay is a thought provoking exposition on the potentially dangerous power and influence of corporate America.

Works Cited

Friedman, Ted. EServer.org. October 1992. 10 October 2007 <http://theory.eserver.org/world-of-coca-cola.html>.

When reading "Our Purpose" from Global Village News I was impressed by the site's endeavor to create an optimistic view of mankind. By its own definition Global Village News is attempting to report on "events, activities, achievements, projects and people who represent the highest and best of human endeavor" (Global Village News and Resources). The site's creators point out the potential negative impact of mainstream media and its constant portrayal of "human failure and dysfunction," which they attempt to counter with upbeat and enriching news stories from around the world (Global Village News and Resources). However, Global Village News does not negate the importance of the mainstream media's reporting of current events and problems facing the world today, in fact, they directly acknowledge that such reporting is necessary in our world (Global Village News and Resources). Overall, the main endeavor of Global Village News is to demonstrate to the world their vision of a "new era," that of a harmonious "global village" (Global Village News and Resources).

Works Cited

Global Village News and Resources. gvnr.com. 10 October 2007 <http://www.gvnr.com/>.

Barnlund Blog

Dean Barnlund's "Communication in a Global Village" is a thought provoking and eye-opening exposition on what it means to live and interact with others in a world that is becoming increasingly connected culturally. Barnlund examines the ramifications of a fast paced and globally connected society where individual cultures meet, connect, and inevitably clash with each other. Barnlund conveys the intrinsically difficult nature of communication in such a diverse and interconnected society when he states, "anyone who has truly struggled to comprehend another person—even the closest and most like himself—will appreciate the immensity of the challenge of intercultural communication" (49). Barnlund asserts that many obstacles bar the path to successful "intercultural communication" and he suggests an attitude of "mutual respect and sufficient curiosity" is the only way in which one can surmount such obstacles (49, 61).

Works Cited

Barnlund, Dean. "Communication in a Global Village." Literacies. 2^nd
ed. Ed. Terence Brunk et al. New York: Norton, 2000. 47-61.

Thesis Statement and Outline

Persuasive Thesis Statement on Commercial advertising and the messages it conveys to viewers:

Even though advertising in its most benign forms may not be harmful, it is useful to think critically and analytically about the hidden messages that modern forms of advertising may contain.

Introductory Paragraph

Begin with an interesting quotation related to your opinion about Commercial advertising and the messages it conveys to viewers:

Commercial advertising is a dynamic and influential tool, which advertisers use to their advantage everyday when bombarding consumers with flashy graphics and attention grabbing scenarios, all in an effort to attract and entice consumers into purchasing their products...

(You will need a transition here)

- End the Intro paragraph with your thesis statement:

Even though Advertising in its most benign forms may not be harmful, it is useful to think critically and analytically about the hidden messages that modern forms of advertising may contain.

Body Paragraph #1

Topic of the body thesis: It is important to think critically and analytically about the messages and underlying subtexts advertising contains.

Scholes quote: "In the age of massive manipulation and disinformation, criticism is the only way we have of taking something seriously" (623).

Scholes asserts in our modern culture criticism is of vital importance to understanding.

Another example that shows it is important to think critically and analytically about the messages and underlying subtexts advertising contains:

Scholes quote: "we would do well to pause and consider the necessity of ideological criticism" (623).

Tie in Herbals Essences commercial and relate how its content needs to be examined critically according to Scholes.

Body Paragraph #2

An example that shows advertising can contain underlying contexts that convey messages to viewers about everything from politics to gender roles and sexuality is...

Discuss Herbal Essences Commercial and its focus on sexuality.

- Explain how your evidence supports the topic sentence

Another example that shows that advertising can contain underlying contexts that convey messages to viewers about everything from politics to gender roles and sexuality is...

Scholes discussion of the gender roles as portrayed in the Budweiser commercial.

- Explain how this second piece of evidence supports the topic sentence.

Body Paragraph #3

Discuss the "cultural reinforcement" Scholes refers to and how its affects make critical examination necessary (620).

Discuss Herbal Essences commercial and its relationship to "cultural reinforcement" due to the portrayal of female sexuality (620).

Body Paragraph #4

The most important reason it is useful to think critically and analytically about the hidden messages that modern forms of advertising may contain is because everyday television commercials are often meant to evoke an emotional reaction in viewers in an effort to connect those feelings to the product being sold. .

Scholes example of Budweiser commercial catering to the American Dream.

- Explain how your evidence supports the topic sentence

Another example that shows that everyday television commercials are often meant to evoke an emotional reaction in viewers in an effort to connect those feelings to the product being sold is...

Herbal Essences commercial intended to shock the viewer and grab their attention with a sexy scenario.

- Explain how this second piece of evidence supports the topic sentence.

Conclusion

So you can see that although Advertising in its most benign forms may not be harmful, it is useful to think critically and analytically about the hidden messages that modern forms of advertising may contain. For two main reasons: First, advertising can contain underlying contexts that convey messages to viewers about everything from politics to gender roles and sexuality. But most importantly, everyday television commercials are often meant to evoke an emotional reaction in viewers in an effort to connect those feelings to the product being sold. .

- Now you will return to your attention-getter from the introduction

- Then end your essay with a powerful "so what?" statement that shows why the reader should care about this.

Works Cited

"Herbal Essences." Commercial. Youtube. 04 September 2007 <http://www.youtube.com/watch?v=qAXtXyydzPA>.

Scholes, Robert. "On Reading a Video Text." Literacies. 2^nd ed. Ed. Terence Brunk et al. New York: Norton, 2000. 619-623.

Intro Paragraph

Commercial advertising is a dynamic and influential tool, which advertisers use to their advantage everyday when bombarding consumers with flashy graphics and attention grabbing scenarios, all in an effort to attract and entice consumers into purchasing their products. Everyday television commercials are often meant to evoke an emotional reaction in viewers in an effort to connect those feelings to the product being sold. Advertising can also contain underlying contexts that convey messages to viewers about everything from politics to gender roles and sexuality. In "On Reading a Video Text," author Robert Scholes lays out his theories regarding commercial advertising and the underlying messages it sends. Some of the concepts Scholes discusses can be seen in an Herbal Essences commercial from the 1990's, which serves as a good example of ways in which advertising can convey a subtle yet powerful message regarding sexuality. Intrinsically, advertising is an exercise in coercion, a means of persuasion however subtle or overt it may be. While advertising in its most benign forms may not be harmful, it is useful to think critically and analytically about the hidden messages that modern forms of advertising may contain.

Works Cited

"Herbal Essences." Youtube. 04 September 2007 <http://www.youtube.com/watch?v=qAXtXyydzPA>.

Scholes, Robert. "On Reading a Video Text." Literacies. 2^nd ed. Ed. Terence Brunk et al. New York: Norton, 2000. 619-623.

Scholes Blog

    Visual imagery can be a very persuasive tool, which advertisers use to their advantage everyday when bombarding consumers with flashy graphics and attention grabbing, perhaps even risqué scenarios. In "On Reading a Video Text," author Robert Scholes lays out his theories regarding such visual imagery and its underlying meaning. Scholes asserts that modern advertising plays a role in what he refers to as "cultural reinforcement," which he defines as "the process through which video texts confirm viewers in their ideological positions and reassure them as to their membership in a cultural body" (620). The Herbal Essences commercial I have chosen to analyze demonstrates such "cultural reinforcement" through its focus on female sexuality (620). The Herbal Essences ad centers on a female attorney who is erotically shampooed by three attractive men in the middle of a courtroom. The attorney moans suggestively throughout the scene and finally emerges from the shampoo shouting in ecstasy. Such suggestive and sexually charged commercials can be seen as the "cultural reinforcement" Scholes describes, by helping to further the stereotypical view of women as sexual objects who can easily be manipulated by men.

Works Cited

"Herbal Essences." Youtube. 04 September 2007 <http://www.youtube.com/watch?v=qAXtXyydzPA>.

Scholes, Robert. "On Reading a Video Text." Literacies. 2^nd ed. Ed. Terence Brunk et al. New York: Norton, 2000. 619-623.

 

 

 

 

 

 

 

 

 

Herbal Essences Commercial Summary

This Herbal Essences commercial takes place inside the walls of a courtroom, where an attractive female attorney suddenly gets "the urge" to shampoo her hair with Herbal Essences. To assist her in this spontaneous indulgence three sexy male models burst through the courtroom doors all brandishing bottles of shampoo and they begin to seductively shampoo the attorney's hair while singing and dancing. The hunky shampoo boys inhale the Herbal Essences fragrance deeply, relishing in its sensual and exotic scent. Meanwhile, the attorney displays blissful facial expressions and vocalizes rapturous moans of pleasure, while flinging her head back and splashing the courtroom with water. As the judge bangs her gavel, calling the chaotic courtroom to order, the attorney emerges from her shampoo in absolute ecstasy with vibrant, beautiful, healthy looking hair. As the commercial comes to a close, known sex expert Dr. Ruth turns to the camera and expresses her desire for the shampoo boys to come back and use the body wash.

Works Cited

"Herbal Essences." Youtube. 04 September 2007 <http://www.youtube.com/watch?v=qAXtXyydzPA>.

 

Commercial

Herbal Essences Courtroom

Paper formatting

At this point I feel very comfortable with formatting my papers. I have used the basic MLA format for all of my classes here at IUSB. Sometimes I still have a few questions about proper citation, but I err on the side of caution if I'm not sure about something and cite it anyway.

W131 Intro Blog

Robert Scholes asserts that reading should be”a dialectical search for truth” (623). I believe this statement to be true, because reading is, fundamentally, an interchange of ideas between author and reader. Reading opens up new and exciting opportunities for intellectual and personal growth by forcing the reader to encounter new ideas that may challenge and shake previously held beliefs. This has proved to be the case in my own experience, especially when reading about politics and current world events.