A Sponsored Generation Like

Buenos Dias mis amigos,

As one can probably discern my level of desperation for finding new ways of saying ‘hello’ has sunk to a depth so low of I have resorted to using the means of other languages. On the flip side however, I am making use of code switching #unit1isstillrelevant. I hope my use of colloquial speech isn’t misinterpreted, as it is just a creative way to remain relevant and interesting.

Interestingly enough, the idea of staying relevant and interesting is one of the key issues of this post however before I jump the gun its time for the new WOW word. The word “insinuate” describes a hint or implicit suggestion usually underlined with a negative or unpleasant connotation. An example of this would be if someone were to insinuate that these segments of mine are superfluous, harboring no real value, which of course would be a load of poppy cock.

The topic of this blog post pertains to a documentary watched earlier today. Aptly titled, “Generation Like,” this non-fictional narrative delves into the untold story of marketing present within social media and how we as consumers are subconsciously catalysts of this. The documentary itself was extremely interesting, gripping my attention, which is something that many documentaries have failed to do resulting with my head making contact with the desk and a following 40 minutes I cannot recall. This documentaries however rather than bringing me to a realization that brings me to offense adversely leads to appreciate the cunningness of advertisers and the sheer brilliance of their techniques. In response to this I have chosen to a write a response to the prompt, “Do you believe that today’s YouTube stars are being exploited or empowered?”

A thought-provoking question, this prompt elicits much discussion as it not being a polarized issue allows for spirited debate (which I encourage in the comments). The documentary itself showcased this through famous YouTube star, Tyler Oakley. A star I myself have little familiarity with; I found it interesting to see his progression from just starting on YouTube to where he is today. Now in terms of whether or not someone like him has been exploited or empowered as a result of this new form of subliminal advertising is entirely subjective. For example in my opinion if he as an individual can do what he loves which is vlog about his musings and life, while also endorsing products along the way I believe there is no harm done but instead the complete opposite as he gains more money. Tyler was even quoted saying that his audience would be able to see right through him if he were to ever intentionally push a product with the sole agenda being to endorse it. However on the flip side, the endorsement of products to gain sponsorship from companies and make extra money can be negatively received as thus resulted in the coining of the term, “sell out.” Described as ‘a betrayal of one's principles for reasons of expedience,’ this is the case for any YouTube star who would compromise of their character and the persona they had in their initial years just for the sake of money. This being said the terms empowered and exploited are two opposite yet not completely antithetical terms as they can be found in varying degrees within the same situation. For example, yes one is exploited when he is consciously or even subconsciously promoting another company’s product yet can be simultaneously empowered as the money they receive allows them to support their channel allowing them to better the quality of their videos. Fan responses towards many YouTube stars who have gone down this path have been ambivalent however everyone is just doing what they can to stay relevant and on top.

On a side note there is a brilliant TV show that captured the essence of this reality and depicted it comically in a way every language enthusiast can enjoy. This of course courtesy of the child friendly TV show, South Park broadcast on Comedy Central, Wednesday Nights! I think I can classify myself as a star now as I have just endorsed a product! Anyway the episode is the most recently released addition to the ongoing 19^th season, titled “Sponsored Content.”

Till next time feliz navidad!

Sterotypical Existential Post on Stereotypes

"My Hearts a Stereo, it beats for you so listen close hear my thoughts in every no-o-o-te." The preceding sentence is of no actual relevance to this post other than that of the "Stereo" was my sorry excuse of an intro as I have unfortunately run out of quippy ways to say, 'Hi.'

Alas I digress as it is time for a segment that will never run out, and that is the WOW word of the day. The English language though not limitless is finite, however that being said it is still rife with enough words to span my entire lifetime. In fact there is an approximated 1, 025, 109.8 words in the English language (An estimate made by the Global Language Monitor), #themoreyouknow. I don't even know what the .8th of a word is but I'm still amazed by the sheer number of words that define this complex yet free language that is not privy to any specific sect of people. That being said this posts word of the day comes courtesy of a nifty new app I downloaded and it is "Irascible." The word describes exactly what I am when I don't get enough sleep or when I feel burdened with numerous amount of superfluous tasks. Similar to previous entries within this illustrious bit, the word is akin to other words such as 'truculent' and 'belligerent,' and by its literal meaning describes a person having or showing an tendency to be easily angered. An example of this would be, "The woman as a result of her irascible disposition turned to yoga as a source of relief." The aforementioned sentence was by no means a stereotypical generalisation of women as I myself am a keen feminist.

However speaking of stereotypes, a topic that been an integral and underpinning quality of our unit study of advertisements  is in fact stereotypes. A ploy used by many Advertising agencies when marketing to different cultures and races stereotypes are a widely controversial issue that in the media has garnered a lot of heat. However my view on it and its use in persuading consumers is one that is entirely equivocal as whatever I imply can be misconstrued therefore making it much wiser for the reader to infer for themselves. The idea of stereotypes entails a sweeping generalisation by which an entire group of people can be associated. This is present for both cultures, race and gender. Opinions on many of these stereotypes are subjective as some view them in good humour while others perceive them to be blatantly offensive. For example an Indian stereotype would be the alleged proficiency all Indians are privy to with computers. A use of this in the media and specifically advertising would be if I creatively compared to the 'Help' bar of a computer to that of the services of an Indian IT guy. Other commonly found stereotypes include Jews and change, men and hard-work, women and there inherent belonging in the kitchen in addition to the the act of terrorism being made synonymous to that of an Arab ethnicity. My view on this as stated is conditional as when used appropriately without crossing any cultural boundaries, the use of stereotypes can be very effective. For example an ad I remember watching growing up showcased a stereotypical nerd ordinarily shunned by girls becoming the hit of the school once he applied some fancy deodorant. This though an extenuated example perfectly embodies my view on the use of stereotypes as I find the blatant use of extreme stereotypes for just selling a product to be in bad taste. For example an ad that showcases stereotypes that are of sensitive roots i.e. black people and crime or arab people and terrorism, can yes probably appeal to some specific audience however this incredibly inaccurate stigmatisation reflects poorly on the views of society and ostracises and offends a great majority. That is why I believe that yes advertisers do not have moral obligation to avoid using stereotypes but instead have a responsibility to use it wisely, thinking about what they are conveying rather than arbitrarily showcasing something in the hopes of a laugh or an immediate sale than in the longer term harbours a greater backlash than the intended purpose it was made for.

I hope this post was well received and I do hope to break out of this late night blog post trend as I should probably start valuing my sleep.

Cigarette ... Ads are Cool!

Hello, it’s me I was wondering if after all these days you’d want a blog post.

 I hope my cheeky pop culture reference was realized however should it have gone over the heads of those oblivious to recent developments in the music industry, the aforementioned phrase was slight parody of Adele’s new song, “Hello.”

With that being said its time for the best part of these posts and that is the new WOW WORD! A word that I happened to recently stumble upon, this Latin derived word is used to refer to the fact that something has been done or repeated so often that it has become annoying or tiresome. The word itself being ‘Ad nauseam.’ A great use of this word would be “Josh hoped his WOW word bit present at the onset of every blog post wouldn’t be considered writing ad nauseam.”

Continuing on from the topic of last week’s post, as the unit we are studying is still Advertinfotainment, today’s post is in regards to an Ad presented to us in class. An ad from what seems to be the late 20^th Century, the ad itself aims to promote and sell Marlboro Cigarettes. Now being the avid smoker I am this ad really resonated with me (just joking) as the appeals and techniques used are very effective in drawing the viewer in and accordingly persuade them to buy Marlboro cigarettes. The larger font with different styles of accenting used for different words, the viewer is subconsciously trapped in this myriad of both textual and visual elements. The tone itself is quite harmonious with the prominent visual images being one if a tranquil and almost panoramic view of the Archway of Santa Catarina with seemingly pretty man and woman conversing in the foreground. The second prominent image is of a neatly arranged pack of beauty tip cigarettes. These images providing an pleasing aesthetical sensation are additionally supplemented with the limited yet creatively presented textual elements which work in great harmony with one another. In terms of the ads use of ethos, pathos and logos, the use of ethos and logos can be discerned as the ad seeks to build credibility through its taglines and slogans “Finer taste, superior mildness … a luxury,” while also supporting its claim of being different by promoting their unique beauty tip and ivory tip cigarettes. An element of logos, this is a logical build on their argument as the company Marlboro was indeed the curator of the beauty tip cigarette which for those lacking context was a cigarette made for women as the tip served as a filter allowing for the desired sensation without the hassle of fag ash impeding on their delectable good looks. The ads primary audience is women as well as men and mainly habitual smokers as it seeks to sell a new experience that is unique to Marlboro, “When smoking has stopped being a pleasure and becomes only a habit,” this in a market as saturated as cigarettes is quite a hefty claim. Additionally the appeal to woman is found in the promotion of beauty tip cigarettes which are adverting both textually and visually as the woman in the image is shown with a man as result of this common preference they both share. This reflects well upon the times standards of society as it can be ascertained that smoking was considered not only a pleasure but the basis of social groups and a means for meeting new people and in this case a significant other.

Reflective Introspective Reflections

Hello once again audience!

I return to you a man who has tried his hand in advertising and was left unperturbed yet adversely with a insatiable desire for more.  The aforementioned may be a slight exaggeration however I did really enjoy the task we just completed in class. And just like an IB thinker who is also inherently reflective, I am here to reflect on the experience.

However, before we venture into that meaty subject its time for our WOW word. The word obfuscate funnily enough connotes exactly what we see it as, an overcomplicated weird word. The word as I mentioned so wittily means ‘overly complicated” and can be used to get out of obfuscating situations as using it will obfuscate whomever it may concern diverting and extenuating the situation! The more you know!

For the task itself we were given a product that we were meant to sell. Essentially we were meant to convince the respective product’s company that our vision/sales pitch was the way for them to maximize their profits. My group was given the product of Portable Conflict Zone Shelters. These shelters are ideal for countries witness to wars and other dire circumstances that have a potential toll on its inhabitants. These shelters serve as a home away from home and a key in preserving those who are caught in the cross hairs of a war that does not concern them. An apt example of this would be the Syrian refugee crisis.

Within the instant of receiving our product I knew that our main appeal would be pathos as the one thing that can be evoked by war is emotion. As a result my overbearing personality took over as once I have a vision I have this intemperate drive that doesn’t take to well to constructive criticism. That being said, I felt that we use persuasive techniques should appeal to the need for protection and guidance, as humans are intrinsically resilient and have an ingrained desire to help wherever they can. Therefore a product that has the potential to ameliorate an already terrible circumstance in harmony with this appeal would leave an indelible impression on any viewer, effectively cajoling them into donating.

The persuasion techniques actually included within the presentation can be found in the accompanying PowerPoint, which included evocative images of war and angst with bold, hyperbolic words. These words in either red or white against this black and white background help set an atmosphere which was meant to be supplemented by emotional music as that would truly create an effective tone convincing the company and essentially the target audience if chosen. The script itself draws inspiration from the Don Draper sales pitch from Mad Men as it uses stats and effective circumlocution to create a scenario and provide a solution.

In terms of the actual presentation, I felt it went really well in spite of the fallibility of technology. The slideshow worked effectively and the script worked well however I was disappointed by my lack of tone as actually operating the slideshow sidetracked me. Additionally I feel it would have been beneficial for my group to actually explain the reason and features of our pitch. Aside from that I felt we worked effectively.  

Luke, I am your Car!

Alas, the prodigal student has returned to once again grace his limited readership with another insightful blog post.

Returning to the traditions of this blog post, its time for the new WOW word! Given my prolonged absence; it is out of the kindness of my heart that I have decided to include three new words! The theme of these words can be summed up in one word and that is a 'Diatribe.' Perfect for any verbal onslaught the words recalcitrant, obstreperous and truculent are sure to wow whoever your opposition may be, confusing them into their inevitable defeat. Recalcitrant itself is used to describe an individual who is reluctant to cooperate and is essentially displaying an antagonistic attitude towards any situation. Similarly, 'Obstreperous' is used to describe an individual as loud and brash while 'Truculent' can be used to describe someone who has a tendency to be belligerent.

Having run this blog for over two months I feel it apt to classify myself as a venerated writer, however should this indisputable outlook not be mutual I shall continue striving to commemorate myself in the annals of Great Bloggers, establishing an undeniable legacy! Moving on from the unit of Language and Identity we are now studying 'Advertinfotainment' a neological term that is the culmination of three key forms of media. As you may have noticed the ad above is for the infamous Hyundai Genesis and initially broadcasted during the 2015 Superbowl appeals to the audience in a very unique way. The ad itself showcases various instances of fathers performing acts of bravado by saving their children from various hazardous situations. The final scene shows a father and son in car with the son behind the wheel, caught up at the sight of an attractive girl the son takes his eye of the road and with the father seemingly preoccupied an accident appears to be imminent when suddenly the Hyundai stops by itself in the wake of another car in close proximity to it. The ad personifies the car's safety features as akin to that of a father to his son. In this way the Ad makes good use of pathos, a gift greek word coined by Aristotle; the word is used in describing the appeal of emotion in order to resonate with the viewer. By relating the car to a father audiences are immediately drawn in as the word 'father' is synonymous with safety and care. Similarly ethos is an underpinning quality of the ad, as actually showing the car in action creates credibility as the car is shown as actually being capable of protecting its driver. Finally, though tacit, logos can be inferred from the ad as logically a car that can prevent crashes automatically without the action of its driver is ideal as many times accidents are as a result of accidental yet reckless missteps.  Therefore Hyundai have done a good job at using the key factors of appeal in promoting their product as something that is truly valuable and of much value. I myself would buy one inspire of the fact I simply do not have money or a license, but like that matters.

P.S. The Title of this blog post is clever word play inspired by popular Star Wars quote "Luke I am your father" as in this situation the car is represented to be like a father and I am looking forward to the new Star Wars Movie!

So till we meet again ... May the Force be with you!

As in keeping with the tradition of this Blog, the new WOW word of the week is going to be special one due to my failure to include one in my last post therefore inspiring me to up the antsy a little bit. The word ‘lashings’ is a homographic word that in this case is synonymous with the noun of “Lavish Quantities.” An apt usage of this word could be, “I enjoy reading Joshua’s Blog as he provides a lashing variety of posts that are respectively entertaining in a unique way.” 

The Topic of this weeks blog post; similar to my last week’s post is another creative task but this is time unlike my inspired ‘Kanyesque’ style of language I will be writing a Letter to the Editor. The subject of this letter will be none other than the topic of “Text Speak,” and will be in response to an article published by the Daily Mail.

To the Editor,

            In the article titled “Text Speak”, you have discussed and examined the shortcomings that are formed as a result of ‘text speak’ amongst students.  This case, which is a topic of much debate has been argued with bias affording much evidence to the argument that condemns the use of text speak, while not acknowledging the benefits that have be found as a result of this phenomenon. Therefore as a result of this I would like to offer a counter argument in response to this article.

An avid believer in the art of Text Speak, I myself am a teenager who makes full use of this “Speak” when interacting online or in any other social context. The root of this issue can be derived from the arrival of technology and the fusion between both Language and Technology, which took place during the end of the 20^th Century. Technology has had a positive impact on language; the acronyms and abbreviations of words and phrases, inaugurated through its use over time may be a violation of the various rules that define the English Language however it has further accentuated one of the key qualities intrinsic to the English language, accessibility. This “text speak” which is appropriated to Social Media has connected individuals in ways proper English can’t. These recent deviations of words, though frowned upon do not impede upon communication but instead enhance it. David Crystal, a great linguist was quoted saying, that in order for students to purposefully leave out letters in a word they must actually know what all the letters are! In this way it can be assumed that “text speak” is a tactful extension of the English language appropriated to a social/casual register.

I hope this extenuated antithesis provides an alternate outlook opening up this topic to the interpretation of others instead of confining it to finite categorizations.

Regards Joshua Toor (A Student fully capable of still writing competently)

West Is Best

The following is an excerpt from the self-acclaimed memoirs of Artist Kanye West. Titled, “West is Best,” the following passage is in regards to the struggle Kanye faced during the time in which he took in his influence from solely being directed towards music aiming to extend his grasp in to other forms of artistry:

            Once I became a rapper, all those round’ me was tellin me that all I was gonna be was a rapper. But the thing is I don’t consider myself to be JUST a rapper, I mean my area of influence and expertise extends way beyond human comprehension! I am an artist of not just music , but art in all its entirety. I refuse to become a label or become what society has labeled me to be, nah I make my own decisions that shape society to be the way I want it to be! You see the media and paparazzi have this conniving quality from which they have projected me to be something I’m not. My worth and potential is something that cannot be verbalized. Growing up in Georgia I wasn’t a celebrity and nor was I rich, but I had talent. My songs have been about inspiring my community to rise up. To not shy from this ‘heartless’ society but instead try, make mistakes but keep going cause ‘that, that don’t kill you, makes you stronger.’ Society is afraid of me, cause once I get in my zone, there aint no stopping me. That’s why I consider myself to be a Steve jobs or even a Bill Gates. You see people mistake my confidence for arrogance when in reality they just jealous because I know who I am and no one can devalue my identity. I’m a dreamer and my goal is to make my dreams a reality. And once that happens I keep dreamin cause their isn’t an end to the level at which I can dream. Like a Da Vinci or a Van Gogh my ideas may not be appreciated now but my creative expression is one that will last for years to come! So when the media scrutinize me or celebrities mock me, it doesn’t faze me cause they aren’t on my level. I am unbound, free of standardized socio-economic statuses, cause I worked my way up from the ground all the way up past the stratosphere. And up here I can’t be held down cause gravity ain’t got no hold on me. My people once bound by slavery broke free and never looked back, in the same way once they realize who they can be; our community will rise far beyond any preconceived notions or expectations. The voice of a generation suppressed by cruel intentions, but up from the ashes emerge lyrics of forgotten passion, no more cries or sighs, a desire that cannot die, to succeed, to thrive beyond what’s expected. We aint running dry but we be flying high on a culture that is respect and excellence, and once we touch the sky, to the world we lived in we say goodbye cause once we usher in the future, just like my niggas in Paris, we be goin bananas!

*Note the verbal and grammatical style of the passage is based of my interpretation of Kanye West’s writing style. Loosely based of his appearance in interviews and the way in which his songs are written and structured: inarticulate yet free and clear.