Assessment 2

1.                  Identify the nature of proof in Frank's monologue, siting evidence he used in Charlie's defense. 

Using Ethos, Pathos, and Logos, Frank was able to create a logical and persuasive speech that spoke to the character of his client and appealed to the emotions of his audience.

Ethos- presidents who had attended the institution. influential titles, the track record of the school, I have seen soldiers with their legs torn off etc… testimonials and experience help influence Frank’s audience and lend him creditbility.

Pathos- The anger and indignation in his delivery, He has chosen his path etc… these are phrases and techniques he used in his speech that appealed to the listeners.

Logos- someone offered to buy his soul is an example of a fact that gives his argument factual appeal.

2.                  Of the four styles of dramatic or vicarious proof, which did Frank exploit to turn attitudes around about Charlie? How did this style function in terms of reason? 

Franks testimony is what change the attitudes of the crowd. He speaks about his past experiences and relates them to the current situation. His reasoning was well done because he applied it to what he already knew. He also uses narrative to tell the story in a manner that was more effective for his side of the argument. This is the most effective form of persuasion because people can relate to the narrative easily.

3.                  What cultural myths or images were employed to increase the appeal of Frank's argument? How did this influence his attempted shift of opinion?

Frank used the value of challenge to persuade his audience. Applying his personal experiences and challenges to the situation he appeals to the emotion of the listeners. His experience also gives him an air of authority.

4.                  Which of Reich's parables apply or applies to Frank's reasoning? 

The triumphant individual. He is depicting his client as someone who sticks to his guns and is successful and triumphant because of this.

5.                  What was Frank's reasoning in terms of logical appeal? 

Frank uses strong parallel reasoning in his argument. When he talks about the people he has seen wounded he is comparing one experience to another. He also uses generalizations stating that the school is teaching all of the boys to be snitches due to the one situation that is occurring. There is also some reasoning by sign. He is stating that this school once stood for honor and is now standing for ratting on your fellow students.  

6.                  How did Frank's paralinguistics impact his expression and the meaning of his words? Please give specific examples – three will do. 

Frank’s uses various paralinguistic cues to persuade his audience. When he raises the pitch of his voice to emphasize something, or changes his tone to indicate he is annoyed he is utilizing various paralinguistic methods. Here are three examples of paralinguistics:

1.      When Frank is told he is out of order and he raises his voice and says “I will show you out of order”. He raising his voice above that of the judge showing he is the dominant one in charge. This helps give him the aura of authority.

2.      When he says “There is nothing like the sight of an amputated spirit…” His words become more spaced apart speaking slower and quieter. This is a technique that forces the portrayed emotion in what he is saying.

3.      “You are executing his SOUL” Frank yells the word soul emphasizing the importance of the word. Raising his pitch pulls focus to the word. 

Outline

Topic: Getting involved while in college

Specific Purpose: Encourage people to get involved somehow while in school.

Thesis Statement: Student Involvement while in college has the potential to increase academic success, give a student background experience and skills, and make students happier and enjoy their time while in school.


I. Introduction

A. Attention-Getting Step: Personal story about who I was before I got involved in school, and how it has helped me.

B. Tie to Audience: Everyone sitting here today is, or has been, a college student.

C. Credibility Material:

http://www.forbes.com/sites/jeannemeister/2012/08/14/job-hopping-is-the-new-normal-for-millennials-three-ways-to-prevent-a-human-resource-nightmare/

http://muse.jhu.edu/journals/csd/summary/v044/44.6gellin.html

D. Thesis & Preview: (The preview includes your three platforms)

Getting involved is statistically shown give you the skills and experience needed when looking for jobs, to increase a student’s academic success, and overall increase your enjoyment and happiness while attending school.


(Transition into Body of Speech)


II. Body

A. Main Point #1 -- Need


1. Experience needed

a. A huge number of college students don’t know what they want to do for a living. According to Forbes magazine the average millennial worker will have 15-20 jobs over the course of their working lives.

            i. Getting involved helps you identify what you like to do

            ii. Gives you the skills and experience to be able to turn that into a career

            iii. Dillon’s story about non for profit work

b. Some of the most common feedback our career center receives is our students don’t have the ability to apply interview questions to situations. In other words our students don’t have the necessary experience when applying for a job.

i.                    Picture graphic 1 on CEO involvement and Success

ii.                  Being involved in an organization gives you leadership, time management, and overall increases you responsibility

iii.                Strengthens your resume

iv.                Ask doctor young about his previous students success

2. Academic Success

a. Studying is an important part of college. I am not saying you should throw away your textbooks and come to every party on campus. Our valedictorian at graduation I am going to be honest I have never seen her before in my entire life, however getting involved is shown to improve students’ academic success.

i.              More knowledgeable about the campus and its resources

ii.             More comfortable approaching teachers for help

iii.            According to a study done by the journal of college development students who are involved are show 14% higher ability in critical thinking skills.

iv.            Albert Einstein Picture. “Education is not the learning of facts but training the mind to think” –Albert Einstien

3. You are going to be happier

i. Make Friends who share your interests

a. Two sci-fi club members story

b. The Matt club

ii. Ambassador Trip to Japan

a.    Over 1 hundred suicides a year

b.    Do not have very many ways to get involved

iii. Develop Confidence

III. Conclusion

A. Summary:

B. Tie Back to Attention-Getting Step: getting involved changed everything about my life

C. Call for Action: Get involved whether you join a research team, club, volunteer, or get a job on campus Do something! It will improve your experience and skills when looking for a job, potentially help with your academic success, and overall make your time at college more enjoyable making you happier. 

Bibliography

Meister, J. (2014, August 14). Job Hopping Is the 'New Normal' for Millennials: Three Ways to Prevent a Human Resource Nightmare. Retrieved July 11, 2015.

Gellin, A. (2003). The Effect of Undergraduate Student Involvement on Critical Thinking: A Meta-Analysis of the Literature. Journal of College Student Development, 44(6), 746-762. Retrieved July 11, 2015, from http://muse.jhu.edu/journals/csd/summary/v044/44.6gellin.html

Reich's Cultural Parables

Malala Yousafzai is seventeen and a Nobel Peace prize awardee. Her overall message that she shares would most likely fall into fighting to become a benevolent community, as it is focusing on women’s equality and rights to education. However, this interview is about her and her story which would be Reich’s triumphant individual. Having been shot in the head and left for dead Yousafzai survived, and now promotes women’s educational rights all over the world. In the interview she says “… it’s her duty” to speak on behalf of the women in her country. The traumatic event and her suffering, then her recovery and sharing her story have led to her individual success as well as the success of her message.

The premise mainly focused on with Malala’s story is emotion. An underage woman being shot in the head creates a public outcry and increases her ability to persuade others to hear her message. Having lived through a horrific experience and coming out stronger and with a voice to be heard Yousafzai stirs an emotional response in her listeners.  

Test 1

1. A focus on the virtue of being a farmer is the key concept in the commercial. Even the title God Made a Farmer creates the idea that being a farmer sets you apart. The commercial makes claims that certain values are needed to be a farmer including; hard work, long hours, sacrifice, and faith. These values are not a new concept to farm work and for the most part they are very true, and using Paul Harvey’s voice creates imagery which ties the viewer to these virtues. Paul Harvey has a rustic and trusting voice, as wells as the ability to create a connection to the past and “another time”.

2. The central route of the video were the stated reasons God made a farmer. Stating that Farmers needed to be up all day, work hard, and then do it all again the next day. The words are meant to inspire a farmer and resonate with his sense of pride in his work. Then the farmer associates the idea that being a farmer means he is great. The other central route of persuasion were the photos that were used along with the speech. The pictures were vivid and clearly depicted the idealized notion of being a farmer, while subtlety showing that RAM trucks were also a part of the farmer lifestyle.

The peripheral route was the narrator Paul Harvey. Harvey’s voice is a familiar voice which lulls those who listened to radio to like the ad. The tone of his voice is one that people like and enjoy—which is evident from his long career in radio. Many people also know Harvey’s beliefs and attitudes which reflect similar to those stated in the video. This creates another relational aspect of the farmer and increases the likelihood they will be interested in buying the truck.

3. Pathos is the main focus of the commercial. The concept “…so God created the farmer” plays on the farmers ideology of faith, family and virtue. The whole commercial talks about how hard the job of a farmer is. Having to be willing to stay up all night with a newborn colt and then watching it die, wiping his tears and going back to work. This is strong emotional imagery. Saying that Dodge knows their job is tough, they know that a farmer has to be tough and gentle. Then telling them that these special characteristics are created by God. This will all resonate with a farmers on an emotional level.

Logos is used in the commercial through direct statements, the farmer’s direct experiences. The commercial lists the hardships of being a farmer. The time it requires, the strength that is needed to do the job, and the actual physical requirements such as shoeing a horse, or plowing a field. These actual facts make the commercial appeal to the logical side of being a farmer and help persuade the viewer that they need the advertised truck to do the job.

Ethos is clearly expressed by using Paul Harvey to narrate. Harvey is a familiar figure in many homes. His ideals and the familiarity create an aura of authority and encourage listeners to respect him. This convinces listeners to pay attention and believe what they are hearing.

4. The epistemic aspect of the commercial focuses on the way the farmer lives his life. His beliefs and attitudes towards what he does. The commercial clearly focuses on the glorified day to day of being a farmer that makes what he does worth it in his eyes. Focusing on hard work, family and faith in God.

5. This commercial paints a picture. It creates a story for the farmer. The dedicated hardworking, family man who wakes up every day at the crack of dawn and works endlessly until late in the night, he goes to bed, wakes up, and does it all again. The story is persuasive. It goes as far as to tell us the farmer’s son wants to be just like his dad. These persuasive elements which form a story are designed to convince a farmer that this is his story, and to live his story he needs the truck.

6. The benevolent community is the premise of this commercial. God made the farmer to sacrifice and be who he is for the benefit of Gods freshly made world and everything in it. From family to newborn colts, to the planting of food the commercial states the farmer takes care of it all. The first line of the commercial says this. …”I need a caretaker.”

7. The objective is to create an aura that Dodge is associated with farm life, and to sell trucks. The tactics used are: Positive expertise- dodge knows the farmer, knows the life, buy this truck. Liking/ingratiation-- you are a man designed by God, put here to benefit the whole word, buy this truck to help you do it. Moral appeal—you are a strong man dedicated to the success of your farm, family, and faith you don’t want any of these to fail and they won’t if you buy this truck. Positive Esteem of Others—your son and neighbors look up to you and everything you do here, buy this truck and don’t let them down.

8. The farmer’s needs according to Maslow’s Hierarchy of needs are shown in this commercial. The commercial focuses on self-actualization and esteem by saying “God created the farmer” as well as a sense of belonging that he was created and belongs where he is on the farm. His physiological needs are met through his ability to provide for himself. 

The emotional motivation behind the commercial is the appeal to the farmer Pride and happiness in all aspects of his life. From family, to faith, to tending animals and taking care of his crops. There is also a recognition that it can be sad and hard when it talks about animals dying, and the farmer working tirelessly.

Attitudes are addressed both directly. Examples are seen in the farmer’s belief system in family and faith “God created the farmer, the family sits down to pray together. As well as hard work is a way of life, when the commercial talks about the farmer accomplishing his 40 hour work week by Tuesday and then keeps going.

The consistency is addressed through the idea that a farmer needs to be both hard and soft. Saying that it is ok to cry over the death of a colt, or to smile when your son wants to be just like you, but then turning around and going back to work even harder than before. It is telling the viewer that it is ok these things are opposite because both are needed in the lifestyle of being a farmer.

9. Reassurance of worth. Waking up early, going to bed late, the blisters, and broken nails are all worth it because the farmer was tasked by God to take care of the earth. The commercial is telling the farmer he may feel unnoticed or unappreciated but God knows he is important and God knows this because he tasked him as a “Caretaker”.

10. Family is important- The family sitting down to pray and the little boy are shown and resonate. Faith is shown subtlety through the family praying, the cross on the wall, and a few other times when prayer is seen. Dedication is shown through pictures of huge fields being shown, and sunrises indicating early mornings.  

Cultural Imagery and Myths

The Possibility of Success

The cultural myth I will be discussing is Emma Watson's He for She address to the Women's United Nation meeting. The concept of men and women's rights is a major topic all over the word.

  

Emma Watson's speech at the Women's UN has been watched over 11 million times and has been mentioned in over 1.2 billions social media posts. Clearly the ideal has resonated with people all over the world. In her address Watson says "...there is no one country in the world who has achieved gender equality." She continues on to challenge men and boys to join the campaign He for She. She offers them a formal invitation to join and tells them that gender equality is their issue too. The purpose of the campaign-- and the speech-- is to encourage the public to join the crusade for gender equality. 

Watson uses the word "Free" multiple times in her speech to suggest that if people join the campaign they will succeed and be free. Free to express emotions, free to be paid the same amount, free to be themselves. Women's rights and any appeal on their behalf are considered encouraging a minority to look for success, which is the definition of Larsen's Possibility of success myth. Her entire message convinces the listener that without gender equality we will fail, and that by striving for gender equality we can achieve greatness. 

Each of the premises are addressed in her speech, however two of them stand out more than others-- emotion and attitude. Watson uses a strong emotional component to paint a picture. Using personal stories and her own life experiences she captivates the listener and persuades them that gender equality must be achieved. She also uses the premise of attitude. In the beginning of her speech she addresses the issues or the attitude that feminists are men haters and gender equality is only designed to put men down. She shifts the attitude by inviting men to participate in the cause. She offers them a "formal invitation" to change the lives of men and women around the world by joining the gender equality cause. Stating that gender equality will benefit men as well.

Choose Beautiful

The Dove choose beautiful campaign is a marketing effort geared towards encouraging women to accept themselves. The Dove product name has, in many households and with many women across the globe, become synonymous with natural beauty and confidence. Their recent video features two doors Labeled Beautiful and Average. Women have the choice of which door to go through. They are then interviewed about why they chose the door they did. The video can be seen below.

According to B.J Fogg’s behavioral model this commercial encompasses the necessary characteristics to drive Dove’s target audience to not only buy their products but also to endorse their brand.

Motivation

The Unilever Corporation which owns the Dove brand is known for creating household products. Dove is no different. There are two areas that can clearly be identified as motivation. The first is the commercial motivates women to think of themselves as naturally beautiful. The Unilever Corporation is well known for its philanthropic efforts and promoting social justices. The second motivation is to encourage women to purchase their product. The concept that Dove promotes natural beauty and self-confidence subconsciously associates the Dove care products with this redefined idea of beauty. This motivates women to purchase their products.

Ability

The commercial focuses on the idea that women can choose to think they are beautiful. There standpoint is that every woman has this ability.

Triggers

The Call to action by the commercial is the trigger. Even the title is calling women to choose to be beautiful. This creates a spark which is a lower motivation and a high ability. The ability of women to choose to be beautiful triggers the purchase of their dove products due to associations mentioned in the motivation segment.

Process Premises

The process premise used in this campaign is strongly focused on the wants and emotions of women around the world. Currently women’s rights and positive body image are a strong topic in most nations. Dove’s choose beauty campaign hones in on women’s desires to be beautiful and accepted, while encouraging them to be strong and themselves. Acceptance, especially in women, is a need. By encouraging women to accept they are beautiful, Dove has developed a successful persuasive campaign using one of humanity’s most basic needs. There is also an emotional aspect to the commercial. When women choose the average door we as human beings feel for them. The way women describe themselves in the interview pulls the watchers emotions in both directions. They feel compassion for those who think little of themselves, and strength and encouragement towards those who walked through the beautiful door. This also could fit under another premise—attitude. By the end of the commercial the viewer’s attitude is affected. Most viewers are determined to think of themselves as beautiful. They experience an attitude shift. Overall the premises that the commercial used were successful in expressing their message.