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Lisa Stewart

Figures of Rhetoric in Advertising Language - 9 views

  • the discipline of rhetoric was the primary repository of Western thinking about persuasion
  • The principal purpose of this paper is to contribute a richer and more systematic conceptual understanding of rhetorical structure in advertising language
  • Rhetoricians maintain that any proposition can be expressed in a variety of ways, and that in any given situation one of these ways will be the most effective in swaying an audience.
  • ...33 more annotations...
  • the manner in which a statement is expressed may be more important
  • a rhetorical figure occurs when an expression deviates from expectation
  • With respect to metaphor, for instance, listeners are aware of conventions with respect to the use of words, one of which might be formulated as, words are generally used to convey one of the lead meanings given in their dictionary entry. A metaphor violates that convention, as in this headline for Johnson & Johnson bandaids, "Say hello to your child's new bodyguards," accompanied by a picture of bandaids emblazoned with cartoon characters (from Table 2)
  • listeners know exactly what to do when a speaker violates a convention: they search for a context that will render the violation intelligible. If context permits an inference that the bandaid is particularly strong, or that the world inhabited by children is particularly threatening, then the consumer will achieve an understanding of the advertiser's statement.
  • every figure represents a gap. The figure both points to a translation (the impossibility in this context of translating "Say hello to your child's new petunias" is the key to its incomprehensibility), and denies the adequacy of that translation, thus encouraging further interpretation.
  • metaphors that have become frozen or conventional: e.g., the sports car that "hugs" the road.
  • an important function of rhetorical figures is to motivate the potential reader.
  • Berlyne (1971) found incongruity
  • (deviation) to be among those factors that call to and arrest attention.
  • "pleasure of the text"--the reward that comes from processing a clever arrangement of signs.
  • Berlyne's (1971) argument, based on his research in experimental aesthetics, that incongruity (deviation) can produce a pleasurable degree of arousal.
  • Familiar examples of schematic figures would include rhyme and alliteration, while metaphors and puns would be familiar examples of tropic figures.
  • Schemes can be understood as deviant combinations, as in the headline, "Now Stouffers makes a real fast real mean Lean Cuisine."
  • This headline is excessively regular because of its repetition of sounds and words. It violates the convention that sounds are generally irrelevant to the sense of an utterance, i.e., the expectation held by receivers that the distribution of sounds through an utterance will be essentially unordered except by the grammatical and semantic constraints required to make a well-formed sentence. Soundplay can be used to build up meaning in a wide variety of ways (Ross 1989; van Peer 1986).
  • Many tropes, particularly metaphors and puns effected in a single word, can be understood as deviant selections. Thus, in the Jergens skin care headline (Table 2), "Science you can touch," there is a figurative metaphor, because "touch" does not belong to the set of verbs which can take as their object an abstract collective endeavor such as Science.
  • For example, a rhyme forges extra phonemic links among the headline elements.
  • "Performax protects to the max," the consumer has several encoding possibilities available, including the propositional content, the phonemic equivalence (Performax = max), and the syllable node (other words endin
  • Because they are over-coded, schemes add internal redundancy to advertising messages. Repetition within a text can be expected to enhance recall just as repetition of the entire text does.
  • The memorability of tropes rests on a different mechanism. Because they are under-coded, tropes are incomplete in the sense of lacking closure. Tropes thus invite elaboration by the reader. For example, consider the Ford ad with the headline "Make fun of the road" (Table 2). "Road" is unexpected as a selection from the set of things to mock or belittle. Via
  • This level of the framework distinguishes simple from complex schemes and tropes to yield four rhetorical operations--repetition, reversal, substitution, destabilization.
  • s artful deviation, irregularity, and complexity that explain the effects of a headline such as "Say hello to your child's new bodyguards," and not its assignment to the category 'metaphor.'
  • The rhetorical operation of repetition combines multiple instances of some element of the expression without changing the meaning of that element. In advertising we find repetition applied to sounds so as to create the figures of rhyme, chime, and alliteration or assonance (Table 2). Repetition applied to words creates the figures known as anaphora (beginning words), epistrophe (ending words), epanalepsis (beginning and ending) and anadiplosis (ending and beginning). Repetition applied to phrase structure yields the figure of parison, as in K Mart's tagline: "The price you want. The quality you need." A limiting condition is that repeated words not shift their meaning with each repetition (such a shift would create the trope known as antanaclasis, as shown further down in Table 2).
  • the possibility for a second kind of schematic figure, which would be produced via an operation that we have named reversal. Th
  • rhetorical operation of reversal combines within an expression elements that are mirror images of one another.
  • The rhetorical operation of destabilization selects an expression such that the initial context renders its meaning indeterminate. By "indeterminate" we mean that multiple co-existing meanings are made available, no one of which is the final word. Whereas in a trope of substitution, one says something other than what is meant, and relies on the recipient to make the necessary correction, in a trope of destabilization one means more than is said, and relies on the recipient to develop the implications. Tropes of substitution make a switch while tropes of destabilization unsettle.
  • Stern, Barbara B. (1988), "How Does an Ad Mean? Language in Services Advertising," Journal of Advertising, 17 (Summer), 3-14.
  • "Pleasure and Persuasion in Advertising: Rhetorical Irony as a Humor Technique," Current Issues & Research in Advertising, 12, 25-42.
  • Tanaka, Keiko (1992), "The Pun in Advertising: A Pragmatic Approach," Lingua, 87, 91-102.
  • "The Bridge from Text to Mind: Adapting Reader Response Theory to Consumer Research," Journal of Consumer Research,
  • Gibbs, Raymond W. (1993), "Process and Products in Making Sense of Tropes," in Metaphor and Thought, 2nd ed
  • Grice, Herbert P. (1989), Studies in the Way of Words, Cambridge, MA: Harvard University Press.
  • Leigh, James H. (1994), "The Use of Figures of Speech in Print Ad Headlines," Journal of Advertising, 23(June), 17-34.
  • Mitchell, Andrew A. (1983), "Cognitive Processes Initiated by Exposure to Advertising," in Information Processing Research in Advertising, ed. Richard J. Harris, Hillsdale, NJ: Lawrence Erlbaum, 13-42.
christopherlee17

How Headlines Change the Way We Think - 0 views

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    This article talks about how headlines affect the way we think. This is speaking about headlines of news articles. Studies show that by drawing attention to certain details or facts, a headline can affect what existing knowledge is activated in your head. It explains how differently worded headlines can change what you remember when reading an article.
jgonzaga17

You Won't Finish This Article - 1 views

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    A study showing that most users only read headlines without actually reading the article was shown to be accurate. A satirical science news site hosted an article with the headlines "Study: 70% of Facebook users only read the headline of science stories before commenting". Though the story was shared over 50 thousand times, about only 40% of the time the link was clicked. This is interesting because this shows that we tend to rather comment on what we believe about a article from its headline, instead of its content.
kamailekandiah17

I LOVE Donald Trump - 3 views

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    I see that you are currently looking at this comment to see what the hell is wrong with me. But that was my goal: I got your attention. This article explains how headlines are so important in getting a reader's attention. It explains how the media uses rich vocabulary to draw you in so that you read their article. (Disclaimer: not a supporter of Trump)
Lara Cowell

Should We All Just Stop Calling 2016 \'The Worst\'? - 0 views

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    Some of the "2016 is awful" rhetoric might be about the way we all consumed the headlines this year. Amy Mitchell, director of Journalism Research at the Pew Research Center, says what we've been witnessing in news consumption trends over the last few years has changed us. "A lot of the shift to digital is presenting a news experience that is more mixed in with other kinds of activities," she says. "You don't necessarily go online looking for news each and every time. Somebody shares it, somebody emails it to you, somebody texts a link. And so many Americans are bumping into the news throughout the course of the day." Nikki Usher, a professor of media and public affairs at George Washington University, calls this recent phenomenon "ambient journalism," or "when you're constantly plugged in through social media and you're constantly online and engaged in some way." And that - that constant bumping into news and online discord, that constant engagement - over time, it becomes an assault. And, Usher says, besides that aggression of immediacy, a lot of the headlines we consumed this year, particularly about the election, pushed a certain narrative: a nation, and even a world, completely and disastrously divided, perhaps beyond repair. "Lots of crappy, bad things happen every year," she says, "but you aren't told over and over again that this just shows us how bad everything is."
Lara Cowell

How Fiction Becomes Fact on Social Media - The New York Times - 0 views

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    Skepticism of online "news" serves as a decent filter much of the time, but our innate biases allow it to be bypassed, researchers have found - especially when presented with the right kind of algorithmically selected "meme." At a time when political misinformation is in ready supply, and in demand, "Facebook, Google, and Twitter function as a distribution mechanism, a platform for circulating false information and helping find receptive audiences," said Brendan Nyhan, a professor of government at Dartmouth College (and occasional contributor to The Times's Upshot column). Why? Here are the key reasons: 1. Individual bias/first impressions: subtle individual biases are at least as important as rankings and choice when it comes to spreading bogus news or Russian hoaxes. Merely understanding what a news report or commentary is saying requires a temporary suspension of disbelief. Mentally, the reader must temporarily accept the stated "facts" as possibly true. A cognitive connection is made automatically: Clinton-sex offender, Trump-Nazi, Muslim men-welfare. And refuting those false claims requires a person to first mentally articulate them, reinforcing a subconscious connection that lingers far longer than people presume.Over time, for many people, it is that false initial connection that stays the strongest, not the retractions or corrections. 2. Repetition: Merely seeing a news headline multiple times in a news feed, even if the news is false, makes it seem more credible. 3. People tend to value the information and judgments offered by good friends over all other sources. It's a psychological tendency with significant consequences now that nearly two-thirds of Americans get at least some of their news from social media.
Lara Cowell

Keep Your Head Up: How Smartphone Addiction Kills Manners and Moods - 0 views

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    The problem of looking at our devices nonstop is physiological and social. The average human head weighs between 10 and 12 pounds, and when we bend our neck to use digital devices, the gravitational pull on our head and the stress on our neck increases to as much as 60 pounds of pressure. That common position leads to incremental loss of the curve of the cervical spine. Posture has been proven to affect mood, behavior and memory, and frequent slouching can make us depressed, according to the National Center for Biotechnology Information. The way we stand affects everything from the amount of energy we have to bone and muscle development, and even the amount of oxygen our lungs can take in. A study in 2010 found that adolescents ages 8 to 18 spent more than 7.5 hours a day consuming media. In 2015, the Pew Research Center reported that 24 percent of teenagers are "almost constantly" online. Adults aren't any better: Most adults spend 10 hours a day or more consuming electronic media, according to a Nielsen's Total Audience Report from last year. "Mobile devices are the mother of inattentional blindness," said Henry Alford, the author of "Would It Kill You to Stop Doing That: A Modern Guide to Manners." "That's the state of monomaniacal obliviousness that overcomes you when you're absorbed in an activity to the exclusion of everything else." Children now compete with their parents' devices for attention, resulting in a generation afraid of the spontaneity of a phone call or face-to-face interaction. Eye contact now seems to be optional, Dr. Turkle suggests, and sensory overload can often mean our feelings are constantly anesthetized. Researchers at the University of Michigan claim empathy levels have plummeted while narcissism is skyrocketing, with emotional development, confidence and health all affected
Lara Cowell

The 'Blue Wave' Midterms & the Limits of Metaphor - The Atlantic - 1 views

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    Metaphors are extremely useful things. They provide a common language-an agreed-upon shorthand-for truths that can be difficult to discuss in terms that are simultaneously broad and precise. It doesn't take a Lakoff or a Luntz to appreciate the power of shared metonyms, particularly as the country grapples with the results of an election that was a political embodiment of that well-worn Fitzgerald line: "The test of a first-rate intelligence is the ability to hold two opposed ideas in the mind at the same time, and still retain the ability to function." This election, in particular, featured many more than two oppositional ideas. The 2018 midterms were about voter suppression, which is also to say about robbing swaths of Americans of their constitutional rights, which is also to say about structuralized inequality. They were about enfranchisement and its opposite. They were about progress. They were about backlash. They were about women winning. They were about women losing. They were about compassion empowered, and racism rewarded, and hard work realized, and cruelty weaponized, and corruption unpunished. They were about hatred. They were about love. They were about history made. They were about history ignored. They were about American exceptionalism in the best sense and-at the same time-in the worst. How do you sum that up in a headline or a news article? How do you talk about it in neatly cable-newsed sound bites? The true answer is that you can't, and the even truer answer is that this is why it is necessary to have a flourishing and extremely diverse media ecosystem, so that a broadly coherent picture might emerge from the individual efforts-but the more practical and immediate answer is that you can try to use metaphors to summarize the situation. You can talk about waves, with their familiarity and their liquidity and their visual power, and you can talk about the color of your notional water, and the size and shape of the swell, and you
Lara Cowell

A Guide to Understanding Gender Identity and Pronouns : NPR - 0 views

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    Issues of equality and acceptance of transgender and nonbinary people - along with challenges to their rights - have become a major topic in the headlines. These issues can involve words and ideas and identities that are new to some. That's why we've put together a glossary of terms relating to gender identity. Our goal is to help people communicate accurately and respectfully with one another. Proper use of gender identity terms, including pronouns, is a crucial way to signal courtesy and acceptance.
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