An Author's Credibility In The Academic Discourse Community
The academic discourse community has certain expectations about an argument which make the work convincing and credible to members of the community. Before the work is even considered however, the community has expectations of the author. The author must fulfill these expectations in order to be considered credible or convincing. Some general criteria for an author in the academic discourse community include having a voice in the work, credentials and experience that make him or her qualified to write on the subject, a sense of professionalism about them shown in the tone and diction of the work, and a balanced view of all sides of the issue. In the case of author Damien Cave and his article "On Sale at Old Navy Cool Clothes for Identical Zombies!" and John E. Calfee with his article "How Advertising Informs to Our Benefit" one can see the difference between an author who fulfills the academic discourse community's expectations and one who does not. While Damien Cave can be persuasive in some communities, neither he nor his writing is credible to the academic discourse community because he lacks the qualities that this community values in an author.
One important trait that the academic discourse community looks for in literary work is a strong voice on the part of the author. In a community where independent thought and intelligence is highly valued, no one wants to hear someone summarize another's thoughts. Here, it is the author who should be somewhat of an expert on the subject matter and so the author should have the predominating voice in the work, not his sources. Cave makes two errors in this regard. First, he does not state the side of the argument that he ...
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...ds a less prompted feel to his work ("AEI's Organization"). Although Calfee's article is not one hundred percent neutral and free of bias, it is much more fair and balanced than Cave's article, making it much more credible to the academic discourse community. On the whole, Damien Cave and his work would be least persuasive to the academic discourse community because he lacks qualities that would make him credible to this community.
Works Cited
Calfee, John E. "How Advertising Informs to Our Benefit." Consumers' Research Magazine. (April 1998). American Enterprise Institute. 1 Jan 2000 .
Cave, Damien. "On Sale at Old Navy: Cool Clothes for Identical Zombies." What Matters in America: Reading and Writing About Contemporary Culture. Ed. Gary Gosharian. New York: Pearson Longman, 2007. 24-29.
Is advertising the ultimate means to inform and help us in our everyday decision-making or is it just an excessively powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village are exposed to increasing number of advertisement messages and spending for advertisements is increasing accordingly.
Advertising is a $125 billion industry that attracts the attention of the public. Advertising is used as a tool of persuasion in television, magazines, radio, billboards, and in-store displays. The incredible amount of money, artistic ability, and intellectual energy spent on advertisements helps us understand the great power of the media and the advertiser's ability to control their viewers.
Swales has provided a technique known as Create a Research Space (CARS) in order to give readers of academic journals the ability to recognize key points and to understand what is being conveyed to them in three moves. These three moves are are establishing a territory; establishing a niche; and occupying a niche. Thonney states that no matter what the discipline, there are general writing techniques that are applicable across the board. To verify her point she analyzed randomly selected articles from different disciplines ranging from “American Journal of Community Psychology” to “Proceeding of the Institution of Mechanical Engineers”. From this analysis, she concluded that there are six standard techniques applicable to all academic journals .The two techniques explored are that writers emphasize evidence, often in tables, graphs and images and those academic writers adopt a voice of authority. This paper will use Swale’s CARS and two conventions described by Thonney in order to
Cave, Damien. “On Sale at Old Navy Cool Clothes for Identical Zombies.” Mirror on America Essays and Images from Popular Culture. Bedford/St.Martin’s.2012, p.268-274 Print.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
Machosky, Michael. “Zombies Keep Shuffling along in Popular Culture.” Pittsburg Tribune Review 5 Oct. 2009: n. pag. Student Resource Center Gold. Web. 16 Dec. 2009.
Sutherland, Max. Advertising and the Mind of the Consumer. St. Leonards: Allen and Unwin, 1993.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
Goldman, R. & Papson, S. Advertising in the Age of Accelerated Meaning. In Schor, J.B. and Holt, D.B. (eds.). (2000). The Consumer Society Reader. (pp. 81-96). New York: The New Press.
O’Sullivan, Geremiah. “The Social and Cultural Effects of Advertising.” N.p., n.d. Web. 14 Mar. 2014.
In the process of advertising, there are sundry techniques that are applied that may either establish positive or negative effects to the products. Some of the aspects that make an advertisement to be taken negatively by the consumers is that it is to be believed to be economically improvident; and on the gregarious aspect, it provides the little truth about a certain product. All these aspects are the few examples of the aspects of advertisement that render it to being negative to the society. The culled advertisement of mine was pristinely run during Super Bowl XLVIII between the American Football Conference (AFC) champion Denver Broncos and National Football Conference (NFC) champion Seattle Seahawks. The date that the advertisement was
Zyman, S. and Brott, A. (2002). The End of Advertising As We Know It, Hoboken, NJ: John Wiley, Page 9, Page 10, Page 19
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.