DTC 355: Blog #4

We’ve covered a lot of material in the six short weeks of this semester.  Having to sit down and pick out the most important thing I’ve learned this semester is proving to be a little hard.  Theoretically I think the most important thing I’ve learned would have to be the power of rhetorical images.  It’s not that I didn’t understand the power behind visual images, but it’s the first time I had been forced to look beyond the surface of an image and to have to theoretically pick it apart and acknowledge its importance in context.  Charles A. Hill’s article was the perfect precedence to the readings to follow and set the stage for putting the power of rhetoric in our digital world.

The other element in our class that has struck a chord with me is the CRAP principles.  It would be dishonest and unfair for me to say that I am satisfied with the theories we’re learning in class.  Although they are fulfilling and interesting, I am a little disappointed that we haven’t had more opportunities to hone our CRAP skills and put design into practice.  Critically thinking about how digital technology has impacted our world is something this degree heavily focuses on but design is also a part of this degree that I could really use practice at because it would enable to me to put all those wonderful theories into practice.  Ours is a visual and digital culture.  How will I make my mark? 

Part II:  Burbules

The links I am choosing to write about begins with the Corn Refiners Association website.  I have previously done some research about CRA’s petition to have the name of high fructose corn syrup changed to “corn sugar”.  Because the story I read online began with the Corn Refiners Association, I began my research there. In revisiting their site I began looking for links and their association to Burbules tropes.  I perused CRA’s home page http://www.corn.org/ and was immediately drawn to their IMPORTANT LINKS section.  Under this section of their home page, only 4 links were listed:  SweetSurprise.com, Grocery Manufacturers of America (GMA), American Beverage Association (ABA), and American Farm Bureau Federation (AFBF). 

I was drawn to two of the links not previously researched:  Grocery Manufacturers of America and American Beverage Association.  When clicking on GMA’s site there was no real connection I could decipher at first.  But Burbules metonymy came to mind and (I hope) is the connection.   Yes, corn is a food product and it seems natural to have them listed as an “important” link.  (is it similar? Or is it “contiguity, relations in practice.”) (111)  Likewise, GMA’s first “What’s New” news headline was a story about First Lady Michelle Obama’s address to GMA’s science forum advocating her recently launched Let's Move program and GMA’s http://www.makingfoodbetter.com/, both set in place at efforts to combat childhood obesity and promote healthier foods for children.  (are these better examples of metonymy?)

The other link, American Beverage Association (ABA) is a bit trickier.  After much thought, I felt it was part of the sequence and cause/effect trope.  I thought this because “they do not specify or explain such connections, but simply manifest them…”(115)  CRA’s association (sequence) with ABA is simply high fructose corn syrup.  Every carbonated beverage has this ingredient, as do most other beverage manufactured.  ABA’s move to provide lower-calorie, smaller portion and more nutritious drinks in schools across the country are in many ways a direct effect of the impact high fructose corn syrup has made in its links to childhood obesity.   I could go on and on about this subject and its connections to Burbules, but since this blog is twice as long as recommended.  I’m going to stop here.

DTC 355: Blog #3

This is the same ad used in my presentation.  The reason why I like this ad is because of the underlying theme of patriotism that accompanies this ad.  As a viewer, the theme of this advertisement is a perfect example of affect transfer.  Affect transfer is an example of classical conditioning, "wherein an emotional response from an unrelated object or event is transferred to the product being sold, simply by showing an image of the product followed by an image of the emotional object or event and repeating the procedure many times." (37)  In this instance, Tide is showing an image of their product with a red, white and blue and American flag background.  By displaying their product in this way, they are trying to appeal and tap into the consumers emotional attachment to America and their patriotism.  We often see themes like this in advertisements. As if it is a beacon of light to a thwarted ship in rough waters, we unconsciously see the red, white and blue and think, "That's American!  That's what I want."  Okay, maybe that's not exactly what we think but is definitely a recurring theme in political, advertising, and marketing campaigns that aim to appeal to American's patriotism and belief in all things American made.  It is not unusual, as Charles A. Hill points out in his article The Psychology of Rhetorical Images, for professional persuaders to move to appeal to the emotions of their subjects to incite favoritism.  Strong emotions have, and often times, override analytical approaches to situations, events, images, etc.  What is interesting about affect transfer is that like Pavlov's dog, we are easily conditioned to be manipulated, even if it doesn't feel like manipulation.  This is part of the reason why advertising is a successful multi-billion dollar business!  The purpose lies in persuading consumers to buy and by tapping into or appealing to our emotions has proven to both effective and successful.

Works cited:

rles. "The Psychology of Rhetorical Images." Defining Visual Rhetorics. Ed. Charles A. Hill and Marguerite Helmers. London: Lawrence Erlbaum Associates, 2004. 25-40.

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