Tonight, we examined the M (message) of the SMCR model by looking at representations and their connection to reality. We focused our discussion on three questions: 1) What is a representation? 2) How are representations used to frame or shape reality? 3) How has the representation/reality relationship evolved?We started our investigation by discussing three types of representations, each characterized by a different relationship to reality. Copies are representations that copy reality exactly as it is. Symbolic representations use symbols (such as words or graphics) to point to something in the real world. Whereas, interpretive representations show reality in an artistic or subjective way.
- DUE SESSION 6 (2/26) -
Writing Assignment: Journal 5
Viewing Assignment (required): The Living Room Candidate
Project Homework: LAP preparation
Reading:
- Operation Margarine - Roland Barthes
- A Cup of Decaf Reality - Slavoj Zizek
- The Public Sphere - Jurgen Habermas
- The Public Sphere (Sparknotes)
- What reality/worldview does the commercial represent?
- How is this representation used to engineer public opinion regarding the candidate?
- What cinematic techniques (audio, camera angles, lighting, etc.) does it use to "manufacture consent"?
- What rhetorical devices (appeal to emotion; appeal to authority; etc.) does it employ?
29 comments:
President Bill Clinton, 1996 (surgeon) campaign commerical.
The reality of the commercial, represent the bridge to the 21st centry of learning for our children. Therefore, with the cost of education rising, Clinton's commerical gave reality to affordable college for our children. In the world view, the commerical opened up opportunity for all to benefit.
Therefore, the representation is used to show the affordability of college for all children. Parents will love the fact that taking a tax deduction for tuition, and also given a tax credit,which is a very good idea. In addtion, with this deduction, community college will cost little or nothing "Free". Therefore, this representation will enginer the public opinion reguarding the candidate, because there will be more money back in the pockets for the parents.
The commerical was paid for by Clinton/Gore general committee Inc, 1996. This was through audio, and video, along with using the the outside light to show the beautiful sunny day for a commerical.
The devices used to appeal to the emotion, is the children talking about their dreams of profession when grow up, such as becoming a doctor, finding a cure for cancer, and etc.. Also, showing young adults in college, and graduating to enter the world of profession chosen.
Also, the appeals is to the authority of law makers, parents, and the people who are casting their vote.
Linda Shorts
Bush’s Middle Class Squeeze (2004)
This commercial depicts a typical family; mother, father, brother and sister. The mail van arrives to deliver the family’s bills. The script shows the whole family comes out of their home to pick up the mail. As they go through each piece of mail the family becomes despondent because each bill is more depressing than the other. As they leaf through each bill it shows that tuition cost, healthcare premium, and gas had all increased. It also shows that their paycheck had decreased. The ad was paid for by John Kerry. Any typical middle class family who saw this ad would definitely want to vote for Kerry. The family breathes a sigh of relief as they read the letter from John Kerry, who is making promises to initiate tax cuts for 98% of Americans and ten million jobs would be available.
The cinematic techniques employed, shows the family of four standing in bright colored clothing in front of their home and money with wings is flying away from them and there is light background music. The music continues as they scrutinize each piece of mail. The family sighs and grunts at the same time it starts to thunder and lighting strikes. A picture of a newspaper flashes and the headline reads, “Misery index: Worst record of any president. The article titles are Personal bankruptcies: record levels, 2.6 million private sector jobs lost”. This ad is very appealing to the emotions because the middle class is mostly experiencing overwhelming increase in bills and living from pay check to pay check. It can be very difficult for a family to be able to maintain their every day living comfortably.
Yvette S.
President Bill Clinton, 1992 campaign commercial message.
The reality of the campaign commercial message shows that the economic had been trickling down for 12 years back in 1992. The wealthy was getting tax breaks and see what happen. The price for health care was over the roof, unemployment was up, and Americans were working harder for less pay.
The representation of this commercial message shows what a bad state our economic was in, and Clinton’s plan to restore the American economic like investing in new jobs, spending more on education and training, and providing basic health care for all Americans.
This commercial message was to influence the opinion of the American public that thing s will be better if they vote for him.
The campaign commercial message was paid for by Clinton/Gore general committee, 1992. This was through audio, video, and along with General Electric indoor lighting in his office.
The devices used to appeal to the emotion of the American public was that the unemployed will be able to get jobs, and you would not have to spend a lot of money to see a doctor because everyone would be provide with free basic health care. This was intended to let people know that you will have more money in your wallet. In addition, the appeal was to anyone, and everyone old enough to vote.
In my opinion we are still fighting for the same issues in 2008, which we were fighting for in 1992, and we will still be fighting the same issues in years to come.
Betty Corbett
John Kerry: Transcript of "obligation" (2004) [D]
This commerical, represents Kerry as being opposed to the the troops being in Iraq and points out the lost of deadly explosives.
Kerry is trying to show how over extended the troop in iraq are. He is using fear to tell of a needed change. Kerry is trying to imply that the actions or judgement taken and made by Bush has put our soldiers in danger, and his appointment would secure protection of our troops and our country.
Maryann
2/25/08
I couldn't see the commerical, just got the transcript
Maryann, Where the hell are you? It's like you've fallen off the face of the earth. I hope all is well.
David Esquilin
I watched the campaign commercial featuring Harry Belefonte and JFK. It seems that the same issues existed then that exist today. This was obviously a Democratic informecial and JFK touched on the all of prevalent issues affecting the middle class of today. It's apparent that there was a need for a change then. And we sure as heck need a change in the way this country is being governed today. Verdadero Democrata o Muerte.
David Esquilihn
1980 Reagan vs. Carter vs. Anderson
The commercial represent the loss of confidence the militant Iranian students had on America. They were outraged that the U.S. government had allowed the ousted Shah of Iran to travel to the U.S. for medical treatment. They seized the U.S. embassy in Teheran, taking some ninety hostages, including sixty-five Americans. The device used to appeal the emotion is when the Ayatollah Khomeini, Iran's political and religious leader, took over the hostage situation, demanding that the Shah be extradited to Iran to stand trial. U.S. President Jimmy Carter refused, and on November 11, 1979, he imposed an oil embargo against Iran. On November 17, the Ayatollah agreed to release non-U.S. hostages and female and minority Americans, citing these groups as among the people oppressed by the U.S. government. However, the final fifty-two captives remained at his mercy for the next fourteen months. Even after the Shah died, the representation used to engineer public opinion regarding the candidate President Carter was when he was unable to diplomatically resolve the crisis, and in April of 1980 he ordered a disastrous rescue mission in which eight U.S. military personnel were killed and no hostages rescued. In November of 1980, due in part to his failure to resolve the hostage crisis, Carter lost the presidential election to Republican Ronald Reagan. Shortly after, with the assistance of Algerian intermediaries, successful negotiations began between the U.S. and Iran. The cinematic techniques show Ronald Reagan’s inauguration and hope for the American people. On January 20, 1981, minutes after Reagan's inauguration, the United States freed almost $8 billion in frozen Iranian assets, and the hostages were released after 444 days.
Sharon Teekasingh
The commercial reality, represent , President Bush’s ads presented him as a steady commander in chief during dangerous times, while Senator Kerry’s ads argued that the Democratic challenger is more in touch with the daily needs of the ordinary voter.
The representation is used to show that Senator Kerry care for the American people and there need, like lower health car costs, Independence from middle east oil and the World a strong military and strong alliances to defeat terror.
The cinematic techniques use in this commercial is camera angles, and lighting. It is showing image of Kerry meeting people, children with smiling faces, image of American workers; people with bright color clothing wavering their hand.
The device that was used in this commercial to appeal to the emotion of the people was the announcements, we are a country of the future, we are a country of optimists, and we’re the “can-do” people and American strange at home. The appeals are to the American People.
John Kerry for President, John Kerry voiceover! I’m John Kerry and I approve this message.
Denise Bradley
i forget to but the name of my commerical that i watch, the name is
BUSH VS KERRY (2004)
DENISE BRADLEY
President J. Carter 1980 (Proliferation on Nuclear Weapon)commercial.
The message in this commercial talks about the differences in opinion on the position of both candidates on the subject of proliferation on nuclear weapon. Although political parties uses commercials to win votes, candidates must speak with accuracy, because commcials can be replayed to justify clarity on past statemets made by any individuals running for political offices.
In the commercial in 1980, President Carter spoke about his commitment on controlling profiliation on nuclear weapon. He also quoted Ronald Reagan stance on the same subject. President Carter stated that Ronald Reagan stated that "he do not think that it is any of our business, ultimately the U.S. was the only nation trying to stop the spread of nuclear weapon".
This was a claim that was denied by Ronald Reagan. Clips were shown of Reagan making the statement on the subject of neclear proliferation which was accurate of what President Carter had accused him of.
Viewing the clip on Ronald Reagan statement on the profiliation of nuclear weapon only showed that he flip flop on his views about the subject.
There were close-up and other camera angles which showed the expressios and reaction of this candidate. Although Ronald Reagan denied that he had made the statement the commercial clip only reinforced the truth about his thoughts on the subject.
Advertisment and commercials are designed to inform, influences, and or persuade people about individuals who are rnning for political offices.
Politicians should try not to run the risk on certain subjects, especially when they know that they are being video and or audio tape.
Dawn McKenzie
Al Gore 2000
This commercial features a young child with a medical condition that need constant care. The mother of the child was fighting the HMO's action to terminate his care at which time Al Gore fought the HMO to have them continue payment and won.
The commercial represents the devastating pressure of not having health care benefits and the people who suffer, where at this point included a child. It definitely appeals to the public's emotions because most people can face similar situations and there have been numerous cases of individuals who have lost medical coverage or the companies are unwilling to pay.
The cinematic techniques used were pictures of the sleeping child in his nursery attached to an "IV" and the painful look on the parent face as she describes the problems she faced.
This representation can be a powerful tool to engineer public opinion about the candidate in that health care is the forefront of millions of people, and if they believe that it is the top agenda for the candidate, they may sway towards him
Dionne Vincent
1960 Kennedy vs. Nixon
This commercial was John Kennedy and the great issue 'freedom'. In his speech he spoke of moving this country forward in freedom. Freedom, instead of Communism. Kennedy uses the power of fear to make his point. there is a big emotional appeal in this commercial which is the American public must be willing to conquer Communism by military, economic, and social strength. Kennedy spoke to all Americans, Democrats and Republican alike.
As Kennedy is talking the camera stays focused on his face and only his face, so there are no distractions for the viewer.
Isn't funny how 48 years later politicians are still using fear of others to control the way we think and ultimately vote.
Dana Fernandez
1992 CLINTON vs. BUSH vs. PEROT
The commercial represented the candidate’s campaign issues on the economy.
Clinton was on education, health care and better jobs, Bush on tax relief, job training and opportunities for small businesses and Perot’s appeal to parents on their children’s future.
The cinematic techniques used by Clinton and Bush were visual, Clinton’s use of black and white photos appealing to the older generation, Bush with his modern technology geared towards the younger generation, and Perot’s use of his simple speech campaign scrolling on a background geared towards parents. All three campaigns were paid for by the candidates’ committees.
The rhetorical device used was an emotional appeal to the voters by the candidates as to where our economy is heading.
G. Martin
2-26-08-Carmen Cintron
The 1960 Kennedy Vs Nixon commercial really grabbed my attention. Primarily because here’s an exiting President Eisenhower giving a spirited character reference of Richard Nixon. He describes Nixon’s participation in the deliberations that took place concerning the nation’s security and peace safeguards. He was correct when he said Nixon was superbly experienced in the critical affairs of the world, and that he was knowledgeable in communicating with world leaders; because foreign policy was certainly his forte. However, the irony here was that during his presidency he was impeached for violating the American people’s civil rights by illegally spying on them. So he kept us safe from the enemy but who was policing him! What’s troubling is that 48 years later dishonesty prevails in the Presidency. President Bush signs the USA Patriot Act, which allows intelligence and law enforcement officials to eavesdrop and investigate people if they think they’re a treat. Isn’t that why Nixon was impeached? The reality this commercial represents is that the President will keep us safe, even if it has to be through questionable tactics. By the exiting president illustrating a nation living in peace if Nixon is elected, public opinion will be orchestrated in his favor. Televised campaigning was relatively new during that era of Eisenhower, so the cinematic techniques were usually in black and white. This commercial was sponsored by an independent television committee that supported Nixon. President Eisenhower was clever in pointing out that Nixon was worldly, and studied the hopes and needs of the more than fifty nations. The key words to tap an emotional reaction would be hopes and needs. The metaphor would be that he’ll be sympathetic to all cultures given his experience and knowledge of people. Meanwhile if you read the transcripts of the Watergate tapes you’ll be in for a surprise.
1980 president Carter vs. Reagan street gov. ad.
President Carter used what seemed to be real people of the state of California where Mr. Reagan was Governor of and interviwed them in the street where they expressed their views on why they wouldn't vote for him as president. If he wasn't good for California why would he be good for the whole country. They tried to inject a sense of distrust and doubt to voters.
Miguel Hernandez
President Bush 2004 Election Campaign Commercial
The United States during 2001 when we were falling into a recession, stock markets declining and tragedy striking on 9/11 is the reality/world view that President Bush 2004 Election Campaign represents. In other words the times were trying and dangerous. It was a time of challenge for the U.S. as will as was a test for the U.S. Our country was in need of a steady leader that could take charge.
The representation used to engineer the public’s opinion regarding President Bush is a steady leader and a great commander with the know how to get the job done. Yes, it was President Bush represented in the commercial as the one who successfully took us through the dangerous times and was the reason why America was now turning the corner.
The cinematic techniques used gave the illusion that President Bush was the only one in the presidential campaign that had the answers and would continue to have them. The commercial opened up with him walking tall, proud and strong (the perfect leader). Showing statements randomly such as “2001 Recession”, “Stock Market Decline” and “The Tragedy of 9/11”; this was also a great technique used in the commercial. This illusion gave the audience just enough time to reflect on all of the above stated events; this manufactured the consent of the viewer that we still needed Bush as our leader (“a steady leader”.)
The rhetorical device employed in the commercial - is a steady leadership is needed to accomplish the goal of America turning the corner. The fact of making it through the recession, stock market decline and 9/11 constitutes the statements to be emotionally loaded; which places the viewer of the commercial in a vulnerable state of mind. This is what can lead the viewer to believe Bush steady leadership is imperative to continue the comeback of the U.S.
We must remember the following as we view commercials of such; screen text and narration plays a big part on why and how we can be influenced by television ads.
T. Williams
Transcript of “ Next Century” (1996)
I couldn’t really see the commercial but I heard the voice over and read the transcript, which was former president Bill Clinton in 1996. His voice and the music in the background reassured me that he was sincere in what he was saying and very confident of the plans that he had for this country back then.
Jennifer Lynn Romain
1980, Reagan-vs-Carter. This commercial represents how the US is always striving for peace, yet we must still ensure that the US is protected against our enemies, by increasing security via military forces.
Jimmy Carter spoke of his military accomplishments to woo the public.
I was unable to view the video, just listened to the transcript.
He continueously used the word "peace" to appeal to our emotional senses and our allies
during the debates.
Catherine Lewis
The Nixon and McGovern 1972 Turnaround.
The commerical I listen to was, The Nixon and McGovern 1972 Turnaround. It said exactly what it meant turnaround, for McGovern said thing he was going to do if elected, that never came true.due to his unchanging mind he was never elected.
He's like a traffic sign Stop or Go, for or against not knowing what is meant by these words. The Campaign Today is the same. You chosen two Candidates having almost the same views. the only differences is that Clinton going on the husband ideals and Ombama
on changing the world views. But the campaign stratgies are the same as yester years. when are we never going to have an true leader.
Ethel Thiam
I choose President Johnson in 1964, he was against nuclear weapons. Nuclear weapons have been an issue for decades. In his commercial Johnson took an aim on using kids to lure his voters. Some of the other commercial focused on the fact, that his opponent supports nuclear weapons.
For the most his campaign commercial were center focus, giving you nothing else to look at. No distraction. He wanted you to focus on his issue and the person used to represent his purpose.
All his adds had the same ending , it was somewhat dull but force full. His persuasion was not all that convincing. I found it rather frighting. I kid of feel like he was kind of brain washing me.
nekeisha forbes
Homework #4
Growing Up Online has informative
documentary for parents. I did
not know about Growing Up Online
internet web site. It helps
parents to be aware of many
interesting documentaries about
teenagers who are going through
detrimental life experience.
Parents must be aware that there
are unscrupulous predators who are
waiting for their victim in the
internet. The mass audience are
children, therefore the predators
always focuses on teenagers who
are easy to convince to watch sex
movies, and are easier to kidnap.
In fact, the mass audience is
different from years ago. Do to
the technology children know more
than in my times.
The Child Predator Fear is an
example, in which parents live in
so much fear when their children
are surfing the internet.
Martha Fuentes
Hi Jen; it's me Cathy E. Page. I tried several times to open up this blog and could not open it. I will try again @ a later date. Just thought I would let you know i couldn't open it up. Hope alls well w/you. God's willing I will see you on Wedn. Regards;
Cathy E. Page
3-4-08
Carmen Cintron
Mc Gruff the Crime Dog works for kids because he appeals to their level of maturity. He gets his point of staying safe across in a harmless way that does not instill fear, while teaching them the needed skills. Kids like animation- and what better way to reach them than through a character that will hold their attention. It’s important to remember that children should not be taught to be afraid they should be taught the skills such as: Speak up, tell an adult, particularly when bullies are involved. Mc Gruff’s stories are educational and fun. His public issue is safety. He uses a variety of tools such as games and stories to appeal to the children’s emotions. This commercial is done by computer animation. McGruff the Crime dog stimulates conversation because he talks about the issues that matter to parents.
The Duck and Cover campaign brought back memories for me because I remember being taught these skills in elementary school. It without a doubt instilled fear. We had to get under our desks and some of us ended up in the coat closets. It was awful. Today it’s a fire drill and it’s over. Today’s students could be seen laughing and talking while exiting the school; that behavior was unheard of during our fire drills. The teachers use to scare us to death with stories of atrocities. Fallout shelters were abundant. Some kids use to cry during duck and cover exercises. The thing we have to keep in mind here is that the Bush administration went beyond the duck and cover campaign; their campaign was reminiscent of the Creel Commission. He created an illusion of weapons of mass destruction in a country that had none. The irony is that we fell for it. This commercial used real life footage of the drills conducted in combination with animation. The rhetoric use was persuasive because it accompanied a simulated case of a burned child being attended to by an adult. The film was in black and white, with close-up of the children ducking and covering. This ad provoke public opinion because society in those days was not as involved in the political process as it is today, therefore it depended on the government to keep them safe. They believed the propaganda that was disseminated to the public. Otherwise those teachers would not have scared us into vociferous prayers.
Homework #4
Growing Up Online has informative
documentary for parents. I did
not know about Growing Up Online
internet web site. It helps
parents to be aware of many
interesting documentaries about
teenagers who are going through
detrimental life experience.
Parents must be aware that there
are unscrupulous predators who are
waiting for their victim in the
internet. The mass audience are
children, therefore the predators
always focuses on teenagers who
are easy to convince to watch sex
movies, and are easier to kidnap.
In fact, the mass audience is
different from years ago. Do to
the technology children know more
than in my times.
The Child Predator Fear is an
example, in which parents live in
so much fear when their children
are surfing the internet.
Martha Fuentes
Bill Clinton, 1996 / Next Century
Former President Bill Clinton injected an image of sincerity and truthful dedication to a nation of believers. He seemed as though he was going to make a substantial change for those that would benefit in ways that they were unable to in the past. The commercial focused on affordable education, tax credits and tax deductions. This vision was for those parents that had given up hope for their children attending college. This was convincing.
Aquilla Anderson
Bush and Dukakis on Crime 1988:
This commerical was excellent, it steered the public to vote against Dukakis because he opposed the death penalty for 1st degree murderers, and Bush did not.
It technique illustrated a poor lighting mug shot of Willie Horton, life sentence 1st degree murderer who received weekend passes ten times before he got caught and kidnapped, raped and murdered a young couple because Dukakis granted permission. This commercial demonstrated the emotions (fear and sorrow) and authority to the public.
Denise W.
1996 Clinton campaign commercial:
The commercial represented the majority of the people in the US (working class, families elder people). This representation is used to convince the nation that Clinton is for the "little" people. The techniques used were slow motion effects and disolve effects between the different short videos of families, people walking in their work clothes, the appearence of everyday people. The rhetorical device use is authority: showing Clinton in his office reading papers (papers could be a bill, law, etc.)
Michelle B.
1988 Bush & Dukakis
This commercial talks about how Bush and Dukakis feel about crime. Bush supports the death penalty for first degree murderers but Dukakis opposes the death penalty,that he allowed first degree murderers to have weekend passes from prison. One which was Willie Horton, who murdered a boy in a robbery, stabbing him 19 times. He got a life sentence but still received weekend passes from prison. While out one weekend he fled and committed another crime This campaing was to vote against Dukakis.
Nicole A.
Bill Clinton-1996
With the voice of sincerity, Bill Clinton gives viewers the impression that he really cares for the working people and that he has the will to do what is necessary to aid the people and calm their fears in regards to their future and that of their children and grandchildren.
Jeannie
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