E-portfolio

E-Portfolio


Welcome to my e-portfolio!  My name is Ryan McElroy and I am an International Politics major at Penn State University.  Starting out this year, my goal was to become a more effective and efficient communicator.  At the beginning of this semester, I had no public speaking experience.  I had only given one speech in my whole life.  While I had extensive writing experience throughout my educational journey, I still had many things that I needed to correct or refine to improve my writing even more.  Through this semester, I saw my writing and especially my speaking improve greatly.  Considering my aspirations to enter the field of politics and international relations, this year definitely provided valuable experience in terms of public speaking.  This year also gave me a new perspective of rhetoric, which is also important for someone intending to enter politics.  While most people look at rhetoric as a manipulative thing that politicians use to make the masses agree with their agenda, rhetorical speech goes far beyond that.  While politicians and speech writers are trained masters of rhetoric, it is important to see that it has an impact on each decision we make.  Rhetoric surrounds all of us in every moment of our lives.  The way we say something, the words we choose, and the body language we display in every conversation we have is an example of rhetoric.  No one realizes how important rhetoric in our lives.  Having the opportunity to explore and dissect rhetoric has not only given me more knowledge of this art, but also improved my use of rhetorical devices and speaking.  This year was one of new discoveries and experiences for me as I entered Penn State University and this included new experiences with public speaking and rhetoric in general.  Overall, it was a very rewarding experience for me academically.

Anti-Cigarette Ad

         This surgeon general anti-cigarette ad represents the change in public opinion when it comes to cigarettes.  The two cowboys are heading into the sunset, an obvious representation for cigarettes.  For the decades of the fifties and sixties, cowboys were often pictured in each cigarette company’s ads because they were seen as manly and tough.  This ad supposedly shows two of these cowboys, who miss their lungs because of the years of smoking.  The obvious color contrast gets the message of the advertisement across.  In the huge white letters, the cowboys complain about the effects of their years of smoking.  The two men are mere shadows, with no defined featured other than an outline of them with a cowboy hat on top.  The men are just a shadow of what they once were because of their smoking habit. The surgeon general’s office still uses their usual label at the bottom left of the ad, but it is small so as to not take away from the general effect of the scenic sunset and the two cowboys.  The literal embodiment of “riding off into the sunset” of course represents death, one of the possible effects of too much cigarette smoking.  It is a key for the advertisement to take what people used to associate with cigarettes and change it completely.  By using the common cigarette company symbol of the cowboys, the surgeon general places doubt into the minds of older smokers, who had once seen these same cowboys with smiles on their faces and cigarettes in their mouths.

Old Spice Does It Again

Old Spice once again shows one of the most random advertising campaigns ever.  In this ad, in ESPN the Magazine, you can see a girl eating an ice cream cone very seductively.  However, this has absolutely nothing to do with the product that Old Spice happens to be selling, which is their Red Zone body wash.  The text makes it a funny connection to the slogan “Keep it clean.”  The girl is attractive and, naturally, the viewer assumes that Old Spice is trying to say that, if you use their body wash, you can get girls like her.  Instead, Old Spice takes a different approach.  They attempt to get your mind out of the gutter with the next few lines.  So what that she’s hot?  She’s not trying to seduce you, she just likes ice cream and it’s hot outside.  There is no more simple answer than that.  It is interesting to see the size text in this ad also.  “Old Spice” is in huge letters across the bottom, it takes up almost triple the space as the picture of the actual product.  The explanation of the picture just above the Old Spice logo is the smallest text on the page, adding some irony into the whole ad.  The picture is the only spot where the actual product is mentioned, but Old Spice is selling their body wash off of the fact that it is from Old Spice, not that it is Red Zone body wash.  In the slogan, it is underlined and we can all guess what that means above the body wash.  Old Spice once again proves that it is not a normal men’s company, going for more irony and humor rather than the obvious sex appeal that most men’s deodorant and body wash companies go for. 

 

Look, I actually am not doing a Nike commercial for once.  I found this idea for an advertisement rather interesting.  McDonald's goes for the shock factor with their bold print.  The typical gold and red, which everyone can recognize as the McDonald’s colors, are in the shape of seemingly racist lines that are meant to catch the audience’s attention.  There is a reason that the golden arches are in the bottom right hand corner smaller than the writing.  It is not the center of this ad.  This is not a normal McDonald’s “I’m lovin’ it” advertisement.  This is an advertisement for a cause rather than a McDonald’s product.  McDonald’s lends its name to help fight prejudice.  The fast food chain wants people to stop discriminating in hiring by setting a very public example.  The much smaller print says how McDonald’s does not look at nationality when they hire.  However, they needed an eye-catcher to make sure people actually read the small print.  When one sees the golden arches combined with a racist statement, like the one in the bigger print on this ad, they know that they need to look further on the ad to find the purpose.  McDonald’s is using its worldwide fame to make a statement on a key issue in society.  It is especially advantageous for McDonald’s reputation considering that it is already known as the most worldwide corporation.  McDonald’s is utilizing their pull throughout this nation through a simple still ad with no pictures.  McDonald’s cuts right to the center of the issue rather than muddying it up with distractions.

"Become Legendary"

    

Once again, I am focusing on a Nike commercial, but there may not be a company as ingenious as Nike when it comes to advertising.  Nike is selling Michael Jordan’s brand of shoes, an actual line of products, for a change.  This commercial, entitled “Become Legendary,” features Jordan’s voice.  Jordan, being one of the most legendary athletes in sports history, seems like he is speaking for the younger people.  Just Jordan’s iconic voice keeps the viewer’s attention locked on the television.  His speech is adds to the intensity of this commercial.  His statements transcend sports, such as “I know what it is within me, even if you can’t see it yet.”  The commercial shows another case of Nike using a one on one style to make a connection with their audience.  The ad focuses only on faces and eyes, making the commercial personal.  The viewer feels as if they are in the mind of each face.    The serious faces once again ad to the impact of the intensity of the whole ad.  Also, Nike utilizes not only athletes but also normal people, who are supposed to represent all of the non-athletes.  Nike is once again trying to sell a lifestyle to every non-athlete.  Nike wants you to know that Michael Jordan supports your potential regardless of what you choose to do.  Nike always employs effective strategies in reaching an audience most sporting equipment companies can not reach.  This advertisement is another example of why so many non-athletes still proudly sport the “swoosh.”

State Patty's Day Dilemma

  

    This last weekend, as everyone probably knows, was State Patty's Day.  With all of the anti-State Patty's press over the last week, you would think that Penn State would just keep up with the sentiment.  However, instead of merely ignoring or discouraging the feast of State Patrick, Penn State charged event price parking.  So, in effect, the university said that State Patty's was a football weekend.  With all of the attempts to kill the unofficial student holiday, the school decided that it was appropriate to cash in on the opportunity.  This is a showing of conflicting rhetoric.  Which way should we view State Patty's Day?  Should we see it as the "event" that the university shows it is through their parking prices or the out of control drinking holiday that they try to force upon the students?  Penn State demonstrates a failure of rhetoric that gives students two different ideas of the way that they should respond to the idea of State Patty’s Day next year.  The constant intimidation that we saw through all of the Daily Collegian articles has been compromised by a menial showing of greed from the university.  The simple charging of a few extra dollars for a parking ticket sends a message that is tough to ignore, especially if you are a proponent of the fake holiday.  Whether you participate in the festivities on State Patty’s or not, it is easy to see why the fake holiday would continue based off of the mixed messages sent by the Penn State hierarchy.

Write the Future

Nike once again is selling the idea of an athletic lifestyle in this “Write the Future” commercial.  Nike, as in all of their ads, intends to not sell a specific piece of the equipment that they produce.  Instead, they want to sell their idea of sport to the world.  This commercial was released right before the World Cup, as Nike took advantage of the perfect kairos for an advertisement like this.  Nike not only wants to show off their equipment, but just show the World Cup.  They use some of the world’s most famous players so as to appeal to even the American lack of soccer knowledge.  Nike wants to show that sports, and in this particular case the World Cup, transcend the traditional ideas that most non-athletes or fans have.  Sports are a lifestyle in Nike’s eyes.  They use every player, especially Wayne Rooney and Cristiano Ronaldo, to show the effects every action in a game has on the world.  “Write the Future” itself is even a ploy to sell athletic success.  Nike wants people to feel the need for this success because every successful athlete starts with nice equipment.  Everybody knows that Nike can provide the equipment to make you that star athlete that has the world hanging on every single move you make on the field.  The commercial wants the viewer to believe that society is built around sports, which would make Nike’s products necessary for life.  Nike always does a great job of connecting life and sports, and this commercial is no different.  Nike appeals to the sense of wonder of the viewer, who sees the pure star power of the soccer players.  They want the audience to say to themselves, “Hey I can be that good if I get some Nike gear!” This is clearly not true, but Nike, as always, gets its point across. 

Nike's Courage Ad

            Nike is known for their slogan, “Just do it.”  Usually the company only shows big name athletes, who excel at their sport.  However, this advertisement is different.  Instead of sticking to the champions, Nike decides to use pictures of non-athletes, as well as animals, in an attempt to show the average consumer that Nike praises everyone that shows courage.  This commercial is fixed around the idea that “everything you need is already inside.”  Nike uses pictures of athletes, like Lance Armstrong and Kobe Bryant, to show the pinnacle of athleticism, but this Nike ad goes beyond the normal constraints of athleticism.  Instead, Nike finishes their commercial with the usual “Just do it” slogan over a double amputee sprinter.  This sprinter, Oscar Pistorius, is what represents the pinnacle of courage.  Nike uses the ethos of Pistorius to show the true meaning of “Just do it.”  Along the way are pictures of Lance Armstrong, another athlete who is always looked at for not only his dominance in sport, but his courageous battle against cancer.  Another key to this commercial is the pictures of different nerves and x-rays.  This is an obvious reference to the fact that all of the athletes in the commercial are, in fact, human.  Nike often suffers from the idea that they only appeal to athletes, when in fact their clothing and shoes are made for everyone.  The short camera clips serve the purpose of this ad.  The short cuts have become a staple of Nike commercials.  Also, the music choice, “I Got Soul But I’m Not a Soldier,” plays on the idea that, even though you are not an athlete, you have the ability to be one.  Nike uses this ad to extend the idea of “Just do it” to everyone, instead of just athletes.

The Most Interesting Man in the World

  
    Dos Equis now employs the most interesting spokesperson in the world.  As most beer company commercials do, Dos Equis tries to appeal to the manliness of their viewers.  This "most interesting man" is a random assortment of videos that does not go along with the narrator's lines.  The narrator’s words do not make sense, but they are not supposed to.  Videos of the man bringing up treasure from the ocean or him running from the fox hunters with a fox in his arms add to the legend of the Most Interesting Man.  With their spokesman, Dos Equis tries to display the class of their beer.  Just the beard alone draws on some of the ideas of the manliness and class.  The gray colored beard shows the wisdom and experience that every man wants.  Only the best of men get to drink Dos Equis according to the Most Interesting Man in the World.  Most beer commercials play on the younger man, who is just partying all the time.  Dos Equis goes with a completely different approach.  Their man sits in a dimly lit bar surrounded by both men and women, who seem to just be listening intently to his every word.  No bikinis, no football, just one man dressed in nice clothes, drinking his beer with friends. Even his catchphrase makes it seem like a mature and wise man’s beer.  “I don’t always drink beer, but when I do I prefer Dos Equis.”  This appeals more to the logos of most men.  Most guys are not drinking beer all the time, like the people in other beer commercials.  They want to be like the Dos Equis man: calm, cool and collected.  Dos Equis becomes more than just a beer with the addition of this “most interesting man in the world.”  Dos Equis represents a new lifestyle choice.

Jon Stewart Does Glenn Beck

Jon Stewart is known for his ability to turn rhetoric on the original speaker.  One of his most common victims is Glenn Beck.  In this video, Stewart uses Beck's own rhetoric and props to show the insanity of Beck's usual spiel.  Stewart's use of the absurd rhetoric not only inspires laughs, but also deeper thought into exactly what Glenn Beck really stands for.  The Daily Show host mocks the pundit's use of visuals and props.   The use of these props usually is one of Beck’s go-to moves when giving his discourse on his show.  Therefore, Stewart’s use of props not only gets the message that Beck should not be trusted across.  Jon Stewart’s ability to take a person who many people disagree with, like Beck, and turn him into a laughing stock is what keeps viewers attached to the Daily Show.  Stewart’s mannerisms and different tones of voice make the audience realize just how crazy the spiel sounds, accomplishing his overall goal.  Beck often uses fear to get his message across to his loyal viewers so Stewart decided to try to act like he was imposing fear into his audience.  No matter what your opinion of the Daily Show is, the one thing that Jon Stewart knows is his audience.  The people watching Stewart, who are typically Liberals, love to see him make fun of Conservatives.  There is no person targeted more often than Glenn Beck, who stands to be the opposite of Stewart’s Daily Show role.  Jon Stewart’s ability to not only give his own rhetoric but to criticize other’s use of rhetoric is what makes his show so effective.  This example of his destruction of Glenn Beck’s rhetoric shows this perfectly.

I Believe in Brothers

http://www.zshare.net/download/8604531736bb54ea/

State of the Union: The Tea Party Response

The Tea Party's response to President Obama's State of the Union address was an example of both rhetorical failures and a few successes.  The Bachmann speech was undermined by the off-center teleprompter that appeared to make the Minnesota Representative look to the left of the camera.  This just shows how the smallest of missteps can ruin any speech.   Michele Bachmann used visual evidence to bolster the idea that government spending has exploded.  However, the visuals got rather tacky when the pictures of the Constitution and the Capitol showed up in the background.  Bachmann’s speech was rather well written and well spoken, but the poor quality of the surroundings really hurt what she was trying to say.  Tea Partiers rallied around Bachmann’s claims and her graphs did help her argument, but I, for one, could not get over Bachmann’s off-line look.  Bachmann, who has proclaimed on the record to never use Teleprompters, clearly was reading her speech from the Teleprompter.  The Daily Show poked fun at Bachmann with Olivia Munn struggling to find the camera in her “correspondent rebuttal” of Jon Stewart’s jokes about the State of the Union beginning at 1:24 in this video. Also, there were the problems with some of the visuals.  The pictures of the Capitol and the Constitution really do not add to her message and turns off many viewers.  The Tea Partiers rally around the view of the rah-rah patriotic, fundamental Consitutionalism.  However, many Americans are not fans of what many people view as blatant propoganda.  Bachmann missed an opportunity to appeal to Americans beyond the Tea Party, without even having all that many speaking problems, proving that there is more to rhetoric that just speech.  Visuals and presence can be just as important to any speech.

Family Guy Rhetoric

There is no television show that uses as much rhetoric as Family Guy.  The show's creator, Seth McFarland, is clearly not a George W. Bush supporter.  Throughout the show, Bush is depicted having the intelligence and competence of an elementary school child.  McFarland puts twists on real events to get his point across.  For instance in this clip, Brian finds the former president hiding in a tree house instead of taking action to help the city of New Orleans after Hurricane Katrina.  Family Guy made Bush a recurring character in their flashbacks, which are a mainstay of the show.  McFarland uses his show to show his audience his views in a humorous way that sticks with those who watch it.  As a loyal Family Guy viewer, I can speak to that.  I can pretty much recall any of the flashbacks that make fun of different celebrities, in particular, the former president.  This obvious rhetoric actually has turned many viewers off from the show, who feel that it is more propaganda than comedy.  McFarland stands by his show’s political rhetoric and political incorrectness, even though he faces criticism from all angles.  Family Guy stretches real-life issues for many of the one-liners and flashbacks it uses to show McFarland’s opinions.  Family Guy is known for being a show that uses a lot of rhetoric to pass its opinions through to its audience, and there is no more evident use of that than with the criticism of George W. Bush.