This rhetorical analysis summarizes an advertisement for Australia Post. The ad uses pathos to encourage letter writing by stating "If you really want to touch someone, send them a letter." It aims to increase reliance on postal services by highlighting the emotional impact of handwritten letters compared to digital communication. The intended audience is Australians aged 15-35, specifically those in long-distance relationships. The ad leverages the emotional appeal of letters but keeps the design simple to reflect the simplicity of correspondence.
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In this reading, Stuart Hall firstly points out that popular culture is linked to ideas of tradition, this is because popular culture is constantly being changed by the masses who push out one popular idea in favour of another over a given period of time.
He continues by mentioning that these changes are vital to the complete study of popular culture as popular culture is 'the grounds on which the transformations are worked'.
Land Rover The First 60 Days 2010 Case StudyBen Bloom
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In this reading, Stuart Hall firstly points out that popular culture is linked to ideas of tradition, this is because popular culture is constantly being changed by the masses who push out one popular idea in favour of another over a given period of time.
He continues by mentioning that these changes are vital to the complete study of popular culture as popular culture is 'the grounds on which the transformations are worked'.
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The First 60 Days" was a Land Rover initiative to redefine the on-boarding experience for new vehicle owners. The redesigned, multichannel "Welcome" program increased customer engagement as well as a key industry metric for customer satisfaction.
Communication is an integral part of daily life. It is also very important in health care setting. This presentation will explain the basic concepts related to communication in health care setting.
· We are looking for a place (a wordphraseline) in the text· W.docxoswald1horne84988
· We are looking for a place (a word/phrase/line) in the text
· We are conversing with:
· The author of the text
· The readers of the text
· People who might be interested in the topic
· Culturally neutral pre-writing questions--- who is the author writing to?
· The readers of our writing
· Don’t write to me!
· Culturally neutral pre-writing questions
· Decide who we’re writing to before we get started!
· Fascinates
· Amaze
· Something very interesting
· Shocks
· Surprises you very much
· Sometimes good, sometimes bad
· Can be a violation of your morals, and deeply offensive
· Can just be a ‘holy crap! That happened!’ moment
· Perplexes
· Makes you very confused/puzzled
· Don’t agree with--can’t quite figure out how everything fits together/doesn’t make sense
· Maybe someone is lying and you can’t figure out why they would say such a thing
· When I don’t know much about the subject, and the author gets into detail about it
· When the author intentionally uses difficult words/writes in an old fashioned way
· When the author goes off topic and it’s hard to see how things are connected
· Something odd that doesn’t seem to belong
· Ideas/stuff from unrelated cultures
· Gap
· Space between things-- something that should be there is missing
· When someone goes off topic, why are they doing so?
· Some explanation of things is missing in the text that is necessary to understand another part
3. Sometimes we consider it worth it to track down this information and start a whole new hobby or area of inquiry in our lives
. Tension
8. Stretched tight, mental or emotional strain
8. The author is too tight in their definition/opinion and doesn’t make space for other ways of dealing with things
8. The author only entertains their own narrow worldview
8. The author is overly negative and doesn’t consider the positive
8. Sometimes someone is trying to keep everything in line to show us a specific perspective or message, but that wasn’t the right choice and so not everything fits together quite right.
. Ambiguity
9. unclear or inexact because a choice between alternatives has not been made.
9. open to more than one interpretation; having a double meaning.
9. We have to make a choice
9. Call the author out on not making a choice
9. Discuss why the author may have resisted making a choice
9. Explain what we found ambiguous- and what we can learn from that ambiguity
. Difficulty
10. Struggle- for meaning, for context, for specific answers, cultural differences and how hard they can be to understand
10. Style of writing
10. Find a place you didn’t understand and…
3. First, point out the difficulty
3. Say what you do understand
3. Say what you don’t understand
3. Fill in what you don’t understand
3. Be curious about everything
Interesting place:
“Least Force Necessary”- the Wall of Shame (this was punishment for people who used more than the least force necessary, a memorial to their stupidity)
“Implications of Doves”-- Sundown
Similarities--- difficult to write a.
Learn about, communications basics, the value of good communication skills, factors inspiring communication, the art of dynamic communication and practical guide to communication
2. AUSTRALIA POST
• Australia's
Government owned
postal service
• Collects, processes
and distributes
letters throughout
Australian and to
other countries
overseas.
3. “ If you really
want to touch
someone, send
them a letter. ”
4.
5. GRANT DAVIE IDENTIFIES
FOUR CONSTITUENTS IN
RHETORICAL SITUATIONS:
EXIGENCE, RHETORS,
AUDIENCES, AND
CONSTRAINTS.
6. EXIGENCE
Grant-Davie defines exigence as:
“ problem or need that can be addressed by communication” and
“what the discourse is about, why it is needed, and what it should accomplish”
(Rhetorical Situations and Their Constituents)
Exengencies found in ad:
• Increasing reliance on technology for to communicate (texting,
calling, email, social media, ect.)
• Neglect of writing letters to communicate.
• Post offices are becoming obsolete, workers losing jobs.
• Youth unaware of how to correctly write and send a letter.
7. RHETOR
“Those People, Real or Imagined, Responsible for the
Discourse and Its Authorial Voice” (Rhetorical Situations and Their Constituents)
• Ad originally found in a defense force magazine.
• Other ads like it were run in different magazines leading up to
Valentine’s Day.
• One version came out around time of Mother’s Day.
• Created by M&C Saatchi Sydney, one of Australia's largest and
most successful Marketing Agencies.
• Imagined rhetor: Australian Post
8. AUDIENCE
Defined by Laura Carroll “those who are the (intended or unintended) recipients of the
rhetorical message. The audience should be able to respond to the exigence” (Backpacks
vs. Briefcases)
Primary Audience:
• Citizens of Australia
• Males and females ages 15-35
(who may not often think to write a letter)
• Specifically long distance relationship where such form of communication
would be necessary.
• Military girlfriends/ boyfriends
Secondary Audience:
• Older citizens of Australia who may have neglected letter writing as a form
of communication.
9. CONSTRAINTS
“All Factors In The Situation, Aside From The Rhetor And The Audience, That May Lead
The Audience To Be Either More Or Less Sympathetic To The Discourse, And That
May Therefore Influence The Rhetor's Response To The Situation” (Grant-davie)
Negative Constraints:
• Many young people may not know how to
properly write and send out a letter.
• Mail is often slow and post offices may be closed
on certain days, slowing down the communication
process.
• May not have access to a mailbox.
Postive Constraints:
• Sending a letter is often cheaper than
• a text/ phone call.
• Receiving a letter is always a great feeling.
10. PURPOSE
"rhetorical discourse comes into existence as a response to situation,
in the same sense that an answer comes into existence in response
to a question, or a solution in response to a problem”
• To encourage the use of the Australian Post as a service to out
letters to loved ones.
• Express how much emotion can be locked inside a hand written
letter.
• Show the difference of receiving a letter vs. an email, text
message, ect.
13. LOGOS
Argument From Reason, Usually Appeals To An Audience’s Intellectual Side.
(Carroll, Backpacks Vs. Briefcases)
Results from a study done by: Catherine E. Mosher And Sharon Danoff–
burg “Health Effects Of Expressive Letter Writing”
(University at Albany, State University of New York)
• Undergrad college students told to write an expressive letter.
• Studies found enhanced physical and psychological well–being,
reduced illness symptoms, relief of stress and anxiety.
14. PATHOS
Argument That Appeals To One’s Emotions
• Pathos is the main tool used in
this ad.
• So many emotions can be
expressed in a hand written
letter, and so many emotions can
be felt from reading one.
• “If you really want to touch
someone, send them a letter”
(the best way to make someone feel
loved or to express your feelings is
in a hand written letter.)
15. ETHOS
The Credibility Of The Writer
• The rhetor displays ethos by the phrase at the
bottom matching up to the emotion depicted on
the lady’s emotion on her face when she is
being “touched by the letter”
• Her expression on her face shows a genuine
sense of comfort and happiness.
• Displays that writing a letter can “literally”
touch someone.
16. A CLOSER LOOK AT THE AD :
THE TEXT.
• Writing a letter, can bring emotion to someone that can’t be
achieved through other forms of communication.
• The most effective way to depict your emotion.
17. A CLOSER LOOK AT THE
AD :
THE FONT
• Written in a simple common font.
• Not italicized, bolded or underlined.
• Can be compared to writing a letter- same way nothing fancy
such as technology is needed to communicate effectively.
• Fancy font, or emphasis is not necessary to depict message.
18. A CLOSER LOOK AT THE
AD :
FONT COLOR/
BACKGROUND.
• White font pops against the red background.
• The red background stands out against the mostly white
background of the ad.
• Also goes along with the theme of the simplicity of the message
compared to the simplicity of a letter.
19. A CLOSER LOOK AT THE AD :
THE IMAGE.
• The image used in this ad evokes emotional
appeal in the audience.
• A young girl is feeling literally “touched” by
the letter she received from her significant
other.
• The letter is literally reaching out an touching
him as her boyfriend is actually there with
her.
• Handwritten letters have this ability as
opposed to a text or email.