Name: Zales Diamonds
Advertisement: Lost
1. The promise of the benefit being offered by this headline is that if you, the consumer, are lost and confused, that Zales: The Diamond Store will have all your answers. Even if you don't know the difference between a carat and a carrot, Zales is all you need to know.
2. The illustration artfully guides the reader's eyes from the bold text of "Lost." to the Zales logo by an intricate and beautiful path of sparkling diamond rings. The text is the central focus of this ad, but the jewelry dramatically enhances the visual appeal, and sort of follows in the whimsical fashion in which the text was written. The rings stand as proof for what the ad claims about how Zales selects their diamond, even including the price range in the fine print assuming that some readers will want to buy one of the pieces from the ad.
3. The headline of this ad reads "Lost," assuming that the audience is lacking direction on their jewelry purchase. The body copy strives to affirm to the audience that the Zales representatives are trustworthy, professional and truly the masters in their field.
4. This ad provokes readers to take their all their jewelry questions to the Zales "experts" because they are the masters of diamonds. Even the simplicity of their subtitle "The Diamond Store" leaves no room for confusion on what Zales specializes in; it's not "a" diamond store but it is "the" diamond store.
Monday, October 27, 2014
Monday, October 20, 2014
Christians in the Field of Persuastion
As ambassadors for Christ, it is absolutely essential for
Christians to dive into the field of persuasion and advertising.
In an industry that entices the world with promises of beauty, status, peace, clarity, and ultimately fullness of joy, followers of Christ can view this work environment not merely as a showcase for their own creativity but also as their mission field.
However, this is no simple task by any means because of the pull between financial success and the way we ought to live and communicate truth as defined by the Bible.
Christians in the advertising world reach a moral dilemma when their companies and the nature of the industry expect near-idolatrous devotion and promotion to a product or cause that the Christian knows will not make any consumer truly happy forever. That cup of coffee, those shoes, that vacation, or whatever it may be produces a satisfaction that is temporary at best!
In an industry that entices the world with promises of beauty, status, peace, clarity, and ultimately fullness of joy, followers of Christ can view this work environment not merely as a showcase for their own creativity but also as their mission field.
However, this is no simple task by any means because of the pull between financial success and the way we ought to live and communicate truth as defined by the Bible.
Christians in the advertising world reach a moral dilemma when their companies and the nature of the industry expect near-idolatrous devotion and promotion to a product or cause that the Christian knows will not make any consumer truly happy forever. That cup of coffee, those shoes, that vacation, or whatever it may be produces a satisfaction that is temporary at best!
However, Christians in advertising can use their persuasive
powers for good. In a skillful and still highly persuasive way, the creative
Christian can capture their audiences attention by emphasizing the goodness and
enjoyment of their product in a wholesome setting (which drives consumers to
praise God), rather than taking the easy cop-out for grabbing attention by
emphasizing a product’s sensuality.
First Timothy 4:3-5 says that, "[Some] forbid marriage and advocate abstaining from foods which God has created to be gratefully shared in by those who believe and know the truth. For everything created by God is good, and nothing is to be rejected if it is received with gratitude; for it is sanctified by means of the word of God and prayer."
Not only can Christians enter the field and thrive because of the Holy Spirit inside them (Who can provide them with vision as to how to success in business and simultaneously glorify God), but Christians can also use visual rhetoric to promote non-profits that seek to help others and glorify God as well. Advertisers can use their abilities to promote self-sacrificing nonprofits, and even link them up with larger, more lucrative corporations and donors.
Rather than enticing consumers with unrealistic claims and misleading prices, the Christian persuader can be convicted by truth to use their abilities to send out messages for the genuine good of their audiences.
First Timothy 4:3-5 says that, "[Some] forbid marriage and advocate abstaining from foods which God has created to be gratefully shared in by those who believe and know the truth. For everything created by God is good, and nothing is to be rejected if it is received with gratitude; for it is sanctified by means of the word of God and prayer."
Not only can Christians enter the field and thrive because of the Holy Spirit inside them (Who can provide them with vision as to how to success in business and simultaneously glorify God), but Christians can also use visual rhetoric to promote non-profits that seek to help others and glorify God as well. Advertisers can use their abilities to promote self-sacrificing nonprofits, and even link them up with larger, more lucrative corporations and donors.
Rather than enticing consumers with unrealistic claims and misleading prices, the Christian persuader can be convicted by truth to use their abilities to send out messages for the genuine good of their audiences.
Wednesday, October 15, 2014
Response to The Persuaders
Response to The Persuaders
The Persuaders, a FRONTLINE documentary about the philosophy of advertising, sought to highlight the heights and depths that advertisers will venture in order to facilitate a “brand experience” for a sleepless consumer market.
The amount of time, research, rhetoric, psychology, ingenuity, and immense funding that is pumped into the advertising business is astounding. In this documentary, I was particularly struck by:
• The constant pull by advertisers for our emotions in order to foster brand loyalty
• The work of Clotaire Rapaille
• & The intrusive collection of information by Acxiom
First, the advertising industry is endless and all-encompassing; there are ads in nearly every corner of our 24-hour-day.
I was intrigued when the documentary discussed the impacts of “emotional branding,” and how a positive brand experience can breed a literal “cult-like devotion.” Market researchers picked up on this in such a way that they actually study cults and apply those emotional principles to the way that they construct their advertisements.
Second, Clotaire Rapaille, a phenomenally successful market research guru, was perhaps the most interesting part of this video to me. Formerly a child psychologist, Rapaille applies his Freudian background to marketing and teaches that consumers are driven by unconscious impulses and associations.
Rapaille calls this his “code” on luxury, and he teaches seminars where he helps clients to unlock their own past and to apply the principles of object-emotion association to reach consumers. I loved the three stages of his creative sessions and the way that he coaxed the participants into a new way of thinking.
Thirdly, the video mentioned Acxiom, a massive data base that not only tracks most details of a person’s life and spending habits, but also projects where they will be in the future based on their current lifestyle. This data base and others track internet searches, vacation spots, hobbies, demographics, and goes on to sell this information to other advertising companies so that they can advertise exactly what we like exactly where we are.
The Persuaders mentioned how commercials tell us that we come first, immediately appealing to our self-centered human nature. Ads tell us they want us to live better, longer and happier, and to splurge on ourselves because we’re worth it. This technique of elevated flattery extends beyond advertising into most other spheres of life, from politics to relationships. I liked how the documentary concluded with the true statement that “we are all persuaders.”
(398 words)
Wednesday, October 1, 2014
CNA #5 - Pop Culture
CNA #5
1. ‘Exodus’ star Christian Bale on playing Moses: ‘You can’t out-Heston Charlton Heston’
Christian Bale will play Moses in the newest Biblical film, "Exodus: Gods and Kings," set to come out in December this year. Producer Jenno Topping emphasizes the complexity of the production, complete with epic battles and aerial panoramas of ancient cities, all in 3D CGI. Bale studied Moses from sources spreading from Jonathan Kirsh (a Jewish author) to the Koran.
2. Carrie Underwood dishes about 'weird' pregnancy and 'uplifting' new song
Earlier this month, Carrie Underwood tweeted her pregnancy announcement and continued to express her excitement when she appeared on the TODAY Show Friday. Underwood will also perform Saturday at a Global Citizen Festival in New York put on by the Global Poverty Project, which aimes to end extreme poverty by 2030. Underwood also mentioned her new, uplifting song, "Something in the Water," which will be released Monday.
3. Hollywood’s attack on men: Will the industry change its gender stereotyping following UN summit?
Ivy League graduate and a U.N. Goodwill Ambassador, actress Emma Watson called out Hollywood for portraying men as "lazy, clueless, emasculated idiots" in a speech at the United Nations last week. Watson advocates for men's and women's equality with the HeForShe initiative, which recognizes that men suffer from stereotypes as well. Current new movies, commercials, and TV shows more frequently portray men as "dingdongs" and Watson says that, “women have to wake up and start switching on that ‘equality’ we supposedly score so high at.”
Tuesday, September 30, 2014
Exercise 7.4 - Fun Things to do in (or near) Lynchburg this Fall:
Fun Things to do in (or near) Lynchburg this Fall:
Pumpkin patch
If you are eager to experience the beauty of autumn in
Virginia this year, Silver Creek and Seamans’ Orchards boast a plethora of activities including apple picking, an
apple butter festival and a pumpkin patch. Located near Lovingston, Virginia, these
orchards are just about a 45 minute drive from the campus of Liberty
University, making it a wonderful weekend activity for students and faculty. If
you are interested in getting a variety of apples (Jonathan, Red Delicious,
Golden Delicious, Virginia Gold, Mutsu, Jonagold, September Wonder & Empire) and ciders, as
well as a sweet fall experience, go check it out!
Bland County Festival of Leaves
If you find yourself on the I-77 either Saturday, October 11 or Sunday, Oct. 12, get off at the Bland exit and come on down to the Bland County Fairgrounds Festival of Leaves. This fall festival boats savory fresh food, games, crafts, exhibits, duck rides, hayrides, horseshoes, a Confederate living history display, and fun for people of all ages. The festival also has a lineup of music entertainment and promises to be a weekend of fun and relaxation.
Mountain Meadow Corn Maze
Mountain Meadow Farm and Craft Market is hosting the Corn Acoustics Corn Maze, a musically themed four acre corn maze promising fun and adventure for all ages. The maze is located in the Meadows of Dan, Virginia, and is open weekends through September and October, from 10 a.m. to 5 p.m., weather permitting. This year, the new design of the maze features “a fun farm scene with a barn and silo, a friendly cow and a happy pig jumping over a smaller pig,” and a new theme for the kid’s activities called “Get Unplugged, Get Outdoors.”
Bethel Mennonite Fall Festival
Bethel Mennonite Church of Gladys, Virginia, is hosting a fall festival from 7 a.m. to 5 p.m. on Oct. 25. This cozy festival will offer delicious food for breakfast and lunch: homemade donuts and sausage biscuits, free coffee and hot chocolate, along with famous grilled chicken and hamburgers, hot dogs, french fries and ice cream. The festival will also have fun activities for you and your friends to enjoy such as a benefit auction, a yard sale, and a bake sale, so bring a few extra bucks to spend on some fresh fall essentials.50 of the Best Paleo Pumpkin Recipes
Looking for a guilt-free way to enjoy fall's favorite flavor this season? Whether or not you actually try out the Paleo diet, it has never hurt anybody to try out some new pumpkin desserts. In this list of the 50 best paleo pumpkin recipes, you'll find recipes from granola to ice cream to waffles to soup to custard. You name it, and it probably tastes better and more autumn-esque with a dose of pumpkin. Check this out!(last entry, with a list)
4 Great Fall Date Ideas:
1. Football : Bond over a local game of college football. Don't forget to explain the plays to her!2. State Fair : A fair will most likely be chocked full of activities like bobbing for apples, hayrides, live music, games for prizes, and cheap food.
3. Apple Picking : 'Tis the season for apple picking! If you are lucky, your local orchard might even offer delicacies like apple butter and cider.
4. Foliage Drive and Picnic : Hop in the car and admire the awesome fleeting beauty of the leaves falling all around you. Pack a picnic and blanket and enjoy a romantic afternoon outdoors.
Wednesday, September 17, 2014
Exercise 6.3
Chicken Truck Causes Pile-Up
Monday at 6 p.m. the casual pedestrians on McFarland Boulevard received a “fowl” card when out of nowhere a semi-truck carrying 300 chickens made an illegal left turn, causing an accident that left 25 people injured and 11 cars piled-up.
Among the animal casualties, at least 30 chickens are dead and as many as 40 are at large, with many others trapped inside the vehicle until fireman could arrive.
The chickens were property of Alabama Poultry, Inc. - who has stressed that all chickens found should be returned - and were en route to one of the company’s new farms near Gadsden. Alabama Poultry, Inc. owns about 2,000 chickens and supply eggs to IGA stores all across the south. In total, the dead and missing chickens are worth over 700 dollars – each chicken is insured for roughly 10 bucks – not to mention profit lost in the number of eggs that were smashed along the way.
So why did the chickens cross the road? Chicken truck driver, Jeff Johnson, 45, was among the injured and was transported to DCH with bruises and a possible broken ankle; he commented that he lost control of the vehicle and was not expecting such a dramatic end to his Monday night.
A retired local kindergarten teacher, Sarah Bernell, 63, was out for a drive with her nephew when she was caught up in the accident, and she was taken to the hospital with injuries also. Clarence DiMotta, the hospital spokesperson, reports that both Johnson and Bernell are in good condition.
Sergeant John Jones reported it was the biggest pile-up he’d ever seen, and that by far “the worst part was the screams of the chickens." As he surveyed the accident in the heat of the afternoon, he could not help himself from proposing fried eggs for dinner.
Summary: A semi-truck carrying 300 chickens made an illegal left turn causing an accident Monday evening on McFarland Boulevard, causing a 12-car pile up and injuring 25 people, along with killing at least 30 chickens.
Writing Tips for News Stories:
*Use short paragraphs (3 sentences at very most, typically 1-2 sentences)
*Remember rules for direct quotes - they must be their own paragraph, at the beginning of the paragraph... "quote," person said.
*Write in complete sentences!
*Proper Age
*Comma Usage
Monday at 6 p.m. the casual pedestrians on McFarland Boulevard received a “fowl” card when out of nowhere a semi-truck carrying 300 chickens made an illegal left turn, causing an accident that left 25 people injured and 11 cars piled-up.
Among the animal casualties, at least 30 chickens are dead and as many as 40 are at large, with many others trapped inside the vehicle until fireman could arrive.
The chickens were property of Alabama Poultry, Inc. - who has stressed that all chickens found should be returned - and were en route to one of the company’s new farms near Gadsden. Alabama Poultry, Inc. owns about 2,000 chickens and supply eggs to IGA stores all across the south. In total, the dead and missing chickens are worth over 700 dollars – each chicken is insured for roughly 10 bucks – not to mention profit lost in the number of eggs that were smashed along the way.
So why did the chickens cross the road? Chicken truck driver, Jeff Johnson, 45, was among the injured and was transported to DCH with bruises and a possible broken ankle; he commented that he lost control of the vehicle and was not expecting such a dramatic end to his Monday night.
A retired local kindergarten teacher, Sarah Bernell, 63, was out for a drive with her nephew when she was caught up in the accident, and she was taken to the hospital with injuries also. Clarence DiMotta, the hospital spokesperson, reports that both Johnson and Bernell are in good condition.
Sergeant John Jones reported it was the biggest pile-up he’d ever seen, and that by far “the worst part was the screams of the chickens." As he surveyed the accident in the heat of the afternoon, he could not help himself from proposing fried eggs for dinner.
Summary: A semi-truck carrying 300 chickens made an illegal left turn causing an accident Monday evening on McFarland Boulevard, causing a 12-car pile up and injuring 25 people, along with killing at least 30 chickens.
Writing Tips for News Stories:
*Use short paragraphs (3 sentences at very most, typically 1-2 sentences)
*Remember rules for direct quotes - they must be their own paragraph, at the beginning of the paragraph... "quote," person said.
*Write in complete sentences!
*Proper Age
*Comma Usage
CNA #4 - Sports Stories
1. Jameis Winston gives NFL teams another red flag
Based upon talent alone, Jameis Winston, quarterback for Florida State, should surely be a first-round draft pick for the NFL; however, his behavior off the field might cause some problems for him in the future. Winston cannot manage to keep himself out of trouble, and after being previously accused of raping another Florida State student, he has been suspended for the first half of the big upcoming game against Clemson because of yelling a very vulgar sentence in a crowded area of campus. Winston apparently thought the comment would be funny after hearing the phrase on some viral videos, but nonetheless his continued offenses will likely put him under a lot of scrutiny, more personal than performance.
2. NFL, union agree to new drug policy, HGH testing
As early as the end of the month, the NFL will have testing for the hormone HGH, additionally altering their performance-enhancing drug policy and the length of suspensions. These new rules will allow Broncos' Wes Welker, Dallas Cowboys defensive back Orlando Scandrick, and St. Louis Rams wide receiver Stedman Bailey, who had all been suspended for four games, to return. Players who test positive during the off-season will no longer be suspended but instead referred to the substance abuse program, and players who test positively during the season will be suspended, but for a lesser amount of games; two for a masking agent, four for banned substances, and a second offense is a eight to ten game ban.
3. Reggie Bush says he'll discipline his daughter 'harshly'
In light of the recent scandal of Adrian Peterson allegedly beating his child, Reggie Bush has responded saying that he will discipline his one-year-old daughter "harshly" if needed, but does not believe in abuse. Nike recently revoked all support of Peterson, giving Bush a reason to choose his words carefully when he tweeted out his statement. Peterson has claimed that he is not a child abuser either, but rather that he is disciplining his kids in the same way that he was disciplined as a child, and that he has learned a lot about parenting from this situation.
Based upon talent alone, Jameis Winston, quarterback for Florida State, should surely be a first-round draft pick for the NFL; however, his behavior off the field might cause some problems for him in the future. Winston cannot manage to keep himself out of trouble, and after being previously accused of raping another Florida State student, he has been suspended for the first half of the big upcoming game against Clemson because of yelling a very vulgar sentence in a crowded area of campus. Winston apparently thought the comment would be funny after hearing the phrase on some viral videos, but nonetheless his continued offenses will likely put him under a lot of scrutiny, more personal than performance.
2. NFL, union agree to new drug policy, HGH testing
As early as the end of the month, the NFL will have testing for the hormone HGH, additionally altering their performance-enhancing drug policy and the length of suspensions. These new rules will allow Broncos' Wes Welker, Dallas Cowboys defensive back Orlando Scandrick, and St. Louis Rams wide receiver Stedman Bailey, who had all been suspended for four games, to return. Players who test positive during the off-season will no longer be suspended but instead referred to the substance abuse program, and players who test positively during the season will be suspended, but for a lesser amount of games; two for a masking agent, four for banned substances, and a second offense is a eight to ten game ban.
3. Reggie Bush says he'll discipline his daughter 'harshly'
In light of the recent scandal of Adrian Peterson allegedly beating his child, Reggie Bush has responded saying that he will discipline his one-year-old daughter "harshly" if needed, but does not believe in abuse. Nike recently revoked all support of Peterson, giving Bush a reason to choose his words carefully when he tweeted out his statement. Peterson has claimed that he is not a child abuser either, but rather that he is disciplining his kids in the same way that he was disciplined as a child, and that he has learned a lot about parenting from this situation.
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