Capstone Reflection

As an English Major student, I have learned many things throughout my four years at the Virginia Military Institute. Many people believe that an English degree only pertains to reading and writing. In fact, I get asked quite frequently what my plans will be after college with an English degree, as if to say that it’s irrelevant to finding a job. I’ve come to learn at VMI, however, that the English department teaches some of the most applicable and sought after skills for successful leaders in our world today. Being able to communicate clearly and effectively in any facet of life is often overlooked as a much needed skill. In my studies at VMI I have learned how to express myself across a wide variety of mediums, think critically with others, communicate ideas effectively, and  appreciate an understanding for cultural awareness. One assignment that showcases the skills that I have built as an English Major is my Senior Capstone project that I completed this fall. While the research paper that I wrote specifically explores the connection between Classical and Modern Rhetorical concepts, I believe that it serves as an excellent example for the cumulative skills I’ve learned during college.

One of the most challenging aspects of my semester long Capstone project, which resulted in a research paper, was the act of researching itself. As an English student I had written plenty of research papers before, but not to the degree of my final Capstone paper. Unlike the other papers that I had written previously, my Capstone project required me to incorporate a wide variety of scholarly sources both from the Classical period and in the Modern application of rhetoric. Over the course of writing my research paper I analyzed the AMC show “Mad Men” as a way to explain

and apply rhetorical principles discussed by ancient philosophers like Plato and Aristotle. During my research I reflected back on assignments that I completed in both Traditions of Rhetoric courses and in the Digital rhetoric course that I completed. For the most part, this is where I received most of the information about the Classical rhetorical principles that I discussed in my paper. However, I still needed to apply these concepts to rhetoric as practiced in the modern world. I knew that I wanted to use on of my favorite television shows, “Mad Men,” as a reference throughout my paper, but I was unsure how. To better understand material and sources that I could incorporate into my paper I was in contact with VMI’s research librarians throughout the course of the fall semester. Communicating with the librarians at Preston Library and my faculty advisor in the English Department helped me to better understand what to write about. Overall, the rigorous process of researching a difficult topic tested my abilities to multitask multiple assignments and areas of study, as well as communicate across different departments in order to accomplish a common goal. I will use these same skills as an officer in the United States Army and in my endeavors with any civilian job that I pursue. While difficult at times, the English Department at VMI has always expected my best work as a student. Putting the most effort to which I am capable of into any assignment will serve me well in the future.

The process of writing my final Capstone paper started well before this past semester. Actually beginning in the Spring of 2020, I first started the process of crafting the ideas that I wanted to research. Like any creative process, the ideas that I had in the Spring continually changed and shifted. By the end of the spring semester the general topic that I had landed on was not on the topic of rhetoric anymore, rather it was leaning farther into the discussion of ethics in commercial advertising. As I returned to school in the fall I quickly realized that this was not the topic that I wanted to explore in my Capstone paper. Changing my topic towards a focus on rhetoric forced

me to adapt as a student. In order to shift the focus of my paper I had to adapt my style of writing, my area of research, and reference material. Much like the research, this process was challenging as well. Throughout my efforts to change topics I was in constant coordination with both the course professor and my faculty advisor for the project. Colonel Knepper and Colonel McDonald were instrumental in helping me refine my efforts through their help over the course of the entire project. Overall, changing my topic taught me the importance of being flexible and adaptive in any situation as new information becomes available. Whether it be in the civilian workplace or in the military, very rarely do things ever go as according to plan. I understand now that remaining flexible and utilizing the proper resources available is the key to adapting to a challenging scenario such as my Capstone project.

Aside from the aspects of my Capstone paper that were difficult, my favorite part about this project was the opportunity it gave me to express myself. To include changing my topic this fall, through the entire process of writing my Capstone paper I was encouraged to write with my own style and voice. One of the things that I most proud of about my paper is the structure and style that it conveys. I was initially nervous that as I would start incorporating scholarly sources that it would lose the personal perspective that I wanted. However, through the help of my peers and professors the paper was able to keep the relatable tone that I intended it to have. As a guide to rhetoric, the vision I had for my audience was future English majors and students. With a causal tone I felt that it would be much easier for my readers to understand the lofty concepts set out by ancient rhetoricians.

Overall, my Capstone paper was a very challenging project, but ultimately one that was fulfilling. Through the process of researching and writing my Capstone paper I had the opportunity to test the skills that I learned over my college career as an English major. Specifically, the biggest skills that I utilized in this project were communication, analysis of literature, and adapting through critical thinking. Just as they helped me succeed in my Capstone project, they will also serve me well in the Army and in my civilian career path. Outside of college the ability to communicate clearly and effectively with people in any capacity is an essential skill in order to succeed. In both the military and civilian jobs, being able to analyze different pieces of information concurrently is also extremely practical. Finally, the ability to think critically and adapt to difficult environments and situations is beneficial in all aspects of life. Over the four years that I have spent studying as an English major I have continued to practice and build these three skills, among others. I am fully confident that upon graduation I will be prepared to succeed in whatever I chose to do.

English Major Showcase

English Major Showcase:
Kirk Ring. Virginia Military Institute. May 4, 2020
Advisor: Colonel McDonald

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1. “Rhetorical Practice in Applied Mathematics” ERH 202W- Rhetoric
I wrote this essay as a part of Modern Rhetorical Traditions. In this essay I discuss the rhetorical elements that can be found within Mathematics. This was the first essay that really struck me as liking the study of rhetoric. This essay was very challenging and was suggested to me by Colonel McDonald. When first suggested I hadn’t the slightest idea how I would be able to make a connection between Math and Rhetoric! But through the right research and analysis I was able to write the paper. Being able to find rhetoric in almost anything, especially now a days, was part of the inspiration for my capstone project.

Rhetoric in Applied Math

2. “iPhone Ad Essay” ERH 221W- Creative
In this essay I discuss and explore the different elements found within a particular iPhone advertisement. This was among the enjoyable assignments that I’ve completed as an English major. This paper gave me the freedom to analyze and interpret the tv commercial however I saw fit. This paper also allowed me to think and write creatively about something very objective. Assignments such as this have definitely played a role in my path towards my current capstone research project. During my research towards my capstone I will definitely reflect on the skills that I learned and practiced in this course.

Apple iPhone Ananlysis

3. “Literacy Technology” ERH 221W- Disciplinary Terminology
This essay discusses the various forms of technology used in literacy, specifically the cellphone. In this essay I discuss not only the cellphone plays an integral part in communication, but I also display a variety of English disciplinary terminology. Part of this essay referenced research from another scholar which required that I understand some advanced language and concepts that he discussed. Essays such as this will be good references in my capstone project and a reminder to not shy away from disciplinary terminology. While not completely related to my capstone research topic, this essay is a good example of a time when I referenced research from another scholar.

Literacy Technology

4. “Too Much Freedom?” ERH 207W- Ethics
In this essay I demonstrate an understanding for ethical principals such as Mills Harm Theory. In this essay I discuss Mill’s theory and how it relates to utility and the concept of self-benefit. This paper is good example of a time where I analyzed literature surrounding ethical concepts. While my capstone paper does not surround the idea of an ethical question, there will be some principles discussed in advertising. Having a strong foundation in ethics will help me when exploring the ethics behind manipulative rhetoric in advertising. Ethical terminology and discussion is much different than most literature, however, relates heavily to the study of rhetoric. I will be integrating both in my capstone research project.

Too Much Freedom

5. “Frankenstein Reflection” ERH 205- Reflection
In this reflective essay I discuss the readings and lessons learned in British Literature while reading the novel Frankenstein by Mary Shelly. In this culminating essay, I showcase everything that I learned during that unit by incorporating many different elements. This is essential to my capstone research project because I will be displaying my findings and work in a similar fashion. Being able to culminate a long period of work, with many different aspects, is necessary for a successful capstone project. Fortunately, I have practiced such skills in many English courses in the past as displayed in this paper.

Frankenstein Reflection

Literature Review

Literature Review
Kirk Ring. Virginia Military Institute. May 4, 2020
Advisor: Colonel McDonald

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Research Topic:
The question of manipulative advertising has been widely discussed, with scholars such as David Glen Mick and Edward McQuarrie exploring the manipulation of rhetorical resonance within modern advertising. However, these perspectives have not adequately addressed the issue of companies taking advantage of global problems in advertising for their own benefit. My paper addresses the issue of this rhetorical exploitation with special attention to endangered wildlife. In my project, I will examine Coca Cola’s “Arctic Home” campaign and related case studies, in order to show how Coca cola corporately profited from the plight of the polar bear. By closely examining the “Artic Home” ad campaign, this project sheds new light on the rarely acknowledged issue of social responsibility vs profits.
Research Questions:
What is the difference between manipulative and persuasive advertising?
What is/was Coke’s strategy behind picking the polar bears their commercials?
Is there exploitation of polar bears acceptable because of their partnership with the WWF?

Research Method:
While researching this topic I will use an array of sources to help fully illustrate this problem. I plan on taking multiple approaches to this issue such as those from an ethical standpoint vs strictly business. There are plenty of case studies and articles written on Coke’s marketing operations that I will research and reference in my paper. While social media is a new and upcoming source for research and survey, my concentration will remained focused on television commercial advertising.

Annotated Bibliography:
1. “The Difference Between Persuasion & Manipulation.” Hoffeld Group, 4 Feb. 2019, www.hoffeldgroup.com/the-difference-between-persuasion-manipulation/.

This paper discusses the vast difference between persuasion and manipulation through different elements. This paper will ultimately be helpful to reference when thinking about the difference in manipulative rhetoric.

2. “’Arctic Home’ Generates over $2 Million in Donations for Polar Bear Conservation.” WWF, World Wildlife Fund, 18 Apr. 2012, www.worldwildlife.org/press-releases/arctic-home-generates-over-2-million-in-donations-for-polar-bear-conservation.

This article was found on the World Wildlife Fund website. This page gives an explanation of the partnership between Coke and WWF. This page also accounts for how much money Coke donated to the WWF as a part of this ad campaign. I will examine this article when comparing Coke earnings from the Artic Home campaign with how much they donated to WWF.

3. “‘Arctic Home’: Polar Bear Conservation – Coca-Cola UNITED.” Coca, 24 May 2018, www.cocacolaunited.com/blog/2012/06/05/arctic-home-polar-bear-conservation/.

This article was published by Coca Cola bottling company in Alabama. This article discusses the same thing that the prior source talked about; however, this is from a Coke affiliate. While writing my paper I will compare the two sources to compare language and facts from the two organizations.

4. Frazier, Mya. “Should the Polar Bear Still Sell Coca-Cola?” The New Yorker, 2014, www.newyorker.com/business/currency/polar-bear-still-sell-coca-cola.

This article discusses the manipulative rhetoric and advertising that Coke may have used in their pursuit of a successful ad campaign. This will be extremely helpful to reference when writing my capstone paper. Aside from a strong opinion, this news article also gives ample amount of support and facts that I’ll be able to explore as well.

5. Oldford, Scott. “Manipulation in Marketing: How It’s Used, and How to Use It Ethically.” Entrepreneur, 29 Oct. 2018, www.entrepreneur.com/article/321611.

This article discusses the different ways and strategies that big companies use when targeting people to buy their product. This article goes in depth to explain the behind the scenes of manipulative advertising. I will reference this article while determining forms of manipulative rhetoric is Coke’s commercials.

6. Talbot, Paul. “Inside Coca-Cola’s Marketing Strategy.” Forbes, Forbes Magazine, 26 Apr. 2019.www.forbes.com/sites/paultalbot/2019/04/26/inside-coca-colas-marketing-strategy/#dd3531412801.

This article gives a very professional overlook into the marketing strategy that Coke uses in its advertising. I will trust this source when referencing the operations and mindset that Coke has with its marketing. This article, unlike some of the previous, is not so swayed toward manipulation. Instead, this article looks at Coca Cola from a professional business approach, which is practical to discuss in my paper.

Capstone Proposal

Capstone Project Proposal
Kirk Ring. Virginia Military Institute. May 5, 2020
Advisor: Colonel McDonald
___________________________________________________________________

Background:
In this project I would like to expand upon the learning I did as a part of the courses Modern Rhetorical Traditions and Digital Rhetoric. Both classes placed a heavy emphasis on the importance of rhetorical practice in the modern era along with studying different approaches to analyzing rhetoric. While taking these courses it was common to study commercials and advertising as lessons to better understand modern rhetoric in action. Breaking down the individual elements of a commercial or advertisement taps into the creative side of the English discipline which I love so much. This project will incorporate the elements of analysis and rhetoric to create a behind the scenes look into the perspective of commercial advertising. Through research in the fields of advertising and rhetoric, I will be able to better answer the question of whether or not Coca Cola’s “Arctic Home” campaign employed manipulative rhetoric in order to succeed.

Proposal Abstract:

The question of manipulative advertising has been widely discussed, with scholars such as David Glen Mick and Edward McQuarrie exploring the manipulation of rhetorical resonance within modern advertising. However, these perspectives have not adequately addressed the issue of companies taking advantage of global problems in advertising for their own benefit. My paper addresses the issue of this rhetorical exploitation with special attention to endangered wildlife. In my project, I will examine Coca Cola’s “Arctic Home” campaign and related case studies, in order to show how Coca cola corporately profited from the plight of the polar bear. By closely examining the “Artic Home” ad campaign, this project sheds new light on the rarely acknowledged issue of social responsibility vs profits.

Annotated Bibliography:

1. “The Difference Between Persuastion & Manipulation.” Hoffeld Group, 4 Feb. 2019, www.hoffeldgroup.com/the-difference-between-persuasion-manipulation/.

This paper discusses the vast difference between persuasion and manipulation through different elements. This paper will ultimately be helpful to reference when thinking about the difference in manipulative rhetoric.

2. “’Arctic Home’ Generates over $2 Million in Donations for Polar Bear Conservation.” WWF, World Wildlife Fund, 18 Apr. 2012, www.worldwildlife.org/press-releases/arctic-home-generates-over-2-million-in-donations-for-polar-bear-conservation.

This article was found on the World Wildlife Fund website. This page gives an explanation of the partnership between Coke and WWF. This page also accounts for how much money Coke donated to the WWF as a part of this ad campaign. I will examine this article when comparing Coke earnings from the Artic Home campaign with how much they donated to WWF.

3. “‘Arctic Home’: Polar Bear Conservation – Coca-Cola UNITED.” Coca, 24 May 2018, www.cocacolaunited.com/blog/2012/06/05/arctic-home-polar-bear-conservation/.

This article was published by Coca Cola bottling company in Alabama. This article discusses the same thing that the prior source talked about; however, this is from a Coke affiliate. While writing my paper I will compare the two sources to compare language and facts from the two organizations.

4. Frazier, Mya. “Should the Polar Bear Still Sell Coca-Cola?” The New Yorker, 2014, www.newyorker.com/business/currency/polar-bear-still-sell-coca-cola.

This article discusses the manipulative rhetoric and advertising that Coke may have used in their pursuit of a successful ad campaign. This will be extremely helpful to reference when writing my capstone paper. Aside from a strong opinion, this news article also gives ample amount of support and facts that I’ll be able to explore as well.

5. Oldford, Scott. “Manipulation in Marketing: How It’s Used, and How to Use It Ethically.” Entrepreneur, 29 Oct. 2018, www.entrepreneur.com/article/321611.

This article discusses the different ways and strategies that big companies use when targeting people to buy their product. This article goes in depth to explain the behind the scenes of manipulative advertising. I will reference this article while determining forms of manipulative rhetoric is Coke’s commercials.

6. Talbot, Paul. “Inside Coca-Cola’s Marketing Strategy.” Forbes, Forbes Magazine, 26 Apr. 2019.www.forbes.com/sites/paultalbot/2019/04/26/inside-coca-colas-marketing-strategy/#dd3531412801.

This article gives a very professional overlook into the marketing strategy that Coke uses in its advertising. I will trust this source when referencing the operations and mindset that Coke has with its marketing. This article, unlike some of the previous, is not so swayed toward manipulation. Instead, this article looks at Coca Cola from a professional business approach, which is practical to discuss in my paper.