As media becomes more commercialized nowadays, profits earned from advertisers is often given a higher priority than their innate responsibility to cater to the real needs and welfare of the masses for example by having more useful programmes for people from all woks of life to learn from instead of having programmes that is produced just for its entertainment value and maybe spread the wrong message. Therefore, this resulted in the current trend of increasingly huge numbers of advertisements that people are exposed to daily. Hence, in our environment with many varieties of media, we need to exercise critical thinking and sift out the important and correct information that we need.
Though some people may deny that media influences our lifestyles, the truth is that it does affects the society either directly or indirectly. Even one who has little contact with the media; he would be influenced by his circle of friends who are already influenced by the media unconsciously as the media is targeted at the masses. Therefore i think that the community should be highly aware of the influences and strive to correct erronous information or hidden messages derived from the media.
Wednesday, January 30, 2008
Tuesday, January 29, 2008
Pre-U Seminar 2008
Hi everyone. It's me plugging for yet another event that you may be interested to participate in. Some have commented that I am turning into quite an advertiser myself. Oh well, I guess it's a case of practising what you preach/teach I guess?
Pre-U Seminar 2008 is organised by Meridian JC.
The Seminar is a residential event that will be held from 26 to 30 May 2008 at the Nanyang Technological University. All participants are expected to be involved in the full programme.
The Pre-U seminar, which started in the year 1970, is an invitation to youths to engage in the political, social and economic issues that form the framework of our society. It reflects the growing process of a young nation as it seeks to establish a firm foothold in a fast changing world. The Pre-U seminar continues to be a relevant channel of communication between leaders who shape the future of Singapore and our youths, who will in time shape the future.
There is a sign-up sheet, outside the staff room (Block H, Level 3) and it will be up on the board till 5th February (Tuesday).
For more information on matters such as the Seminar Programme as well as the Theme and Sub-themes, please refer to http://www.mjc.edu.sg/preusem/index.php
Cheerios
Pre-U Seminar 2008 is organised by Meridian JC.
The Seminar is a residential event that will be held from 26 to 30 May 2008 at the Nanyang Technological University. All participants are expected to be involved in the full programme.
The Pre-U seminar, which started in the year 1970, is an invitation to youths to engage in the political, social and economic issues that form the framework of our society. It reflects the growing process of a young nation as it seeks to establish a firm foothold in a fast changing world. The Pre-U seminar continues to be a relevant channel of communication between leaders who shape the future of Singapore and our youths, who will in time shape the future.
There is a sign-up sheet, outside the staff room (Block H, Level 3) and it will be up on the board till 5th February (Tuesday).
For more information on matters such as the Seminar Programme as well as the Theme and Sub-themes, please refer to http://www.mjc.edu.sg/preusem/index.php
Cheerios
Specific Media Tools for Analysis
These are classic techniques of persuasion, used by advertisers, media makers, politicians, and most other individuals, consciously or unconsciously.
Remember, emotional transfer is the basic process at work in persuasion and sales. If you can make your target feel something, especially better, you are on your way to persuading them.
1. Symbols are larger than reality, usually emotional, "idea-conveyances;" they can be words, designs, places, ideas, music, etc. They can symbolize tradition, nationalism, power, religion, sex or any emotion or emotional concept. The fundamental principle of persuasion is to rub the emotional content of one thing onto another. Thus, a beautiful woman can be used on TV to promote sexual promiscuity, the killing of police, or the nutritious benefits of Snickers.
2. Hyperbole is exaggeration or "hype." Glittering generalities is a common subset of hype that utilizes impressive language, vague and meaningless, and leaves the target impressed emotionally and, therefore, more susceptible to the next pitch. For example, “The greatest automobile advance of the century....”
3. Fear or Defensive Nationalism uses fear, usually of the enemy, although it can be of sickness or any threat. For example, calling political statements “McCarthyism” or "communism" brings up fear of demagogues and dictatorship. Scapegoating is a powerful subset of defensive nationalism that blames all problems upon one person, group, race, religion, etc.
4. Humour is a powerful emotion. If people laugh, one can persuade them.
5. Lie (big) - Most people want to believe the truth. Lies work, on cereal boxes and, especially, on
television “news.” According to Hitler, people are more suspicious of a small lie than a large one.
“Nutrigrain Cereal has no added sugar.” (Read the fine print; In the words of ____, it depends upon
your definition of . . .)
6. Maybe (a combination of hype and lie) Outrageous claims are fine, if preceded by "maybe, might, or could." Listen carefully to the infomercials . . . .
7. Testimonial uses famous people or respected institutions or idea to sell a product. It can be a person, idea or product. They need have nothing in common, and no logic need be used, since Americans have become conditioned to accept this pattern as fact.
8. Repetition drives the message home many times (in different ways or the same, but repeat it). It is (in the words of Goebbels) effective even when the target thinks that it is unpleasant. Remember,
Chevy trucks are “like a Rock.”
9. Plain folks promotes oneself or one's product as being of humble origins, common, one of the
guys/girls/people/Americans, etc. This device is very popular with advertisers and politicians. The
unfortunate side effect of plain folks is that it reinforces anti-intellectualism (a common TV theme),
implying that “common” is necessarily good.
10. Strength (also known as Führerprinzip or the "leadership principle") that Adolf was so fond of
describing. Be firm, bold, strong; have the dramatic, confident image of a leader. Believe it or not,
this is frequently combined with plain folks. America has built a myth about the value of rugged
individualism (Clint Eastwood, Rambo, Arnold Schwartznegger, etc.) that some think leads to much
“aloneness” and, more importantly, lack of cooperation in our society.
11. Name calling is frequent. It can be direct or delicately indirect. Audiences love it. Our violent,
aggressive, sexual media teaches us from an early age to love to hear dirt. Just tune in to Geraldo or Jerry Springer. Name calling is frequently combined with hype, truth, lies, etc. Remember, all is fair in love, war, political campaigns and advertising (and suing for libel is next to impossible.)
12. Flattery is telling/implying that your targets are something that makes them feel good or, often,
what they want to be. And, I am sure that you are all intelligent enough to understand this one.
13. Bribery gives (or seems to give) something desirable for support or purchase. Everyone wants
something for nothing.
14. Diversion seems to tackle a problem or issue, but, then, throws in an emotional non-sequitur or
distraction. A subdivision is straw man which sets up an illogical (or diminished) concept as though it is what your opposition represents or supports and, then, attacks it.
15. Denial allows you to avoid being attached to something unpopular. It can be direct or indirect.
My favorite example of indirect denial was Gov. Dukakis saying, “Now if you think I would take a
page out of George Bush’s Willie Horton book and bring up the example of a furloughed federal prisoner who brutally raped a mother of five children, you’re wrong. I would not do that.”
16. Card stacking is selecting facts (usually out-of-context) so that they give a false and/or misleading impression–telling only part of the story. Read the critic’s quotations in any movie ad.
17. Band wagon insists that "everyone is doing it,." It plays upon the universal loneliness of man. In
America with our sports addiction, it is often accompanied by the concept of winning. “Join the winning team.”
18. Simple solutions reduce complexities,which are to be avoided (except when selling to intellectuals). If possible, attach many problems to one solution.
19. Scientific evidence uses the paraphernalia of science (charts, uniforms, vocabulary, etc.) for
"proof” that gives a misleading impression.
20. Group Dynamics uses group behavior, replacing that "I" weakness with "we" strength. Achieving a powerful “dynamic” in a target usually involves using a sequence of many other devices as well.
21. Ask Rhetorical questions. Get the target "agreeing,” saying “yes;” then give them the sales pitch.
22. Nostalgia takes advantage of the fact that people forget the bad aspects of the past. Referring to good memories causes people to think a product is good. Remember, emotions rub off from one idea onto others.
23. Timing can be as simple as planning your sell for a time when you know your target will be tired. However, in sophisticated propaganda it is the organization of the above techniques and your factual material in an effective pattern or strategy that makes people do what they would not ordinarily do.
Acknowledgment:
This resource is by Bob McCannon, Executive Director, New Mexico Media Literacy Project
www.nmmlp.org
After completing your performance tasks and after reading through this article, as a group, please comment on which of the above mentioned techniques you find the most effective or widely-used (it would be good if you could cite examples).
Also try to address these questions:
Do you have your own techniques of persuasion that do not easily fit into the above categories? Are there specifically Asian or even Singaporean strategies that may be different from the rather American brand of persuasion techniques as espoused by the article?
Best regards.
Remember, emotional transfer is the basic process at work in persuasion and sales. If you can make your target feel something, especially better, you are on your way to persuading them.
1. Symbols are larger than reality, usually emotional, "idea-conveyances;" they can be words, designs, places, ideas, music, etc. They can symbolize tradition, nationalism, power, religion, sex or any emotion or emotional concept. The fundamental principle of persuasion is to rub the emotional content of one thing onto another. Thus, a beautiful woman can be used on TV to promote sexual promiscuity, the killing of police, or the nutritious benefits of Snickers.
2. Hyperbole is exaggeration or "hype." Glittering generalities is a common subset of hype that utilizes impressive language, vague and meaningless, and leaves the target impressed emotionally and, therefore, more susceptible to the next pitch. For example, “The greatest automobile advance of the century....”
3. Fear or Defensive Nationalism uses fear, usually of the enemy, although it can be of sickness or any threat. For example, calling political statements “McCarthyism” or "communism" brings up fear of demagogues and dictatorship. Scapegoating is a powerful subset of defensive nationalism that blames all problems upon one person, group, race, religion, etc.
4. Humour is a powerful emotion. If people laugh, one can persuade them.
5. Lie (big) - Most people want to believe the truth. Lies work, on cereal boxes and, especially, on
television “news.” According to Hitler, people are more suspicious of a small lie than a large one.
“Nutrigrain Cereal has no added sugar.” (Read the fine print; In the words of ____, it depends upon
your definition of . . .)
6. Maybe (a combination of hype and lie) Outrageous claims are fine, if preceded by "maybe, might, or could." Listen carefully to the infomercials . . . .
7. Testimonial uses famous people or respected institutions or idea to sell a product. It can be a person, idea or product. They need have nothing in common, and no logic need be used, since Americans have become conditioned to accept this pattern as fact.
8. Repetition drives the message home many times (in different ways or the same, but repeat it). It is (in the words of Goebbels) effective even when the target thinks that it is unpleasant. Remember,
Chevy trucks are “like a Rock.”
9. Plain folks promotes oneself or one's product as being of humble origins, common, one of the
guys/girls/people/Americans, etc. This device is very popular with advertisers and politicians. The
unfortunate side effect of plain folks is that it reinforces anti-intellectualism (a common TV theme),
implying that “common” is necessarily good.
10. Strength (also known as Führerprinzip or the "leadership principle") that Adolf was so fond of
describing. Be firm, bold, strong; have the dramatic, confident image of a leader. Believe it or not,
this is frequently combined with plain folks. America has built a myth about the value of rugged
individualism (Clint Eastwood, Rambo, Arnold Schwartznegger, etc.) that some think leads to much
“aloneness” and, more importantly, lack of cooperation in our society.
11. Name calling is frequent. It can be direct or delicately indirect. Audiences love it. Our violent,
aggressive, sexual media teaches us from an early age to love to hear dirt. Just tune in to Geraldo or Jerry Springer. Name calling is frequently combined with hype, truth, lies, etc. Remember, all is fair in love, war, political campaigns and advertising (and suing for libel is next to impossible.)
12. Flattery is telling/implying that your targets are something that makes them feel good or, often,
what they want to be. And, I am sure that you are all intelligent enough to understand this one.
13. Bribery gives (or seems to give) something desirable for support or purchase. Everyone wants
something for nothing.
14. Diversion seems to tackle a problem or issue, but, then, throws in an emotional non-sequitur or
distraction. A subdivision is straw man which sets up an illogical (or diminished) concept as though it is what your opposition represents or supports and, then, attacks it.
15. Denial allows you to avoid being attached to something unpopular. It can be direct or indirect.
My favorite example of indirect denial was Gov. Dukakis saying, “Now if you think I would take a
page out of George Bush’s Willie Horton book and bring up the example of a furloughed federal prisoner who brutally raped a mother of five children, you’re wrong. I would not do that.”
16. Card stacking is selecting facts (usually out-of-context) so that they give a false and/or misleading impression–telling only part of the story. Read the critic’s quotations in any movie ad.
17. Band wagon insists that "everyone is doing it,." It plays upon the universal loneliness of man. In
America with our sports addiction, it is often accompanied by the concept of winning. “Join the winning team.”
18. Simple solutions reduce complexities,which are to be avoided (except when selling to intellectuals). If possible, attach many problems to one solution.
19. Scientific evidence uses the paraphernalia of science (charts, uniforms, vocabulary, etc.) for
"proof” that gives a misleading impression.
20. Group Dynamics uses group behavior, replacing that "I" weakness with "we" strength. Achieving a powerful “dynamic” in a target usually involves using a sequence of many other devices as well.
21. Ask Rhetorical questions. Get the target "agreeing,” saying “yes;” then give them the sales pitch.
22. Nostalgia takes advantage of the fact that people forget the bad aspects of the past. Referring to good memories causes people to think a product is good. Remember, emotions rub off from one idea onto others.
23. Timing can be as simple as planning your sell for a time when you know your target will be tired. However, in sophisticated propaganda it is the organization of the above techniques and your factual material in an effective pattern or strategy that makes people do what they would not ordinarily do.
Acknowledgment:
This resource is by Bob McCannon, Executive Director, New Mexico Media Literacy Project
www.nmmlp.org
After completing your performance tasks and after reading through this article, as a group, please comment on which of the above mentioned techniques you find the most effective or widely-used (it would be good if you could cite examples).
Also try to address these questions:
Do you have your own techniques of persuasion that do not easily fit into the above categories? Are there specifically Asian or even Singaporean strategies that may be different from the rather American brand of persuasion techniques as espoused by the article?
Best regards.
Tuesday, January 22, 2008
Merchants of Cool
After spending about a week discussing this PBS documentary in class and after ploughing through the set of questions, please articulate in writing, what is ONE important idea that you have learned from the video?
Budget 2008 Essay and Video Competitions
More competitions that may interest you:
The deadline for the Ministry of Finance's Budget 2008 Essay and Video Competitions have been extended to 25th Jan 2008 (this Friday).
Interested students may refer to the following websites for more information on how to submit your entries.
The Essay Competition, themed "Infinite possibilities; finite resources", is a partnership between the Ministry of Finance (MOF), the Lee Kuan Yew School of Public Policy (LKY-SPP) and the Straits Times (ST). Through the competition, MOF hopes to promote greater awareness of and debate on Singapore's fiscal policies and financing priorities. Students are invited to offer refreshing perspectives and compelling arguments on the future of public finance in Singapore.
The top 3 essays will receive cash prizes of $2,500, $1,200 and $500 respectively for the students in the senior category (aged between 17 and 25 as of 31 Dec 2007) while those in the junior category (aged between 13 and 16 as of 31 Dec 2007) stand to win $1,500, $600 and $300 respectively.
Entries may also receive media coverage and be showcased by MOF in the Annual Budget Speech.
The Video Competition topic is "What the Budget means to me" and is a partnership between the Ministry of Finance (MOF) and the Straits Times (ST).
We encourage interested students to explore the myriad ways of expressing their answers to the topic – entries can be recorded in the format of skits, musicals, raps, graphic animations, and even puppet plays.
We look forward to receiving works of creative expression and artistic imprint by students.
Cash prizes of $1,500, $600 and $300 will be awarded for the top 3 video-clips.
Commonwealth Essay Competition 2008
Hi peeps! It's rather quiet (severe understatement, I know) in here even though there are 40-odd of you who signed in as members. Let's not make this a dead-weight in cyberspace shall we?
Anyways, on to less dreary news...
Commonwealth Essay Competition 2008
If you need further information, just refer to the TV Messaging System, Raffles Connect or the official website @ http://www.rcsint.org/essay/
Looking forward to your active participation :)
Regards.
Anyways, on to less dreary news...
Commonwealth Essay Competition 2008
CLASS A - Born 1989-1991
1500-2000 words
All questions can be answered by writing an essay or a story which explores the topic in an interesting and relevant way.
- Tell us about your favourite book OR your favourite place and what it means to you.
- Why decorate?
- Is the world becoming tribal or global?
- EITHER Let me tell you a story. This is how it all began … OR Fifty years from now.
- Refugees.
- The Commonwealth Question: The theme for Commonwealth Day 2008 is “The Environment: Our Future”. Discuss the likely impact of climate change on life as you know it. What is to be done?
If you need further information, just refer to the TV Messaging System, Raffles Connect or the official website @ http://www.rcsint.org/essay/
Looking forward to your active participation :)
Regards.
Wednesday, January 16, 2008
Greetings and salutations!
Dear denizens of 09S03K, 09S06H, 09S06J and 09S07A,
- Please try as far as possible to use grammatically-correct English. This means no computer jargon (msn or sms – type language or short forms though smiley faces are fine). After all, this is one way in which we can all try to improve our written English. I realize it may not come naturally at first, but give it time and I think you can all rise to the challenge.
- Please have ownership over what you blog about (i.e. you need to take accountability for your words by signing off with your class and name after each post). This ensures that nobody hides behind the curtain of anonymity and gets away with controversial or salacious entries. This is not to say we must avoid controversy at all costs – on the contrary! Debate or dissent is crucial to a lively discussion.
- There are four GP classes included as authors of this blog and I chose not to have a separate class blog for each of you as I think although we may be discussing the same issues in class, the points raised may be different. It is therefore important that we leverage on one another’s strengths and weaknesses. Therefore, all parties involved in any online discussion here need to do it in an academic fashion – do not put down your peers unnecessarily (no spamming, flaming, disagreeing for the sake of disagreeing) and when there is an issue you can’t seem to agree on or resolve, I certainly hope it wouldn’t translate to you being uncivil to each other in real life as well.
- When replying to a thread, please do it in the comments section so that the rest of us can follow the discussion proper. Only start a new post when you are trying to introduce a new idea or pose a new query. I personally feel that this cuts down on the confusion.
- Please do not ask me to change the blogskin (I love simplicity hence the bare, white, zen-like choice of theme. I also think words/thoughts/opinions should be the focus of this blog, so that’s what we should colour or decorate the blog with). Please also do not ask me to include a tagboard. Those who have come before you have tried and failed – but perhaps you could be more persuasive than them and are feeling lucky : )
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