1) What did you think of the ad itself? Did the woman have a symbolic meaning?
2) Did the sections "The Rhetorical History of the Macintosh" and "The Rhetorical Context of the 1984 Ad" help you better understand Stein's essay? If so, in what ways? Or was it a section that confused you?
Summary: Stein introduces "the 1984 Macintosh Ad" by beginning with the time and place it appeared, which was the Superbowl. The ad had a different way of advertising, and it wasn't clear to what the director, Ridley Scott was trying to do. This is where Stein comes in and fill in the gaps that people are still unsure of. Stein talks about the '1984' ad relating it to many of the resources that she had use in her essay.
Why?
>>Stein probably wrote this essay because she says, "Although the 1984 ad has been the subject of ongoing popular media attention, it has not been subjected to extensive critical examination" (280). It seems that she wanted to look deeper into something that caught people's view in confusion. She probably wants to clarify specific use(s) in the ad. Stein also states, "this essay contributes to an understanding of the integral role ads play in contributing to and drawing on ideological and cultural discourse" (280), here she's talking what her essay will be based on. Overall, I think Stein just wanted to inform people about this ad, and why it was done the way that it appeared on Superbowl, 1984. This also leads me to wanting to know what she does, so I searched up her name. The essay about her states her interests, "Dr. Stein's scholarly emphasis is in Critical Media Studies, with
interests in visual communication, gender, and new technologies, with
particular attention to the rhetorical constructions used by technology
advertising and social commentary, and to contemporary popular attitudes
toward abundance and rhetorics of immortality." The last part of this phrase made me thought about this essay, "The '1984' Macintosh Ad: Cinematic Icons and Constitutive Rhetoric in the Launch of a New Machine."
Thursday, April 4, 2013
Assignment 11
Questions about audience:
What does the composer assume the audience knows or believes?
>>Stein is probably assuming that the audience believes the idea of the ad has not been examined well, to grasp the audience to what it was trying to advertise. She wants to make it an understanding of the ad for the audience.
Questions about purpose:
Is the purpose clearly stated or easy to determine? If not, why might the composer have decided not to make the purpose obvious?
>>The purpose of Stein's essay is easily determined. On page 280 Stein brings in her view, "Although the '1984' ad has been the subject of ongoing popular media attention, it has not been subjected to extensive critical examination. Its standing as a rhetorical text of enduring power and status warrants a closer look at its internal dynamics as well as its cultural impact, and criticism provides the means by which this may be accomplished. In examining this text for its complex interweaving of ideologies and cinematic icons that elevated the cold rationally of a machine into the realm of fantasy and the mythic, this essay contributes to an understanding of the integral role as play in contributing to and drawing on ideological and cultural discourse." I chose this entire phrase because it clearly states why and what Stein would do to accomplish in explaining the ad in an understanding way.
Questions about logos:
Why might a composer start with particular examples or evidence? To what will these draw the audience's attention?
>>Stein began specifically explaining where this "1984" ad appear, "Half time at the 1984 Super Bowl featured a sixty-second commercial, one that has take on legendary status as the biggest single splash in the history of advertising" (Stein 279). Since she inserted the word Super Bowl it caught my attention because its something I watch, and she is saying how this 1984 ad was some big change. She states the purpose of the ad, "Its' purpose was to announce the release of the Macintosh, Apple Corporation's new personal computer" (279). Firstly this drew me to have the idea that the ad probably wasn't showing anything about the Macintosh because of what Stein said, 'the purpose was to announce the release...' The word was made me had this idea.
All these writerly choices work together by Stein providing evidence and examples that are use to grasp the audience's attention to what her purpose is. She wants the audience to see that she is working along them, to make sense of the "1984" ad.
What does the composer assume the audience knows or believes?
>>Stein is probably assuming that the audience believes the idea of the ad has not been examined well, to grasp the audience to what it was trying to advertise. She wants to make it an understanding of the ad for the audience.
Questions about purpose:
Is the purpose clearly stated or easy to determine? If not, why might the composer have decided not to make the purpose obvious?
>>The purpose of Stein's essay is easily determined. On page 280 Stein brings in her view, "Although the '1984' ad has been the subject of ongoing popular media attention, it has not been subjected to extensive critical examination. Its standing as a rhetorical text of enduring power and status warrants a closer look at its internal dynamics as well as its cultural impact, and criticism provides the means by which this may be accomplished. In examining this text for its complex interweaving of ideologies and cinematic icons that elevated the cold rationally of a machine into the realm of fantasy and the mythic, this essay contributes to an understanding of the integral role as play in contributing to and drawing on ideological and cultural discourse." I chose this entire phrase because it clearly states why and what Stein would do to accomplish in explaining the ad in an understanding way.
Questions about logos:
Why might a composer start with particular examples or evidence? To what will these draw the audience's attention?
>>Stein began specifically explaining where this "1984" ad appear, "Half time at the 1984 Super Bowl featured a sixty-second commercial, one that has take on legendary status as the biggest single splash in the history of advertising" (Stein 279). Since she inserted the word Super Bowl it caught my attention because its something I watch, and she is saying how this 1984 ad was some big change. She states the purpose of the ad, "Its' purpose was to announce the release of the Macintosh, Apple Corporation's new personal computer" (279). Firstly this drew me to have the idea that the ad probably wasn't showing anything about the Macintosh because of what Stein said, 'the purpose was to announce the release...' The word was made me had this idea.
All these writerly choices work together by Stein providing evidence and examples that are use to grasp the audience's attention to what her purpose is. She wants the audience to see that she is working along them, to make sense of the "1984" ad.
Monday, April 1, 2013
[Group work] Reflection
My group was quiet throughout, until one of us would suggest an idea. I guess its because the article was too long that it easily made us lost interest. Since we all felt that way, it was difficult to come up with one idea and have everyone agree with it. After we were done, we would look at what we had, and ask ourselves questions about our one-pager to see if it made sense. We would discuss about it and ask questions if we had any. My partners' ideas have helped me understand a little bit more about Stein's essay.
Rhetorical History of the Macintosh
In class the group explained their one-pager, so nothing confusing.
---Since Apple was a small company at the time, do you think this helped their "revolution?"
> It seems that the answer is already on the one-pager, "Apple's 1984 ad changed advertisement world forever. It stepped up the level of quality of ads during the Super Bowl." Although, the ad may have been different in its own way, it was popular to the audience(s).
Analysis
Same thing for this group.
---Why did she choose to use so many references when could have gotten to the point?
> Stein's essay did have a lot of references, but I think she did it to back up her analysis and conclusion. Sometimes, some sections seem like the references were repeated too much, but it was probably to get the readers' mind that the "1984" ad did relate with the references she provided. Not only could it be for these reasons, but to show that the director's work have similarities.
>>>These two groups ideas is relating with my groups' idea by covering different topics with the addition of specifically mentioning about Stein's writing.
After reading over the one-pagers, what is Stein's point? Is she saying that this is focused on brainwashing or is it just simply talking about the ad in general? I am seeing these two different views upon the one-pagers.
CP: Stein elaborated on "The 1984 Macintosh Ad" using rhetorical history and context along with her analysis and conclusion to make a better understanding for me.
Rhetorical History of the Macintosh
In class the group explained their one-pager, so nothing confusing.
---Since Apple was a small company at the time, do you think this helped their "revolution?"
> It seems that the answer is already on the one-pager, "Apple's 1984 ad changed advertisement world forever. It stepped up the level of quality of ads during the Super Bowl." Although, the ad may have been different in its own way, it was popular to the audience(s).
Analysis
Same thing for this group.
---Why did she choose to use so many references when could have gotten to the point?
> Stein's essay did have a lot of references, but I think she did it to back up her analysis and conclusion. Sometimes, some sections seem like the references were repeated too much, but it was probably to get the readers' mind that the "1984" ad did relate with the references she provided. Not only could it be for these reasons, but to show that the director's work have similarities.
>>>These two groups ideas is relating with my groups' idea by covering different topics with the addition of specifically mentioning about Stein's writing.
After reading over the one-pagers, what is Stein's point? Is she saying that this is focused on brainwashing or is it just simply talking about the ad in general? I am seeing these two different views upon the one-pagers.
CP: Stein elaborated on "The 1984 Macintosh Ad" using rhetorical history and context along with her analysis and conclusion to make a better understanding for me.
Subscribe to:
Posts (Atom)