May 2020

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.