ERIC Number: ED315817
Record Type: Non-Journal
Publication Date: 1989-Nov
Reference Count: N/A
Teaching Burke Using Advertisements.
Larson, Charles U.
Kenneth Burke's concepts of identification, the five terms of dramatism, and strategic uses of ambiguity can be successfully taught to undergraduates if appropriate and familiar examples are used. Print and electronic advertising offer the instructor an up-to-date, familiar, and abundant source of classroom examples. Market segmentation models such as the V.A.L.S. system developed by Arnold Mitchell and advertising techniques used to create manipulative messages about topics like the modern woman, an extraordinary automobile, or an exotic fragrance are all very useful in teaching these concepts which, while apparently simple at first glance, are revealed as complex in the course of in-depth discussion. For all three concepts, advertising examples developed as classroom examples can be used not only to facilitate lecture material but also as a basis for individual learning projects. (Suggested student assignments for each concept are included, as are 20 sources; market segmentation reports and advertisements discussed in the paper are attached.) (KEH)
Publication Type: Opinion Papers; Speeches/Meeting Papers; Guides - Classroom - Teacher
Education Level: N/A
Audience: Teachers; Practitioners
Authoring Institution: N/A