Love is Metaphysical Gravity

R. Buckminster Fuller said, “Love is metaphysical gravity." 

If gravity grounds us then love in the metaphysical sense would also. With so much going on in the world from Ferguson to ISIS, I wonder where did we lose our bearings and how do we gain them back?  Love is all encompassing, some say God is love. If God is love or if Gods idea of physical (gravity) or metaphysics (love)  is intended to keep us from floating through the ether, why can't all simply apply such a simple concept and plant our feet on solid ground? I don't know the answer to this question.

 As I completed my bachelors I was drawn deeply to the world of rhetoric.  Daniel Coffeens definition of rhetoric is “The art and practice of navigating a world in motion while in motion.” It is negotiating circumstantial propriety–always trying to figure out the best thing for you and the situation while everything is constantly changing. Thinking is never done and the answer is never permanent. 

With nothing truly being static I still feel love is as close as we come to a constant. If love is in motion then I hope it only accelerates. 

Assesment Two

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

In the artifact the scent of a woman I believe frank uses all forms of proof to state his points that Charlie is a good man.  Logos: specifically when Frank points out that Charlie is “not a snitch” and later “would not sell out his future” frank goes on to state point to the intellectual appeal that Charlie is a man of values.  Ethos: “Out of order? Who the hell you talking to?  I’ve been around you know?” frank refers to his military rank to show his experience with good men. Pathos: frank talks a lot about the school and how it is becoming a rat ship, a vessel for seagoing snitches when he says “boys inform on your classmates save your hide, anything more we are going to burn you at the stake.”   

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? 

two of the four styles of dramatic or vicarious proof  Frank exploits to turn the attitudes around is anecdotal evidence and participation and demonstration. Anecdotal evidences are short narratives that make a point in a hurry.  Frank makes many short points about Charlie’s principles. “when the shit hits the fan some guys run and some guys stay, here’s Charlie facing the fire and here’s George hiding in big daddy’s pocket”. Frank uses participation and demonstration to systematically link Charlie’s noble actions to those of other men. The quotes above also are analogical, I think most of Franks points are related to other situations. We know from the film that while frank may not have known Charlie long he has known others like Charlie so he can conclude Charlie is a man who will not be bought.

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? 

The cultural myth presented in the artifact would be the value of the challenge. This cultural myth suggests that a certain kind of wisdom can be gained only through trials and testing.  The myth also suggests that through this test we gain a new source of power, character and knowledge. Frank seems to appeal to this myth through the appeal of charlies character. Frank notes that Charlie is not a snitch and that he will not be sold out.  Frank also says why others may fall as the cradle breaks Charlie will endure and become stronger for it.  

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

It is my opinion that frank uses Reich’s rot at the top parable to explain the lack of morals or ethics exhibited at prep school.  In franks statement “Mr. Sims doesn’t want it, he doesn’t need to be labeled still worthy of being a Baird man, what the hell is that..what is your motto here? Boys inform on your classmates save your hide or we’ll burn you at the stake.”  He then goes on to say “here’s Charlie facing the fire…and what are you doing? You are going to reward George.” 

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

This one was a little harder to put my finger on however I would have to go with Franks use of warrants and more specifically inductive reasoning or to work from a specific evidence to a general reason. About four minutes into the artifact frank gives a specific example when he says that he has come to the crossroads in life, he always knew what was right but never chose because it was too hard. Franks story alludes to the before mentioned principles of integrity, and courage-the stuff leaders should be made of. This inductive reasoning also allows frank make an appeal to the allowance of Charlie to proceed down the right path.

6.      Did Frank's paralinguistics impact his expression and the meaning of his words? Please give specific examples – three will do. The first instance of paralinguistic’s I noticed is when frank says I will show you out of order…his voice raises when he says you are “executing his soul” and second when he says he would take a “flamethrower” to the place. When Frank tells Harry, Jimmy and Trent to f**k off wherever they are he puts emphasizes on fact there are cowards not facing the fire. Frank also slows down his speech and over pronunciates a word for example “Baird Man, what the hell is that?”  

7.      Discuss Frank's approach with his argument in terms of the four process premises, from Needs to Consistency. 

From the beginning Frank does an excellent job of taking us an audience through a needs to consistency process. Starting with reassurance of worth Frank establishes Charlie’s worth testifying that he is no bum.  Frank also portrays Charlie’s sense of power and sense of roots through the implication of Charlie’s ingrained humble principles that keep him from being a snitch. Charlie is an outsider he is not like the others who come from money, Frank shows that this is a good thing and that this sense of roots are part of Charlie’s makeup. I would assert from the list of Maslow’s hierarchy or needs that Charlie would feel a sense of safety with Frank there, and Frank clearly exhibits his desire to protect and defend Charlie.   This feeling of Safety and belonging would lead Charlie to feel a sense of esteem and belonging. Charlie now knows even if he doesn’t necessarily belong with the Baird men that not a bad thing. He’s better than that. When looking the process of emotion I would say that each was a factor, Frank does an excellent job in instilling fear, and guilt into the Baird men’s eyes, stating that if they do not become better their cradle will fall.  It’s hard to pick up on the subtle changes in Franks voice anger/joy, you can hear anger as he raises his voice or curses. You can hear a sense of joy when he talks about Charlie. Franks also is very clear in the third premise of attitudes, opinions and beliefs, there are many times when he challenges the school, calling them a rat ship, or gives analogies of what represents a good man.  It’s hard not to sense the passion for what frank speaks about, every word is in a way animated, and punctuated.  Cognitively frank leads us along logically to really think about the matter represented, he challenges us to look inside and question if standing up and snitching is truly a integral choice.  Emotionally he influences us through his intonation of speech through his stories of way.  Behaviorally he asks us to act and let Charlie walk down the right road. He tells that behaviorally he wasn’t a man who chose the right choice because it was too damn hard, however Charlie is that man.  Behaviorally he exposes George’s cowardice as he hides behind his daddy pockets.  Lastly the fourth premise of consistency is used both way through Franks illustration of cognitive dissonance, painting the picture that the Baird school (loss of group prestige) “has strayed away from its principles the school has claimed to instill” creating discomfort of such an accusation would make them want to rectify the situation.  He also causes a point of dissonance between George and the board pointing out that he is not standing up to principles but hiding. Frank demonstrates consonance in his attempt to demonstrate predictability showing that Charlie “has chosen the path, the right path,..a path of principles” in this argument Frank claims that if the board will let him continue down his path he will continue to demonstrate integrity.   

So God Made a Farmer: Assessment One

What makes this video so persuasive?

1. Identify what you feel are the ethics of the presentation. What does the narrator lend to its ethics?  

In the artifact God made a farmer the ethics appeal to a moral value.  The speech coupled with the video show the farmer as more than just a normal man but one committed to God and nature 

     2. Identify central and peripheral route attempts of the film. 

The central route would ascetically appeal the nostalgic pictures of an old church, of an old farm house; there are many instances of family in the film which appeal strongly to moral value.

The peripheral speaks to the hard work that any man would have to do, the artifacts implies strong ideas of the American dream, working hard and bailing together strong family ties. The speech also pulls from the strong Christian foundation that our country was built on and mans desire to better himself, his family and his country. Also, peripherally one could take pride in the fact we are given the opportunity to be like Adam and Eve, caretakers of the land and animals.

   3. Define the proofs - pathos, logos, and ethos - that function in the narrative.

As Paul Harvey begins his speech with “on the eighth day God” he is establishing ethos or credibility through mans ties to a higher power.  Pathos is also present in this term because of the emotional relationship and even gratitude one may have for God to have created him and in the farmers case given him such a honored position of looking after his creatures. Pathos would like stated above speak to our idea of being placed as another Adam and Eve to look after God’s creatures. The part especially about the farmer stopping to bind a sparrow’s leg illustrates this.  Logically Harvey takes us through all the aspects of a farmer, the routine of milking cows then going to a school board meeting; here he clearly backs up his claim of a farmer’s importance.

   4. Discuss the epistemic perspective of the proofs you've identified and how these function to reach the communicative effects of the film. 

The epistemic value of the artifact is highly important here; in both Harvey’s speech as well as the video we see a continual build of an argument about the importance of consistency, hard work, and family. As Paul begins on the eighth day God needed someone to look after his planned paradise so God made a farmer. He goes on to talk about all the qualities He needs to look after His earth and then states that a farmer fulfills each of them. The very fact that Paul Harvey reiterates “so God made a farmer” points to his desire to takes us down a path of logic as to the farmer’s importance 

    5. Discuss the narrative perspective of the proofs you've identified and how these function to reach the communicative effects of the film. 

The narrative nature of this artifact is what makes it so strong.  Paul Harvey is extremely talented in the crafting of his speech which instills pride in the position of being a farmer.  The film also frame by frame captures pictorially the depth of the words spoken.  I would argue the narrative is probably what moved dodge to make such a commercial.

    6. Identify one of Reich's cultural parables in the social and cultural context of the commercial. 

I would say that Riech’s parables of the mob at the gates and the triumphant individual resonate in this artifact.  In America we do see ourselves as the beacon of light of virtue in a world of darkness and I believe Harvey is also depicting the farmer as the beacon of light who holds the foundational fundamental of our economy on his shoulder each day.  It is the farmer’s high standards of upholding morality that allows him to become such a defender of truth.  The farmer is also a triumphant individual who works every day relying only on his sweat blood and tears to further his work.

   7. Discuss how any of Marwell & Schmitt's Taxonomy of 16 Influences relate to the commercial's objectives. What are the objectives?

In looking at Marxwell and Schmitts taxonomy of 16 attributes, obviously the moral appeal is prominent; the film does an excellent job at creating moral ground and then using pathos, and logos, to form a desire to connect with such moral standing. What ties the speech and the argument dodge is making beautifully is the caption at the end “there is a farmer in each of us.”  This caption purposefully leads one to reflect on the desire to align oneself with the ideals of a good, honest, hard working individual.

   8. Apply how the motivational process premises (remember, there are four) create the appeals presented in the commercial.

In pulling from the first process premise I would say that many are pulled to create an emotional appeal to the audience.  In each of us we desire for emotional security, reassurance of worth, sense of roots (Packard’s compelling needs), self-actualization, esteem, and belonging (Maslow’s hierarchy), This Artifact touches on each of them as each of them can tie together to a moral appeal within oneself. The second process premise attaches to our desire to have joy, and pride in ourselves and our work. The third premises which touches on attitudes, beliefs, opinions hits each as the American ideology hits strongly on independence, and the desire for aspiration. The fourth premise relies more on sources of consonance, a farmer has a sense of security due to his consistency, a sense of reward from working the land and having strong family ties. The farmer also demonstrates a level of predictability, this could also be used in dodges benefit from a logos perspective; if you want a level of predictability you just need to follow this formula in whatever field you are in, one of those variables being having the right tools, and one of those right tools would be a dodge truck.

  9. From a "Needs" premise, which of Packer's compelling needs best relates?

From an emotional standpoint there appears to be a bit of affective forecasting otherwise known as intuition or the prediction of emotion. I do not know of many that believe that the life of farmer is one of work for the weak, so admiration and respect naturally are given to one who is a farmer. There could be a bit of cognitive dissonance, maybe someone is dissatisfied with their given circumstances and so they reconcile to be different, the strong hard work of farmer may spark a desire to change and become better.  Also for those who are more in line with the ideals of farmer identification would be present which would re-solidify ones efforts to continue down the path now plowed. 

   10. From an "Attitudes" premise, what values are extorted visually to resonate within the attitudes, beliefs or opinions of the audience?  

In the artifact the attitude extorted visually would have be dodges attempt to play on our desire for family, aspiration, and independence.  One can see vivid illustrations of each through the pictures of strong stoic men, of father and son, mother and son, daughter, etc.  The pictures of field being plowed in exactness shows a farmers ability to execute exactness, consistency and predictability. 

Theoretical Premise Outline

Introduce subject

• Elaborate Likelihood Model
• Central 
• Peripheral 
• Briefly cover our cultures obsession with celebrity
• Share models from article: Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to Youth. 
• Hovland Model
• McGuire Model

References:

CACIOPPO, J. T., and R. E. PETTY. "The Need for Cognition." Journal of Personality and Social Psychology 42, 1 (1982): 116-31.

-----, and -----. "The Elaboration Likelihood Model: The Role of Affect and Affect-Laden Information Processing in Persuasion." In Cognitive and Affective Response to Advertising, P. Cafferata and A. M. Tybout, eds. Lexington, MA: Lexington Books, 1989.

Te'eni-Harari, T., Lampert, S. I., & Lehman-Wilzig, S. (2007). Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to

Youth. Journal Of Advertising Research, 47(3), 326-340.

TV Commercial - Pizza Hut Dinner Box - Featuring Blake Shelton

https://www.youtube.com/watch?v=GWrQThOuBwA

Yeung-Jo, K., & June-Hee, N. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal Of Sports Marketing & Sponsorship, 8(4), 310-320.

Theoretical Premise Presentation

Theoretical Premise Presentation

Dual Process

Pizza Hut commercial featuring Blake Shelton

For my theoretical presentation I choose a new Pizza hut commercial fronted by Blake Shelton.  The reason this artifact struck me as appealing at first was in the way Shelton makes fun of trusting celebrities’ as spokesmen.  As I looked further into the Dual process theories I found irony that Shelton’s statement may actually be more persuasive than I before thought. Using Elaboration likelihood method I looked into how the message was presented to us centrally as well as peripherally.  According to the article (2007) Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to Youth the researchers explain that:

“The ELM the elaboration process of advertising data among adults can take two separate routes depending on the level of involvement. On the higher-involvement level, adults elaborated data through a central route, being persuaded by means of a strong message that appeared in the advertisement. On the other hand, on a lower-involvement level adults elaborated the data through a peripheral route, being persuaded by the attractiveness of the advertisement character (Cacioppo and Petty, 1989; Petty and Cacioppo, 1981; Petty, Cacioppo, and Schumann, 1983; Te'eni-Harari, T., Lampert, S. I., & Lehman-Wilzig, S. 2007)”.

In the ELM the central route captivates us through the value presented. Here is a pizza with five breadsticks and ten cinna-sticks worth $17 dollars just under $9. Blake Shelton tells us this deal is so good we won’t believe it.  Logically this deal makes perfect sense.  The central route also speaks through Shelton’s scoff at celebrity endorsement. When Shelton laughs and say “you can believe me because I am a celebrity” He pokes fun at how easy it is to believe something because someone with credibility says so.  What is ironic about the whole thing is that by Shelton laughing he admits to the ridiculousness of being so gullible and in a way dares you to defy him. This is the triple dog dare, the prove me wrong, show how arrogant I am by the statement and find out for yourself that this deal isn't great.

On the other hand one could skip through all the analytics and just enjoy the commercial for the peripheral cue it is. In order to gain further incite on the impact of celebrity endorsement I found a article called (2007) Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence that points towards proven models of success among celebrity spokesmen:

“The source attractiveness model asserts that the effectiveness of a message depends on the similarity, familiarity and liking of an endorser (McGuire model), and the source credibility model asserts that the effectiveness of a message depends on the level of expertise and trustworthiness of an endorser (Hovland model). These models suggest that any celebrities who are credible and/or attractive contribute to persuasive communication”. 

Anyone who knows Blake Shelton from the TV series the Voice knows that Shelton has exquisite taste and judgment.  Therefore If Blake Shelton deems the Pizza Hut box worthy for the American people then it must be so.

References:

CACIOPPO, J. T., and R. E. PETTY. "The Need for Cognition." Journal of Personality and Social Psychology 42, 1 (1982): 116-31.

-----, and -----. "The Elaboration Likelihood Model: The Role of Affect and Affect-Laden Information Processing in Persuasion." In Cognitive and Affective Response to Advertising, P. Cafferata and A. M. Tybout, eds. Lexington, MA: Lexington Books, 1989.

Te'eni-Harari, T., Lampert, S. I., & Lehman-Wilzig, S. (2007). Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to

Youth. Journal Of Advertising Research, 47(3), 326-340.

TV Commercial - Pizza Hut Dinner Box - Featuring Blake Shelton 

https://www.youtube.com/watch?v=GWrQThOuBwA

Yeung-Jo, K., & June-Hee, N. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal Of Sports Marketing & Sponsorship, 8(4), 310-320.