ERIC Number: ED159728
Record Type: RIE
Publication Date: 1978
Reference Count: 0
How to Defend Ourselves Against Corporate Image and Ideology Advertising.
Bennett, James R.
Since teachers have been encouraged to give attention to advertising, product advertising has been the subject of study, but because of the large amount of money spent on them, two other aspects of advertising need special attention: corporate-sponsored image (which deals with characteristics and image of the company rather than with products or services) and ideology advertising (the propagation of ideas and controversial social issues in a manner that supports the interests of the sponsor while downgrading the sponsor's opponents). The student should use such tools as classical rhetorical awareness of the speaker, knowledge of informal fallacies, and Hugh Rank's "Intensify/Downplay" approach. Study of a corporate-sponsored film would include questions such as: Who paid for it? What are the explicit and implicit purposes? How truthful are the claims and assertions? How does it intensify the sponsor's own good and its opponents' bad? What does it conceal that might alter our opinion of the claims? What are the formal and informal fallacies in the message? and What verbal and nonverbal devices are employed to persuade? These tools and questions, or slightly modified ones, can be applied to study such advertising as the corporation film put out by Chesebrough-Pond Corporation, "Family," and the ideology advertisement published by Chromalloy American Corporation. (TJ)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Intensify Downplay Approach
Note: Paper presented at the Annual Meeting of the Conference on College Composition and Communication (29th, Denver, Colorado, March 30-April 1, 1978) ; Best copy available