There are different ways Advertising companies design commercials to sell their merchandise, and they will do anything to accomplish this. In his article, “On Reading a Video Text” Robert Scholes begins by summarizing that video text gives us visual emotion, such as close-ups, and slow motions. Giving it a touch of narrativity combined with music. They apply these methods to the product being advertised to have a better sense of feeling for it, a unique desire to want to buy it. In this case the manufactured article is Budweiser. In the commercial they narrate the story of black man from the provinces whose dream is to make it to Major League Baseball as an umpire. When he finally is in that position he must face a hard decision on a close play call. Withstanding the pressure from the crowd and an angry manager he makes the right decision. Through this passage, we can see a black man fighting for what he wants. Facing racial pressures and even challenging his own integrity. The visual emotion methods come into play being utilized to evidently guarantee that the umpire had made the right call. It concludes when the angry manager “toasts” the umpire with a bottle of Budweiser beer and the commercial elaborating “You keep America working. This Bud’s for you.” This allows people to put themselves in the story and relate to it. Scholes then implies, “We root for the umpire because we want the system to work – not just baseball but the whole thing: America.” Giving us a strong message that talent must prevail over anything, and that it can. This quote also points directly to the American dream (a better lifestyle, a dream that has many opportunities). The idea that with hard work and dedication no matter the circumstances you can accomplish it. Advertisers here are no longer selling their product; they are selling a strong message. “The American dream, a different and a better lifestyle.” Indicating that buying Budweiser will allow you to accomplish all of your goals and dreams. Evidently we can observe here that advertisers fist intent to catch your attention through the emotional story, and at the end it all directs to the product they want to sell you.
Monday, May 23, 2011
Budweiser
In his essay titled “On Reading A Video Text” author Robert Scholes attempts to bring to mind his views on the content of a certain commercial aired in 1982. On overview of the commercial, written by Scholes, is a look into the life of an everyday man attempting to remove himself from the “small time” world of minor league baseball into the big city like atmosphere of the major leagues. Laid out before the viewer is the journey of one man against certain odds.
In Scholes’ opinion this commercial uses emotions to point the viewer toward a certain mindset; attempting to tug at heartstrings and turn emotion toward their product. Consumers are shown a time of a simpler America, where hard work, integrity, and perseverance paid off in the end. Transporting an umpire from simple beginnings through the hardships of trial and finally acceptance in the “big leagues” is simply one way of showing this use of the emotional technique.
Diving deeper into the text a reader might infer that Scholes has a slightly limited respect for today’s consumers. It can be assumed that by his thinking, we as consumers, lack the ability to dig deeper into commercials and see what it really is that we’re being sold. Scholes then goes on to state that while we might have culture that has changed through the ages, we by no means have the ability for analyzing and criticizing product ads and the like for a deeper, underlying theme.
He almost insists that instead of just pushing a brand commercials are trying to push a feeling, a life style, and a feeling of a job well done, along with the notion of uniting us as American people in a way that subconsciously makes us want to be part of something bigger than ourselves; something like part of a certain product family. I wouldn’t doubt it that if asked, some Americans today would admit to wanting to be part of a certain group, or family. This feeling of need seems to be used by corporations attempting to create a bond between consumer and product. Scholes seems to support this idea when he states that, “[T]he process through which video texts confirm viewers in their ideological positions and reassure them as to their membership in a collective cultural body” (Par. 2). Most people tend to be emotional, caring beings for the most part and crave a certain bond that can’t be replaced by a product. That doesn’t quite mean that ad agencies will stop their use of this tactic in bringing in new fans.
As funny as it seems, it’s not until the very end of the commercial that we find out what exactly is being sold. It seems that Budweiser is to be the winner of this commercial! Despite the fact that it’s just a beer being sold, Budweiser feels the need to attempt to push an entire life style to go along with it.
Personally, I’ll take a Mac and Jacks any day.
Advertising world through the eyes of Scholes
In our society today advertisement is everywhere, even where you least expect to see it. Commercials are designed by talented individuals to wrap you up in the 30 sec world they have created and entice you into buying their latest trend. In the article “On Reading a Video Text” author Robert Scholes brings you through the autopsy of a commercial, picking apart the advertisement to show you what exactly you may of been drawn too. Through reading this article my discovery was that you don’t always know why you may be drawn to in a 30 second life.
Scholes walks you through a Budweiser commercial, showing you piece by piece what you might not have even noticed without his dissection. Scholes discusses how the advertisement world is designing a myth of what you might want from life (sometimes not even knowing that is what you want) showing you how all dreams are possible with just even a Budweiser Beer. Scholes states “Not its power to sell beer, which is easily resisted, especially once you have tasted better beer-but its power to sell America.” Scholes is explaining that to sell the American dream in a commercial, may just be the ticket they need to get you to buy the product (Budweiser) with just even the hope of experiencing what the man in the add experienced….The All American Dream.
Scholes walks you through a Budweiser commercial, showing you piece by piece what you might not have even noticed without his dissection. Scholes discusses how the advertisement world is designing a myth of what you might want from life (sometimes not even knowing that is what you want) showing you how all dreams are possible with just even a Budweiser Beer. Scholes states “Not its power to sell beer, which is easily resisted, especially once you have tasted better beer-but its power to sell America.” Scholes is explaining that to sell the American dream in a commercial, may just be the ticket they need to get you to buy the product (Budweiser) with just even the hope of experiencing what the man in the add experienced….The All American Dream.
you can buy love and happiness
I have heard my whole life that you can not buy things such as love and happiness. According to today's advertising companies, you can. Advertising companies sell everything from beer to happiness. In the article "On Reading a Video Text" by Robert Scholes, the author examines one particular advertisement from the ninteen eighties. In this advertisement there is a black man with dreams to be a umpire in a major baseball league. He overcomes racial and other problems and becomes an umpire. We don't find out until the end of this advertisement that the ad is for Budweiser beer. The advertisers are not just selling beer the7y are selling a lifestyle. They are tellingyou that if you buy and drink Budweiser, you will accomplish the American Dream. You will be succesful and live a happily ever after fairy tale life. The author talks about the relationship between the American dream and beer when he says, "But surely it sells the American way first and then seeks to sellits brand of beer by establishing a metonymic connection between the product and the nation". By getting the audience emotionaly involved with a product, story, or ad you are able to sell them ther product that you want. Which is what Budweiser accomplishes with this ad. The author goes on to talk about how to critizize a video and how to see beyond the product in an advertisement.
On Reading a Video Text
In his article, “On Reading a Video Text” Robert Scholes emphasizes the change which video text have imposed on our everyday life. He claims that “it is important to realize that many Americans are not without culture; they simply have a different culture (Par. 9).” In addition, Scholes also states the importance to have the ability of “critical analysis.” He asserts that “before moving on to the consideration of a more complex textual economy, we would do well to pause and consider the necessity of ideological criticism (Par. 10)”.
By using an 80’s Budweiser commercial as an example, Scholes observes that the advertisement is using several important techniques to connect with consumers. Scholes describes the commercial in detail as it focus on a baseball hero’s life story in a total of twenty-eight seconds. Since the ordinary young man works hard in a minor league from a small town who gets his chance for success, Scholes makes his point on how hard work will pay off in America no matter who you are or where you come from. The young man is acknowledged and accepted by the manager who toasts with a bottle of Budweiser beer in the end. By means of baseball as a popular American sports, the consumer can relate with the emotion especially the chorus in the background singing “You keep America working. This Bud’s for you (Par. 3)”. Basically, in Scholes view is that the marketing professionals are not only making text into films to maximize the pleasure of understanding of the content and product; furthermore, they use the video texts which consumer can relate or are familiar with through their belief and value system that they apply to their lives, in which technique Scholes called “cultural reinforcement.”
A powerful commercial like this one which is not only selling the product, with the deeper “culture reinforcement” approach, it can sell you a certain belief and value. As Scholes says “it surely sells the American way first and then seeks to see its brand of beer by establishing a metonymic connection between the product and the nation (Par. 8).” Scholes is right that critical thinking skills are imperative as we are exposed to much more video text in this day and age. As we are easily influenced by what we see, we need to wisely choose what we eat, drink, use and wear with more awareness and considerations. Our choices impact our images as our images represent our lifestyle, characteristics and a culture.
On Reading A Video Text
In the article written by Robert Scholes called "On Reading A Video Text" I had a harder time getting the message he was trying to send. He refers to a Budwiser commercial from the early 8o's involving a African American man who had a dream to make it to major league baseball as an umpire. Put together with the right music and just enough to tell a part of his story that as we all watch the commercial we put his story together, most of us making him in to one of "us" that we all cheer for, or relate to with our own hopes and dreams. Watching commercials today and through the years it seems that advertisers were in a way playing with our minds. Selling that warm fuzzy feeling was the ultimate goal of the advertising community, no matter what the product was. In his own words Scholes says " the analysis of video text needs to be taught in all our schools" It the advertising community that plays on this. The "stupider" they think people are more they can sell the warm fuzzy feelings. As time goes on we are getting smarter and realizing these games, if we are going to be taught about video text this would level the playing field and then what would the advertisers have then.
Sunday, May 22, 2011
"Reading a video text"
Robert Scholes’ essay “On Reading a Video Text” mainly explains how advertisers reel in consumers using “visual fascination” offering us “a kind of power through the enhancement of our vision” (Pg 1 Par 1). In Scholes’ view he talks about different forms of visual fascination which includes cultural reinforcement, “The process through which video texts confirm viewers in their ideological positions and reassure them as to their membership in a collective cultural body” (Pg 1 Par 2). In making this comment Schole urges us to notice that cultural reinforcement is an important element when it comes to commercials, and that it means when a commercial is played back usually it’s something u agree with, excepted or known to be true already its reinforcing and reminding you what you might of forgotten. He also then tells us how it progresses to commercials that are only 30 seconds long (myth narrative with cultural knowledge). A young black man trying to make it as an umpire coming from a small town finally one day he gets the call and is tested to see if he can make the call under pressure, his passing of the test and exceptance is shown in a later scene where the manager who gave the umpire a hard time is toasting him with a bottle of Budweiser with a background singing “You keep America working. This buds for you” (Pg 2). Schole himself writes, “We are given enough information to construct an entire life story. Provided we have the cultural knowledge upon which this construction depends” (Pg 1 Par 3). Scholes’ point is that advertisers count on that we the viewers understand and have the common sense to know there was a happy ending and by selling us this “American dream” that hard work pays off and we are rewarded they are selling us the product as well. (we will be rewarded..with beer?)
On Reading a Video Text
Robert Scholes’ essay, “On Reading a Video Text” is focused around ideas on media advertisements and the different techniques that professionals use to sell these products. Scholes supports his claims about ads and their techniques by giving a classic example of an 80’s budwiser commercial. The commercial is focused around a man that umpires baseball. The man gets a call to umpire in the minors and in his first game makes a controversial call, which doesn’t impress one of the coaches. At the end of the day while sitting in a bar, a budwiser is brought over to the umpire from the coach in forgiveness. The commercial ends and all comes together with the classic slogan, “You keep America working, this bud’s for you.” Scholes claims that from a few brief scenes we construct a fairy tale life about this umpire. In his article he writes, “We draw upon a storehouse of cultural information that extends from fairy tales and other basic narrative structures to knowledge about the game and business of baseball” (Pg 1). What Scholes is saying here is that when viewing a commercial we automatically pull together a story of a guy jumping through the ranks of umpiring and constructing our own version of the American dream for this individual. By the assumed display of hard work and determination, Americans buy into the umpire’s story and by buying into his story they buy into the product as well. This is the “fairy tale [and] basic narrative structure” that Scholes is talking about. This is one of many techniques that Scholes bring into light about the techniques advertisement and marketing professionals use to real us in on an emotional level to sell their product. Scholes goes on to state, “it is necessary to recover from the surrender to this text, and it is also necessary to have the tools of ideological criticism” (Pg 4). Scholes suggests that it’s imperative to look past the fairy tales that are cleverly depicted in commercials and use ideological criticism to analyze them. Ideological criticism is analyzing how beliefs actually work, instead of accepting and going with the flow of others. Scholes believes that it is crutial for us to own this skill because it keeps us from constantly boarding the advertisement train with everyone else. It keeps up grounded with our own beliefs on what society means and what is important, without being sold and told that through video text. Scholes gives many great examples of how videos texts pull us in and subliminally insert stories and dreams so we accept their product. Using certain techniques the author is convinced that we have the power to look through these skills and see the products for what they truly are.
Friday, May 20, 2011
Ideological Criticism
In his article, “On Reading a Video Text”(par 9 & 10), Rober Scholes states the importance of ideological criticism. Basically, he implies the commercials, advertisement or the senses on television are valuable if we can use our belief and value system and apply to our lives. With this technique the commercial has successfully put baseball and beer into the image of the American Dream. Scholes claims that “it is important to realize that many Americans are not without culture; they simply have a different culture.” What Scholes is saying is that we still have culture; just a different kind since television and media plays a major role in our American lifestyle.
On Reading a Video Text
In the first two paragraphs Robert Scholes is saying the use of different visual fascinations through video text they pull from the viewers personal experience and apply to the product advertised. techniques such as slow motion, close-ups and music illicit an emotional experience unique to the viewer. The visual camera techniques "add yeast" which rises "our bread". Video text is American entertainment filling the space of boredom.
Group 5
Our group had to analyze paragraph eight and nine. It went into depth and described the Budweiser commercial involving the umpire. It told the story of a black umpire’s dream wanting to make it to the major league level. A perfect example of how we analyze a text differently from how we analyze a video is everyone in our group didn’t get the same message from the text describing the Budweiser video as we did when we actually watched the video. And that ties back into the idea that we don’t’ analyze a text the same way we analyze something we watch on television.
Emotional Blackmail
Key words/phrases-
"Talent will finally prevail"- hard work finnaly pays off despite racial pressures, ties into the American Dream
"The narrative reduces its story to the absolute bare essentials"- you can put yourself into the story so that you can relate to the story (your own American dream)
key quote-
"We root for the umpire because we want the system to work-not just baseball but the whole thing: America"- We are rooting for the American dream. The idea that there are more oppurtunities and a better lifestyle. We are no longer being sold a product, we are being sold a lifestyle and an emotional connection to the man and his American dream.
what is he saying/main message idea-
What he is mostly getting at is that you have to make the video relateable so that you get an emotional attachment to the idea and product so that you go out and buy that product.
Why are the ideas valuable?-
The idea of a emotional connection to a product is valuable because that is how advertisers get you to buy a product
Section: paragraphs 5-7
"Talent will finally prevail"- hard work finnaly pays off despite racial pressures, ties into the American Dream
"The narrative reduces its story to the absolute bare essentials"- you can put yourself into the story so that you can relate to the story (your own American dream)
key quote-
"We root for the umpire because we want the system to work-not just baseball but the whole thing: America"- We are rooting for the American dream. The idea that there are more oppurtunities and a better lifestyle. We are no longer being sold a product, we are being sold a lifestyle and an emotional connection to the man and his American dream.
what is he saying/main message idea-
What he is mostly getting at is that you have to make the video relateable so that you get an emotional attachment to the idea and product so that you go out and buy that product.
Why are the ideas valuable?-
The idea of a emotional connection to a product is valuable because that is how advertisers get you to buy a product
Section: paragraphs 5-7
Budweiser pastime..
In the paragraph assigned to us, Scholes describes the Budweiser commercial in detail as he sees it from beginning to end. relating a well known story of a small time blue collar guy making it in the big times and succeeding, even when faced with pressure of high ranking officials and being rewarded for it by those same officials ending in a happily ever after feel to it.
By making the commercial story like and comforting it reinforces the "American dream attitude" and solidifies the relationships in our cultural communities. Making everyone feel good when talent overrides racial or social barriers. Using baseball, the advertisers tapped in to our cultural idealisms using one of Americas favorite past times.
By making the commercial story like and comforting it reinforces the "American dream attitude" and solidifies the relationships in our cultural communities. Making everyone feel good when talent overrides racial or social barriers. Using baseball, the advertisers tapped in to our cultural idealisms using one of Americas favorite past times.
Wednesday, May 18, 2011
Coast to coast Sunkis
This commerical brings in summertime, it brings in strong emotions for hot places and activities in the sun and fun. It does this by using warm colors, surf boards, attractive people, epic sunset, everyone is in a good mood having loads of fun, they use the feeling of freedom, they all have no worries. The song uses powerful symbles "The kings and queens". The quote "Head for the sun" uses the idea of the name of the soda "Sunkis".
The American kids that watch this commerical and want to be on the beach and having a blast this commerical will influence them into buying Sunkis. The effects of this advertisement would be if you drink Sunkis it will make you feel goodlooking while drinking it on the beach.
http://www.youtube.com/watch?v=GapUi4O0l5o
Tommy , Hannah, Adam, Alex
The American kids that watch this commerical and want to be on the beach and having a blast this commerical will influence them into buying Sunkis. The effects of this advertisement would be if you drink Sunkis it will make you feel goodlooking while drinking it on the beach.
http://www.youtube.com/watch?v=GapUi4O0l5o
Tommy , Hannah, Adam, Alex
Schick
B. We believe that this commercial definitely breaks through the clutter. In a hilarious way it seems to stick in your mind. Even if you don’t understand in the beginning you definitely understand it for the second time. We also noticed that the use of narrow casting was present, in that it seems to focus on a certain age group and a certain gender. They use objects around the focused person to imply the specific use of the product. It’s selling a certain image that women should uphold, so that throughout the day the idea of this product might keep popping up in your mind. Because it’s driven into your subconscious to be that way.
C. It puts into the minds of consumers the need for cleanliness. It also shows the lack of mindfulness for cultural diversity. It’s limiting, not reaching an international standard, it seems to be very judgmental. It sells a certain lifestyle not leaving room for decision making. It just pushes the “western way”. One negative effect of this commercial could be the undermining of a woman’s self-confidence. This could possibly lead to shyness in certain situations; a woman might not be as personable or open in varying situations, leading to loneliness.
Target Dorm Life.
A. http://www.youtube.com/watch?v=eOUl6pzQBtI
Target implies that a happy, clean and organized feeling can stem from using their products. In addition to that, Target also demonstrates,through the use of contrasting colors, that Target has everything the consumer needs. They plant a seed that when it comes time to furnish a dorm, Target has everything the consumer could need as well as the style the consumer wants. Target makes the transition easier and more exciting by displaying that college students can live a luxurious life style such has having an espresso maker and a plasma screen TV etc with ease.
Target implies that a happy, clean and organized feeling can stem from using their products. In addition to that, Target also demonstrates,through the use of contrasting colors, that Target has everything the consumer needs. They plant a seed that when it comes time to furnish a dorm, Target has everything the consumer could need as well as the style the consumer wants. Target makes the transition easier and more exciting by displaying that college students can live a luxurious life style such has having an espresso maker and a plasma screen TV etc with ease.
Ipad commercial
Youtube link Ipad commercial: http://www.youtube.com/watch?v=btfbIVGES1I
In this commercial, Apple is selling a lifestyle and emotion with their Ipad commercial. Their description of the Ipad is that it is thousands of things. The commercial is made to make us think that with the Ipad we can be all those things. Flashing words such as: delicious, current, learning, playful, literary, artful, friendly, productive, scientific, magical, makes up an emotion that apple wants us to directly refer to as the Ipad. It influeinces us by showing us what you can have if you have the Ipad. Add in the catchy music that takes days to leave our heads and you have an unforgettable commercial that successfully sells their product.
In this commercial, Apple is selling a lifestyle and emotion with their Ipad commercial. Their description of the Ipad is that it is thousands of things. The commercial is made to make us think that with the Ipad we can be all those things. Flashing words such as: delicious, current, learning, playful, literary, artful, friendly, productive, scientific, magical, makes up an emotion that apple wants us to directly refer to as the Ipad. It influeinces us by showing us what you can have if you have the Ipad. Add in the catchy music that takes days to leave our heads and you have an unforgettable commercial that successfully sells their product.
Old spice Sex and Relationships
Durring this old spice commercial it is clear that they are trying to sell desire. Appealng to both men and women: using a male actor that starts of shirtless in a bathroom only wearing a towel, bragging about how good he smells and how wouldnt you ladies like your men to smell like him. Quickly he is dropped onto a large yatch with a sweater draped over his still naked chest, meanwhile hes informing you that he has tickets to you favorite thing (he smells good) the ticked have become dimonds (he smells good) then he is dropped onto the beach set upon a while horse (he still smells good) and dont you want your men to be able to do these things for you? (and smell good while doing them?)
By bring to life this fantesy of a "knight in shining armor" (who smells good) they are appealing to both sexes that your desires are attainable through purchasing their product, and how you as a man or your mate as a man is not good enough to gain these things unless he smells good like old spice. By adding the ridiculous humor and outladish acomplishments they add a sense of light heartedness that brings about the wanting to watch and enjoy this and their future ads. instead of changing the channel when the commercials come on you will notice that it is old spice and wonder what they are going to do next. http://www.youtube.com/watch?v=owGykVbfgUE
By bring to life this fantesy of a "knight in shining armor" (who smells good) they are appealing to both sexes that your desires are attainable through purchasing their product, and how you as a man or your mate as a man is not good enough to gain these things unless he smells good like old spice. By adding the ridiculous humor and outladish acomplishments they add a sense of light heartedness that brings about the wanting to watch and enjoy this and their future ads. instead of changing the channel when the commercials come on you will notice that it is old spice and wonder what they are going to do next. http://www.youtube.com/watch?v=owGykVbfgUE
The Persuaders.
Today in American society, advertisements have become a huge part of our culture. Everywhere you go and anywhere you look, there is an ad for some sort of product. Advertisers are constantly looking for new ways to draw consumers in and make them want to buy their brand. But there are so many different brands for the same type of product, so how do they attract the attention of the buyers? What makes you feel the need to buy a certain brand of a product?
Advertising companies try to better their product from other companies by targeting the type of person it attracts and fulfilling their wants or needs. They are not only trying to convey information, but connect emotionally with their buyers.
In the video The Persuaders by Douglas Rushcoff, Rachel Dretzin, and Barak Goodman, advertisers talk about something they call “Emotional Branding”. When a company is advertising, they are trying to portray “not what the product did, but what the product meant”. People want to belong to something and feel connected, so the advertisers have to make their product form an emotional and even “spiritual” bond with their consumer. Relating the brand with someone’s own experience draws them in past the level of just liking the product.
Advertising companies try to better their product from other companies by targeting the type of person it attracts and fulfilling their wants or needs. They are not only trying to convey information, but connect emotionally with their buyers.
In the video The Persuaders by Douglas Rushcoff, Rachel Dretzin, and Barak Goodman, advertisers talk about something they call “Emotional Branding”. When a company is advertising, they are trying to portray “not what the product did, but what the product meant”. People want to belong to something and feel connected, so the advertisers have to make their product form an emotional and even “spiritual” bond with their consumer. Relating the brand with someone’s own experience draws them in past the level of just liking the product.
The Persuaders
In the film, “the Persuaders”, written and directed by Barak Goodman, Rachel Dretzin and Douglas Rushkoff are analyzing the excessive ways of advertising transform to a source of “clutter” in our lives. It’s clear that every advertisement is selling a product or an idea and the ultimate goal is having the consumers or supporters to buy whatever it is they are selling. In the process of promoting a merchant or an idea, marketing tactics are to flood people with constant reminders through commercials, ad boards, internet ads and many other places wherever people can be reached. As most televisions can record and fast forward the programs now, people tend to skip as many advertisements as they can. While the marketing is not able to reach general populations through the regular commercial, the result is that they start to put the merchandises into the movies and shows people watch. There is always a way to reach people; however, too many repetitive reminders causes annoy and numbness in people. It’s like a husband always has to be yelled at by his wife, eventually, the husband cannot register anything the wife says anymore because of the constant nagging becomes a blurring buzz sound to him.
For the most part, I have to agree with the CEO of Saatchi & Saatchi Worldwide, Kevin Roberts says “the consumer is now in total control”. For instance, I can listen to that scaly reptile commercial thousand times but still I would not make a purchase decision just because it continuously showing up on my television screen. It really has to depend on what I, as a consumer, need and what kind of prices entice me. Especially just to make a change for something I already have such as insurance or a appliances, it’s usually too much trouble to go though if you want to make a adjustment or change. As Douglas Rushkoff says in the end of the documentary, "once the market becomes the lens through which we choose to see the world, then there’s no “us" and “them” anymore. We are all persuaders.” It is undeniable how powerful and effective the advertisements could be; however, we, the consumers, should be the controllers and should have the ability to decide what we want to believe in.
The Persuaders
In watching The Persuaders, a video from Frountline, it is explained to us how advertising is really taking over everything. Not just what we are choosing to watch, tv shows or movies, but really changing the way we think. It is explained how they put together an advertisement campaign, from start to finish. Which was really interesting. It went to explain that advertising now as to back in the past has had to change there game up alot. It has gone from a simple play on words, or as Kevin Roberts gave an example of this play on words. " What were the brands? They were based on what I call the "er" words:whiter brighter, tastier, cleaner, stronger." Well not much has changed from this, it is still a play on words but not it has gotten deeper. It is about molding our culture with what is referred to as a pseudo- spiritual marketing. I was sorta lost on this concept till Naomi Klein explained this a bit further. "Nike said that they were the meaning of sports, more then that they where about the transcendence through sports, Starbucks said that they were about the idea of community, a place that is, a third place that is not home, not work.Benetton was of course selling multi- culteralism, racial diversity." All this stuff coming from the right words at the right time to the right people.
Advertising has always had to stay one step ahead, after all they are the ones that create what the newest fad is, what the next big thing is, and shaping our culture, well what culture we do have. A product of there own making. Makes part of me think just how much is going to far. I mean they work with the right wording that gets to our feelings that drives us to get what ever they are selling and so far it has always worked. But really how much of this programming, or so it seems is ok. Id like to think of my self as an individual person, with thoughts and feelings and preferences that I have chosen, but is it really what I have chosen or is it what I have been programed to believe. Something about this scares me, and I think somehow I need a wake up call. Am I really that programmable?
I mean really who needs leaders, they seem to get us to believe what they are selling us right. Sad to find out there are actually people in government that not only run there whole campaign on info they bought from companies, but also to get there issues to pass while in office. With a few clicks of buttons they can sort out who cares about what, in what class, from where. Seem all to easy to be a game of some sort instead of doing what is best for the people.
I think Douglas Rushkoff said it right, " Have advertisers go to far?"
Advertising has always had to stay one step ahead, after all they are the ones that create what the newest fad is, what the next big thing is, and shaping our culture, well what culture we do have. A product of there own making. Makes part of me think just how much is going to far. I mean they work with the right wording that gets to our feelings that drives us to get what ever they are selling and so far it has always worked. But really how much of this programming, or so it seems is ok. Id like to think of my self as an individual person, with thoughts and feelings and preferences that I have chosen, but is it really what I have chosen or is it what I have been programed to believe. Something about this scares me, and I think somehow I need a wake up call. Am I really that programmable?
I mean really who needs leaders, they seem to get us to believe what they are selling us right. Sad to find out there are actually people in government that not only run there whole campaign on info they bought from companies, but also to get there issues to pass while in office. With a few clicks of buttons they can sort out who cares about what, in what class, from where. Seem all to easy to be a game of some sort instead of doing what is best for the people.
I think Douglas Rushkoff said it right, " Have advertisers go to far?"
The Persuaders (Subliminal Messaging)
In the documentary "The Persuaders" directors Douglas Rush, Rachel Dretzin and John Maggio jump into the world of advertising agencies, what they are doing, and how they are doing it.
Advertising agencies today are incredible at what they do. They can take almost anything a consumer needs and weave it into a cult like experience. People feel that they not only need the product, but that they want it as well. The price for figuring out how to "cultify" a product has been an incredible amount of advertising white noise. In big cities there is no space anymore. No walls of nothingness just noise on walls. I say it's noise because no one really pay's attention to it. We know it's there but it doesn't really affect us so we ignore it.
So because of that noise advertising agencies learned how to make the average person completely devoted to a product. I like to think of the people who get completely devoted to a product as one of those ants that breaks away from the group and just starts circling. Other ants start to follow and then you just have a giant ant circle. It's the same thing that happens when someone raises a product to a deity like status.
But how are they doing that when advertising has become just noise? Two ways actually. The first way is that advertising agencies have integrated their adds into the entertainment industry. Movies and television programs are now chalk full of adds that you can notice if you take the few seconds to look past the cool affects and plot. Prime example of this is Transformers 1&2. EVERYTHING in that movie is an add. Car adds, travel adds, beverage adds, phone adds, digital media adds, adds adds adds. Movie was still great but lots of adds.
The second way they've done it which I feel is subtler then filling up entertainment with adds is key words. Scientists have figured out that each word we learn has an imprint of how we felt when we learned the word. At least I think thats what they were saying, let's assume it is. So they polled people with these words and got a baseline for the average persons emotion surrounding that word. Then taking all the words that say; made someone feel safe, they through them into a car add. Reliable, tough, long-lasting etc. etc. etc.
So that's what add agencies are doing today. Brain bending the minds of the people to get themselves some money. They are doing it quite well to. Subliminal messaging for the win.
Cluttered America
Most of us think of commercials as a simple way of promoting a product. Throw an ad together, place in the product, air it on TV. Sounds simple enough, right? So it would seem, until viewers are given a more in depth look through the documentary titled The Persuaders by the group called Frontline.
In the beginning of this video a viewer would see that most of the commentators agree with the idea that America has become far too "cluttered". One speaker makes the claim that people are so washed over by advertisements that they stop being aware of them. The cause of this would be that advertisers would have to try even harder to create even more advertisements; attempts to break through the clutter would just cause more clutter.
The newest problem with commercials, it would seem, is that to keep up in the ever changing market, advertisements must adapt. The cause of this seems to be that they are becoming more intangible, more emotional and even more ambiguous. The problem is stretching so far that some consumers are having a difficult time even understanding what product goes to which commercial.
It would appear that advertisements have everything to do with how certain products, people, and their beliefs reach the consumer. In a technique called "narrowcasting" areas are broken into certain demographic profiles. Profiles based on income, race, and products bought, among other things, help advertisers decide which product to push to which group of people. Being heard is the most important thing in advertising. The need to break through the clutter of advertising people are hit with each day is the highest goal.
What might be interesting to one group might not directly appeal to another. Thanks to narrowcasting advertisers have the ability to be aware of these differences. Using strategic word placement is one way to sell to certain people. In his interview Frank Luntz from The Luntz Research Companies explains that linguistics is the key to reaching people through advertisements. Luntz explains that consumers must be reached on an emotional level; carefully chosen words being the best method. An example of this is when he argues the use of "estate tax" by politicians. The use of this phrase apparently caused an uproar, many voters refused to be in support of this tax. Injecting himself into the problem Luntz makes the statement that, "The public wouldn't support it because the word 'estate' sounds wealthy". Luntz then goes on to explain that instead of referring to it as an estate tax, it should rather be referred to as a "death tax". His view is that nobody knows what an estate is, but everyone knows what it is to be taxed at death. It would seem that something far off and intangible was more understandable to people. Luntz drives home his point of the power of linguistics by saying this of the new death tax phrase, "[S]uddenly, something that isn't viable achieves the support of 75 percent of the American people". It just goes to show the power that words have over certain people.
Another example of this might be how people feel about certain products thanks to certain advertising skills. Some consumers might have an almost spiritual like relationship with their products. They have a devotion and more than likely swear by their products, telling anyone in earshot about how great they are. One specialist called Douglas Atkin had an experience like that one day. Atkin describes overhearing a conversation in which, "[T]he terms they were using were evangelical". What were they discussing? Footwear. Atkin goes on to claim that it sounded almost cult like, the adoration these people had for a pair of shoes. So what does Atkin do? He chooses to study cults and the devotion of people who fall into them in the hopes of using this knowledge to better reach certain consumers.
It would appear after watching this video that it's true how Douglas Rushkoff puts it, "It doesn't matter what you want to tell the public, it's about what they want to hear".
In the beginning of this video a viewer would see that most of the commentators agree with the idea that America has become far too "cluttered". One speaker makes the claim that people are so washed over by advertisements that they stop being aware of them. The cause of this would be that advertisers would have to try even harder to create even more advertisements; attempts to break through the clutter would just cause more clutter.
The newest problem with commercials, it would seem, is that to keep up in the ever changing market, advertisements must adapt. The cause of this seems to be that they are becoming more intangible, more emotional and even more ambiguous. The problem is stretching so far that some consumers are having a difficult time even understanding what product goes to which commercial.
It would appear that advertisements have everything to do with how certain products, people, and their beliefs reach the consumer. In a technique called "narrowcasting" areas are broken into certain demographic profiles. Profiles based on income, race, and products bought, among other things, help advertisers decide which product to push to which group of people. Being heard is the most important thing in advertising. The need to break through the clutter of advertising people are hit with each day is the highest goal.
What might be interesting to one group might not directly appeal to another. Thanks to narrowcasting advertisers have the ability to be aware of these differences. Using strategic word placement is one way to sell to certain people. In his interview Frank Luntz from The Luntz Research Companies explains that linguistics is the key to reaching people through advertisements. Luntz explains that consumers must be reached on an emotional level; carefully chosen words being the best method. An example of this is when he argues the use of "estate tax" by politicians. The use of this phrase apparently caused an uproar, many voters refused to be in support of this tax. Injecting himself into the problem Luntz makes the statement that, "The public wouldn't support it because the word 'estate' sounds wealthy". Luntz then goes on to explain that instead of referring to it as an estate tax, it should rather be referred to as a "death tax". His view is that nobody knows what an estate is, but everyone knows what it is to be taxed at death. It would seem that something far off and intangible was more understandable to people. Luntz drives home his point of the power of linguistics by saying this of the new death tax phrase, "[S]uddenly, something that isn't viable achieves the support of 75 percent of the American people". It just goes to show the power that words have over certain people.
Another example of this might be how people feel about certain products thanks to certain advertising skills. Some consumers might have an almost spiritual like relationship with their products. They have a devotion and more than likely swear by their products, telling anyone in earshot about how great they are. One specialist called Douglas Atkin had an experience like that one day. Atkin describes overhearing a conversation in which, "[T]he terms they were using were evangelical". What were they discussing? Footwear. Atkin goes on to claim that it sounded almost cult like, the adoration these people had for a pair of shoes. So what does Atkin do? He chooses to study cults and the devotion of people who fall into them in the hopes of using this knowledge to better reach certain consumers.
It would appear after watching this video that it's true how Douglas Rushkoff puts it, "It doesn't matter what you want to tell the public, it's about what they want to hear".
white bread, clutter, and the persuaders
Stop reading for a moment and take a look around you. What do you see? Chances are you are seeig hundreds of advertisements without even processing the fat that what you are saying are ads. There is the screensaver on the computer next to you inviting you to go to Campus Fellowship, the logo on your energy drink can, and the Western University sweatshirt the person next to you is wearing. They are all ads. In PBS's documetary, the Persuaders, we are forced to look at how the world is being iengulfed in advertisements. The documetary focuses on the fact that there is a lot of advertisemet clutter. One of the advertisers in the documetary poits out that, "consumers have ever bee more resistant to clutter". To break through that clutter, more ads are made but none of them seem to break through, so all of this clutter is for nothing. The other big part of this documetary is that advertisers share how they get consumers to want their product. They talk about having to get people to have a emotioal conection with the product and be loyal to the brand. We are shown marketig research and actual studies where advertisers talk to consumers. This documentary showed the perspective of the advertiser and their goal to break through the clutter and make an ad that really sticks out.
Do you feel lonely while eating white bread? In the documetary we are taken to a scene where a consumer is talkig to a surveyer in a bland looking room. The surveyer asks the ma how he feels while eatig white bread. I found this scene to be very humurous, though it's not supposed to be. The surveyer was tryig to figure out how the ma felt emotionally while eating this bread. If they can find that out, then the advertisers will know which words and concepts to use to get people to want the white bread.
I never thought abot all of the work that goes into an ad and I never thought about how I feel with a certai product or my emotional ties to somethig. This documentary was very eye opening.
Do you feel lonely while eating white bread? In the documetary we are taken to a scene where a consumer is talkig to a surveyer in a bland looking room. The surveyer asks the ma how he feels while eatig white bread. I found this scene to be very humurous, though it's not supposed to be. The surveyer was tryig to figure out how the ma felt emotionally while eating this bread. If they can find that out, then the advertisers will know which words and concepts to use to get people to want the white bread.
I never thought abot all of the work that goes into an ad and I never thought about how I feel with a certai product or my emotional ties to somethig. This documentary was very eye opening.
Advertisement Today
Advertisements today target you, and not just you but who you are! They hire physiologists, professionals to tell them your inner thoughts and desires that you yourself may not even realize. Companies are looking for what exactly makes you tick, what is it that will get you to not just buy their product but completely fall in love like you would in a relationship. The video “The Persuaders” shows the inner plan of companies and the advertisement agencies they hire.
With advertisements latterly on every corner of every street, we are living a world made of marketing. Even in your daily TV. Programs advertisements are there, maybe even in the soda the actress is drinking. In the program they explain how in the movie “I Am Sam” has the main character working in a Starbucks, and then has their coffee being advertised throughout the whole movie. This idea was also displayed in the movie “Castaway” where Fed Ex was also a main component, while even having the actual main CEO of the company play himself in the movie. These are things in advertisement I never really looked at this way, just thought well that’s cool that they bring real things I do into the show.
With advertisements latterly on every corner of every street, we are living a world made of marketing. Even in your daily TV. Programs advertisements are there, maybe even in the soda the actress is drinking. In the program they explain how in the movie “I Am Sam” has the main character working in a Starbucks, and then has their coffee being advertised throughout the whole movie. This idea was also displayed in the movie “Castaway” where Fed Ex was also a main component, while even having the actual main CEO of the company play himself in the movie. These are things in advertisement I never really looked at this way, just thought well that’s cool that they bring real things I do into the show.
The Persuaders
Advertisers today turn on any product into a product of devotion. They manipulate to figure out a way to make their merchandise special and Indispensable in our life. Having their ads and promotions just anywhere around our existence makes it difficult to ignore them, and that’s exactly what they aim for. In the film, “The Persuaders” created by Douglas Rushcoff, Rachel Dretzin, and Barak Goodman the way the advertising industry operates and manages is shown. It briefly gives evidence of how it’s affecting our lives and the world around us. Advertisers have become prospects for new space, targeting any open space they see. They are not satisfied with having commercials or radio ads, and even through media entertainment; but surrounding us with them at every viewpoint. A great example the video contributes is when it shows that even a subway tunnel becomes an important target for promotion. They visualize the moment they stop to persuade us we will forget about their manufactured article. Many with the pressure against them created by their competition, is a plus for trying to catch our attention no matter the circumstances. This is clearly reflected when in the documentary a question such as “do you feel afraid when you’re eating white bread” is done to a consumer. Advertisers ask these types of questions in order to have a different perspective of their product and see how they can increase its value and make it more desirable.
Advertising is every instant around us, no matter the circumstances we are the only ones who decide what is useful for us and when we need it.
Tuesday, May 17, 2011
Do You Feel Lonely When You Eat White Bread?
The PBS Documentary “The Persuaders” by Rachel Dretzin, Barak Goodman, and Douglas Rushkoff show the unfortunate truth about the advertising industry from the view point of the advertisers. There are groups of people all over the world sitting in a room, right now, and all they are doing is figuring out how to get your attention. They sit and think about how to smear their logo all over your face. “Do you feel lonely when you eat white bread?” This is an actual question that an advertiser asked a consumer to gain insight on how to solicit them better. If you answer yes or no, how does that help anyone?
In every niche and crevice, there is an ad for something that someone is trying to sell you. In the beginning of the program, I saw the word “Clutter” at least 10 times, yet this is their goal. You are supposed to be saturated with slogans, theme songs, and colorful logos at every viewpoint in your waking day.
They said that half of advertising dollars are wasted, but they don’t know which half. I got an idea, how about you just stop advertising, and let people decide for themselves what they want and when they want it.
The persuaders summary by Dustin
Today different media outlets are being used to directly contact our society on an individual basis to reveal our wants and needs. These complicated techniques of advertising are being studied and perfected by market researchers and advertising agencies. In the video “The Persuaders” (directed by Douglas Rush, Rachel Dretzin and John Maggio) experts are brought into light and asked to come clean on just what it is advertising agencies and marketing experts are studying and the purposes behind it. These professionals aren’t just studying what people want and when they want it, but key words that make people feel safe and comfortable with products. They have also understood that Americans are tired of seeing advertisements and often go out of their way to avoid the every-day commercial on TV. The marketing professionals noticed this trend and came up with a scheme to accurately place products in the right situations in our favorite shows and movies. Another way of connecting with Americans is a system of computers at Acxiom Corp. Acxiom is a company that has a system of computers that collects and stores data about society. Data that groups Americans into seventy different demographic groups, which are then broken down into smaller sub categories. This tool is used to promote the right product to the right people at the right time. It is also used in political races by targeting groups of people that need to hear certain messages to swing their vote in that political parties favor. There are multiple professionals and tactics that are revealed in this documentary that are eye opening and horrifying, but it is the truth that people are paid millions of dollars to find out exactly what Americans want and crave.
Monday, May 9, 2011
Why should we care?
In his essay titled “What would Socrates Say” Peter W. Cookson Jr.’s main argument lies in his belief that the outdated educational system is failing today’s students. He boldly states that adding technology to educational tools would be too little too late. He claims in his article that “technical fixes to our outdated educational system are likely to be inadequate.” A Band-Aid effect that would fail to fully cover and change the current problems facing learners he suggests that instead of merely throwing technology onto education, we must instead blend it with the current teaching methods already in place.
Facing problems today we must offer a united force by including students in a more hands on, effective manner. By supplying the needed tools, such as Skype, student made websites, and teamwork on a global level we can better solve common problems. Cookson claims that by collaborative methods better solutions are offered. Given what happens when a problem is looked at from all sides by the suspension of fanciful ideas and replacing them with logic students and teachers alike can offer more effective problem solving solutions.
Today we are seeing a lowering in the standards put into place by the educational directors. Students are receiving extensions, smaller tests, and easier assignments in class. If working together means higher testing grades, better communication between students, and more knowledge being spread them people should jump at the chance.
Complex Claim In Conversation
The convenience of technology has affected American’s education system negatively because there are too many choices for learning yet too little reinforcement on validating what our students learn. Moreover, the distraction to this generation caused by mishandling the technologies and electronics has become a valid concern. With over dependency on the technologies, students develop alarming habits such as laziness and impatience.
As most of the schools in America moving forward to utilizing internet technologies or electronic devices to help teachers to teach and student to learn, ideally, everyone should be able to effectively do the researches or accessing knowledge freely. In his article” What Would Socrates Say?” Peter W. Cookson Jr. urges us to “overhaul and redesign the current school system.” Cookson has his point that in a perfect world as he is hoping for, learning, discussing and sharing knowledge without boundary is definitely possible. However, Cookson’s assertion that learning together peacefully global-wide does not fit the reality for now. There are so many tribulations to work though before we can realistically get even close to there; such as poverty, war, or racialism. In my view, however, technologies definitely has improve our life style. It brought efficiency and convenience to human race like never before. The film “A Vision of Students Today” made by the Anthropology professor, Michael Wesch, and his students are silent as they express themselves with notes on the paper or on the laptop screens. Many of them admits their ignorance by acknowledging their increasingly usage of the internet technology even when they are in the class. I happen to sympathize with the silent students, though, perhaps because I think the body languages of these young generation implies the increasing frustrations. The students express their wonders and concerns about what they are learning is actually relevant to their life. I also sense the lack of energy, interaction, and enthusiasm among the students in the film.
Despondently, it seems like there are often dreadful consequences come with every superior invention.
As most of the schools in America moving forward to utilizing internet technologies or electronic devices to help teachers to teach and student to learn, ideally, everyone should be able to effectively do the researches or accessing knowledge freely. In his article” What Would Socrates Say?” Peter W. Cookson Jr. urges us to “overhaul and redesign the current school system.” Cookson has his point that in a perfect world as he is hoping for, learning, discussing and sharing knowledge without boundary is definitely possible. However, Cookson’s assertion that learning together peacefully global-wide does not fit the reality for now. There are so many tribulations to work though before we can realistically get even close to there; such as poverty, war, or racialism. In my view, however, technologies definitely has improve our life style. It brought efficiency and convenience to human race like never before. The film “A Vision of Students Today” made by the Anthropology professor, Michael Wesch, and his students are silent as they express themselves with notes on the paper or on the laptop screens. Many of them admits their ignorance by acknowledging their increasingly usage of the internet technology even when they are in the class. I happen to sympathize with the silent students, though, perhaps because I think the body languages of these young generation implies the increasing frustrations. The students express their wonders and concerns about what they are learning is actually relevant to their life. I also sense the lack of energy, interaction, and enthusiasm among the students in the film.
Despondently, it seems like there are often dreadful consequences come with every superior invention.
blog post for monday
The use of electronics is going to have to change if we the students want to pass our classes.
We as students all have electronics that do all sorts of things. We use these electronics hours upon hours for typing papers or messaging someone on Facebook. We students need to change how much we use these electronics or we are going to have a hard time passing our classes. I admit it I spend too much time on my video games and not enough on my homework. That is why I’m struggling in one of my classes I like to have fun and not do work. Students need to take responsibility for our actions. If you can’t see the board move closer or borrow the notes from a fellow classmate. In the essay “What Would Socrates Say” Peter W. Cookson states “Google has given us the world at our fingertips, but speed and ubiquity are not the same as actually knowing something.” In other words people all over the world have information about everything but what they gain from it is something else. That’s where professors come in they help us better understand what is being taught. Without them we students would have a hard time learning something new.
We as students all have electronics that do all sorts of things. We use these electronics hours upon hours for typing papers or messaging someone on Facebook. We students need to change how much we use these electronics or we are going to have a hard time passing our classes. I admit it I spend too much time on my video games and not enough on my homework. That is why I’m struggling in one of my classes I like to have fun and not do work. Students need to take responsibility for our actions. If you can’t see the board move closer or borrow the notes from a fellow classmate. In the essay “What Would Socrates Say” Peter W. Cookson states “Google has given us the world at our fingertips, but speed and ubiquity are not the same as actually knowing something.” In other words people all over the world have information about everything but what they gain from it is something else. That’s where professors come in they help us better understand what is being taught. Without them we students would have a hard time learning something new.
complex claim and evidence
complex claim: Students would benefit from a new education system that inccorporates technology into the curriculum
Reasoning and evidence: The students would be more interested in class so they would go and then they would be able to gain knowledge. In the video "A Vision of Students Today", student'ss shared that they paid more attention to their gadgets than to the teacher. They also read over 2000 webpages and 500 emails a year when they will statistically only read 8 books. Obviously, they care more about the things that they can access electronically. So, if technology was brought into the classroom their would be less drop out rates and more knowledge gained. The author of WWSS says that, " we need to start thinking of learning as occuring in many different places". Learning can occur online if we find a way to successfully coimbine it with the curriculum in the classroom.
Reasoning and evidence: The students would be more interested in class so they would go and then they would be able to gain knowledge. In the video "A Vision of Students Today", student'ss shared that they paid more attention to their gadgets than to the teacher. They also read over 2000 webpages and 500 emails a year when they will statistically only read 8 books. Obviously, they care more about the things that they can access electronically. So, if technology was brought into the classroom their would be less drop out rates and more knowledge gained. The author of WWSS says that, " we need to start thinking of learning as occuring in many different places". Learning can occur online if we find a way to successfully coimbine it with the curriculum in the classroom.
They say for Monday
Many Americans today believe that technology in the schools has become the greatest thing ever for the learning system in the 21st contrary. Student’s today struggle to keep up with the ever changing technology and multimedia. In the video “A Vision of Students Today,” producer Professor Michael Wesch and his students of anthropology at KSU. They introduce the idea of technology, combined with the school system and what it is like for a student today. To be $20,000 in debt by the time they graduate, with only reading 8 books but more then 2300 web pages and 500 pages of emails. However the distraction of technology has helped create this problem. Students in the video admitted to using computers for face book, chatting and other forms of media in the classroom. The students also state that “only complete 49% of class work” and how such a low percentage of what learned is relevant to life.
In the article “What would Socrates Say?” by Peter W. Cookson he makes some of the same claims as well. “Some advocates believe we can Google, blog, Skype, and Twitter our way to enlightenment. They assume that disorganized, radically democratized data lead to useful information and thus to real knowledge through some process of collective, randomized constant connectivity.” Cookson is saying that some believe that we learn best through this new wave of data and multimedia entertainment, but most evidence that he provides says otherwise. He advocates for a radical revision of the education system. Stating that “A child born today could live into the 22nd century. It’s difficult to imagine all that could transpire between now and then. One thing does seem apparent: Technical fixes to our outdated educational system are likely to be inadequate. We need to adapt to a rapidly changing world.” This is not to say that Cookson believes that there should be no technology, just updated with the students.
From both of these articles I believe that it shows that it’s not technology that needs to be disappearing, just the outdated way of learning with it. When students obviously need the technology for learning, we then need to find the new approach to learning hand in hand with it.
In the article “What would Socrates Say?” by Peter W. Cookson he makes some of the same claims as well. “Some advocates believe we can Google, blog, Skype, and Twitter our way to enlightenment. They assume that disorganized, radically democratized data lead to useful information and thus to real knowledge through some process of collective, randomized constant connectivity.” Cookson is saying that some believe that we learn best through this new wave of data and multimedia entertainment, but most evidence that he provides says otherwise. He advocates for a radical revision of the education system. Stating that “A child born today could live into the 22nd century. It’s difficult to imagine all that could transpire between now and then. One thing does seem apparent: Technical fixes to our outdated educational system are likely to be inadequate. We need to adapt to a rapidly changing world.” This is not to say that Cookson believes that there should be no technology, just updated with the students.
From both of these articles I believe that it shows that it’s not technology that needs to be disappearing, just the outdated way of learning with it. When students obviously need the technology for learning, we then need to find the new approach to learning hand in hand with it.
Setting up the conversation
Peter W. Cookson Jr. in his article, “What Would Socrates Say?” states “what we must cultivate in the 21st century is the willingness to abandon supernatural explanations for naturally occurring events. Floods, famines, and human misfortune have often been attributed to angry gods, fate, and fantastic cosmologies that externalize our locus focus of control, making us perpetual victims who must please the gods of fate to survive”.
Cookson is implying in order to overcome our own ignorance we have to problem solve and use logic theories. Wishful thinking will not lead us to solve anything unless we reflect, observe, and visualize the data we have and think logically. By not following these theories, we will fall in a ditch were we will make belief of anything. Not making use of the methods science offers us will not allow us to correct this.
Cookson also points out, “a moment’s reflection tells us that all knowledge is social. None of us are educational islands unto ourselves. There is a great deal of talk about teamwork today; the real basis of teamwork is the willingness to think collectively to solve common problems.”
In other words, teamwork intelligence solves problems. It takes knowledge collaborated by groups to over achieve our difficulties.
These two quotes relate because they both indicate what procedures to take when it comes to problem solving. I understand Cookson throughout these two quotes is explaining when we face a problem, or something “unreal” occurs to us, we cannot sit down and depend on something “supernatural” to happen or depend on our “wishful thinking” to solve our troubles. We have to make use of our knowledge and come together as a group to figure and solve these issues. With the many troubles our generation faces today; things will only work better and change when we all learn that we all need to think together and work as a team.
Friday, May 6, 2011
They Say I Cay Chapter 7
Chapter Seven of "They Say, I Say" introduces the importance of the "who cares?" and "so what?" aspects of your writing. For "who cares?" you want to write so the audience knows who the artical is important to. An example of how to properly use this technique would be in saying, "Students today study more online then out of books." "So what?" is giving a reason why your writing is important to your reader. An example would be the difference between saying, "This medication is effective for depression." and saying, "This medication is effective for depression which is extremely common in Americans today." "Who cares?" and "so what?" must be used under the right circumstances. You don't want to use these tools too often when speaking to an audience who already knows about what your writing about.
Friday Blog
If you try to incorporate everything that comes at you, you will lose your mind and wallet at the same time.
In Peter W. Cookson Jr.’s essay “What Would Socrates Say” he states “Every day we are exposed to huge amounts of information, disinformation, and just plain nonsense. The ability to distinguish fact from factoid, reality from fiction, and truth from lies is not a ‘nice to have’ but a ‘must have’ in a world flooded with so much propaganda and spin.”
Everything in this world is coming at your face at 400 mph. You have to learn how to duck and cover and also take in only the important facts. If you try to incorporate everything that comes at you, you will lose your mind and wallet at the same time.
There seems to be the same thoughts in the short video “A Vision of Students Today” by Michael Wesch, where information put out says “26% of course readings are relevant to life.”
In Peter W. Cookson Jr.’s essay “What Would Socrates Say” he states “Every day we are exposed to huge amounts of information, disinformation, and just plain nonsense. The ability to distinguish fact from factoid, reality from fiction, and truth from lies is not a ‘nice to have’ but a ‘must have’ in a world flooded with so much propaganda and spin.”
Everything in this world is coming at your face at 400 mph. You have to learn how to duck and cover and also take in only the important facts. If you try to incorporate everything that comes at you, you will lose your mind and wallet at the same time.
There seems to be the same thoughts in the short video “A Vision of Students Today” by Michael Wesch, where information put out says “26% of course readings are relevant to life.”
By looking at both of these examples, the fact of right or wrong doesn’t even matter anymore, only what can hold your attention the longest to fill up that one little section in your brain just long enough to buy their product or pass their tests.
-Adam D.