TAF (Text Analysis Framework)

Text Analysis Framework

Publication details (date, place, etc.):  Resource Text from www.genderads.com accessed 17th September 2013

Title: “BK Super Seven Incher" ad

Text type: Print /Visual

Theme/Subject: Burger Selling Ad
Realistic

Audience: Men and young men
Sympathetic

Purpose: To sell product: persuade

Register: Ironic

Author: Burger King
known


sentence (simple, compound, complex, compound-complex/ statement, question, imperative) structure (paragraph, introduction, conclusion, stanza, line) punctuation (period, comma, exclamation, dash, exclamation mark ellipsis), parts of speech (nouns, verbs, adverbs, adjectives, pronouns, expletives, and conjunctions), diction, logical fallacies (over generalization, faulty cause and effect, red herring, ad hominem) , repetition, image devices (metaphor, simile, personification, symbolism, allusion) auditory devices (onomatopoeia, alliteration, assonance, consonance, euphony, cacophony, rhyme, rhythm), cliché, idiom, parables, proverbs, jokes, reported speech, address, title, banner, numbers, headlines, captions, sound bites, slogan, definitions, pronunciation codes, jargon, slang, invented words,  other Declarative statement: irony + Connotation

Visual Elements
color, space, lines, shapes, proportion, font, image, photo, drawing, outline, layout, white space, perspective, logo, symbols, distance, pattern, perspective, balance, canvas/background, techniques (brush strokes, pointillism) medium (ink, pencil, spray paint) freehand, form (poetic closed form, stencil), size, repetition, pattern, framing, packaging, texture, finish (gloss, matt), positioning, product identification (bar code), charts, graphs, tables, bullets, lists, text wrapping, angles, light, contrast, other
Multimedia Elements
jolts, montage, camera angles (straight, low, high), camera distance (close-up, short, medium, long, scenic), sound, music, characters, voiceovers, vocal pauses, interactivity, time, contrast, volume, clarity, speed, pattern, jingles, editing effects (fade, wipe, black out), sound effects, body movement, gestures, vocalization, super imposition, light, location, order, inter-textuality (other texts incorporated), objects, people, other
Note five important techniques that are relevant to the text.  Provide the example of the technique from the text.  Explain the significance of the technique and example in terms of audience, purpose and /or text type.

Element: Language Technique: Word Play
Example: “It`ll blow your mind away”
Significance: This is a sexual reference, since there is a women with an open mouth about to introduce the burger to her mouth (refering to oral sex).

Element: Visual   Technique: Proportion
Example: The size of the burger next to the women
Significance: This makes the audience believe that the burger is huge, making it more appealing to the audience.

Element: Visual Technique:  Contrast
Example: The contrast between the burger and the background.
Significance: The background`s color pallete contrasts with both the woman and the burger, making it the facol point of the advertisement.

Element: Visual Technique: Image
Example: Woman.
Significance: This might refer to a sexual conquest in which the ad implies that the people who buy this burger might get a woman like the one in the advertisement, which might "blow their mind away".

Element: Language Technique: Description
Example: Text describing the burger
Significance: Make the audience desire the burger, but as a necessity not as a luxury. Using words that appeals to the audience, such as juicy, improves the desire for the burger.

www.genderads.com

Seth Godin "How Good Ideas are Spread"

In 2003, Seth Godin’s gave a Ted Talk in Montreal, Canada, entitled, “How to Spread Good Ideas.” Godin’s purpose was to communicate the idea that to sell a product you dont just need to advertise the product, but make it in a way that the audience will remeber, a memorable advertisement, to an audience comprised of mainly of innovators and people who easily adapt. 

“We are living in a century of ideas diffusion.”

Some techniques that Godin used to make his talk memorable included the use of repetition, mainly in the word remarkable, which allowed the audience to remember the word, and even remember the idea. Also, he implemented metaphors which created the emotion of the advertisement being completely directed to the audience. 

Godin states that the way in which marketing works has changed forever. It used to be that companies would spend $100m “interrupting me.” The reason for this he states is: “Consumers don’t care about you at all. They have too many choices and too little time.” So what you have to do as a company is remarkable.

Seth Godin’s use of an anecdote with the joke about sliced bread, and the introduction of a purple cow on his Powerpoint screen, formed a strong bond with the audience.

Godin’s delivery included a range of pitches,both high and low and also in the speed in which he spoke. This made his Ted Talk engaging to the audience.

Body language was a key part of making this Ted Talk a success. He uses several hand movements, walks around the stage and directs to the audience by pointing at them.

He closes his speech emphatically by talking about the "construction of a lava lamo" in the middle of the town. This lava lamp would be remarkable and personally he would like to return there.

The Century of Self

Freud believed man harbored “dangerous instinctual drives”, both violence and sexual. His nephew, “Edward Bernays”, harnessed his uncle’s ideas to create a  mass consumerism for the first time during the Twentieth Century.

What is the unconscious? Hidden, unwelcome impulses

World War I was the logical, inevitable, terrible conclusion of humanity’s and nations’ path towards becoming the greatest, most powerful nation on earth.

America entered the First World War in 1917. Bernays accompanied Pesident Woodrow Wilsonto the Versailles Treaty, the peace conference held after the war was over.

They had to sell the war. to the American public.

‘”We wanted to make the world a safe democracy. —that was the slogan”, Edward Bernays.

Wilson emerged as a world champion of peace and was adored by the masses in America.

“Propaganda” was a ‘dirty word’ owing to the way in which it had been utilized in a negative sense during wartime.

Bernays realized that the mass acted as one during war time. What if they could do it in peacetime and harness the “irrational desires” of the masses and get them to buy products? Massive profits would ensue.

Cigarettes and the Suffragette Movement: there used to be a taboo on women smoking in public. Smoking was a purely male-preserve in the early-1900s.

The cigarette companies wanted to get 50% of the market smoking. They consulted a psychoanalyst, A.A. Brill,  who stated that cigarettes were symbols of penises (much of Freudian thought has to do with sexual desire, remember!). If they could get women to ‘own’ cigarettes and empower them through

So at a suffragette rally, the days socialites (today’s Paris Hiltons etc.) took out what were labeled “Torches of Freedom” at one moment. They made them more socially acceptable in a flash.

By linking products to emotional desires and thinking and making seemingly irrelevant links between products and desires, relevant, then you were in business!

Mass production flourished after the War. The War had seen huge increases in production costs.

Most products were advertised as necessites, not as luxuries. Advertising then was geared towards displaying a product’s practical virtues.  The rich had always enjoyed luxury products but for the masses, they lived a far more sober life.

They needed the masses to desire the new surplus of products. Look to a desire for the new, even before it is old.  The final stage was to make these new products appeal, not just desirable, but essential: think the fashion industry, the music business, any one of the thousands “New! Improved!” slogans you will see in the shops.

The utilization of celebrity endorsement and ultimately in films happened for the first time under the leadership of Bernays. He also financed ‘scientific experiments’ as though they were independent research.

“A change has come over our democracy. It is called ‘Consumptionism. An American’s duty to his country is no longer as citizen but as consumer.” – American Journalist.

Bernays also promoted the idea of credit on a vast scale so that people could consume.

1924: Politics became involved in public relations.  (number) Hollywood actors were invited to the White House to change the public’s perception of the presiding President Coolidge, whom they perceived as rather dull.

After losing money in the world financial collapses in the 1930s, Freud was able to market his psychological works in America. His viewpoint of man became more cynical of man as he saw the dangerous potential of violence.  Therefore, he thought democracy dangerous as men were violent, so why should they have the right to vote. He suggested it would be better if a stronger group of leaders took control over this potentially dangerous mob. Now then, the techniques that had been used for mass- marketing would be applied to product placement.

If you could satiate the masses’ impulsive desire through the consumption of products, then you would have a better chance of organizing a more peaceful society.

President Hoover was the first to recognize that consumerism. could become the central motor of American life.

People were viewed as “ever-moving happiness machines…that would become the key to economic progress.”

“Democracy at its heart was about changing the relations of power that had governed the world for so long” (30.30).—Stuart Ewen, Historian of Public Relations.

Bernays knew all the politicians/ actors/ financiers of his day. He was the “Gatsby” of his age!

Nancy Duarte TED Talk

Nancy Duarte is an American graphic designer and writer. She is world know for her two of her best-selling books Resonate: Visual Stories that Transfrom Audiences and Slideology: The Art and Science of Creating Great Presentations. She has also been awarded by Microsoft the MVP award, for helping people excel at PowerPoint.

In her TED Talk, Nancy Duarte states that all of the great speeches have a similar structure.

She explains the shape of the speech. In my opinion the shape is similar to a square wave. The bottom part of the "wave" is when the presenter talks about what it is, while the top of it the presenter explains how it could be.

Duarte uses two well known speeches. Martin Luther King Jr`s "I Have a Dream" and Steve Jobs`iPhone launch speech. Surprisingly these two speeches follow the same structure described by Nancy Duarte.

FOA Reflection

This form must be completed and handed in no later than the class immediately following the FOA.  Please note that this form must be kept on file for the IB.  Please complete this legibly and carefully.

This FOA was my first

I worked (circle one):

·       With a group (maximum 4)(Group Members: Diego Correa, Franco Lozano

Language and Mass Communication Topic: Social Media

Text type(s) Focus:  Speech

Number of Text Types YOU used in the activity: 1

Type of Activity (Circle one):

· Structured Group Discussion/Oral Presentation

Describe in detail how you feel the activity went:

I feel that the activity did not go very well. To begin with, my group members did most of the discussion, therefore; I could not speak as much as I needed to, in order to achieve a higher score. This was because my group did not meet in order to plan the discussion, so when my other group members spoke, they presented the information I had also researched. Secondly, I do not have many skills in respect to presenting so whenever I said something, I would emidiately studder or mispronounce the words.

If you were working with a partner or a group, comment on the success of your collaboration:

Our collaboration was near null. We never spoke about what each one would say, except during the class, right before the FOA, we just concluded on what speech we would do. Diego and I agreed on meeting one day to research and plan the presentation, but due to several things, this could not be done, concluding a completely disorganized presentation. 

Name three specific changes that you will make to improve on your next FOA

1.    Plan ahead of the presentation

2.    Show some sort of media throughout the presentation

3.    Analyze much deeper

Teacher’s Assessment

Activity Start Time: _____________                          Activity End Time: ______________

Did the student participate 8 to 10 minutes?  Yes__ No__ Comment: _______________

Criterion	Score	Comment
Criterion A:	___/ 10
Criterion B:	___/ 10
Criterion C:	___/ 5
Criterion D:	___/ 5
Total Score	___/ 30
OLA	___/ 7
General Comments:

ATL	Excellent	Satisfactory	Poor
Planning
Organization
Collaboration
Reflection
Comment