Shopping Experience, Show & Tell (Class Activity)

A little less than a month ago I was on a search to find what would be my new cellular phone. Previously I had owned Sprint's Rumor LG, which was a pretty decent phone with a QWERTY Keyboard, internet access, and a bunch of neat features but I wanted more out of my phone. I realized that although what I owned was a sufficient and effective phone I wanted something more advanced, especially with all that I had been seeing in the new smart-phone crazed market where cells phones not only serve as a way to complete a two-way talk but function as mini computers and much more. Cell phones like Apple's Iphone, the Blackberry, and the Palm Pre made me really excited that I had an upgrade coming up and that I could get a cool new phone for more than half the price. As I searched for my new and exciting phone I looked for three things: that it had a full QWERTY keyboard, since I am texting feen, a touch screen display, and that it came equipped with numerous applications just like what I saw in the commercials on TV for other products.

I knew off the bat that I did not want a Blackberry or an Iphone just because it is what everyone owns. I refused to conform and purchase the technological goods that have been sweeping the nation and decided that I needed to do some research of phones. I ended up finding a bit of information off the Sprint website and liked the Samsung Moment, a Google smart-phone; I then proceeded to go to samsung.com where the display of the phone caught my attention. I was intrigued by the visual images of the phone, its design, and overall structure. The site further provided me with a virtual showing on how to use the phone and everything it was capable of doing. I noticed on the side of the website it states "Experience the Moment. Simplicity, Responsiveness, and Speed", all of which were characteristics I was looking at for my new phone. The website in many ways told a story about the phone using visual images and text to narrate the positives of the phone and helped persuade me to buy it. I decided that I needed to see the product(s) up close in person to decide whether I liked the overall functioning of the phone(s) I liked and the new and updated styles available.

Upon walking into the Sprint store, which was fairly empty, a sales representative immediately approached me asking if I needed any help. He was polite, well-spoken, and seemed interested in what I had to say. He asked me what I was interested in and I clearly stated that I wanted a phone with a high quality camera, a keyboard, and internet access. Immediately he laughed and said I was a lot like he because I was more concerned with all of the features my new phone than anything else. Right off the bat he suggested a selection of Blackberry phones to me, which I completely dismissed and told him that I was looking for a similar functioning phone without it actually being a Blackberry. After giving me an awkward look as to why I would ever say "no" to a blackberry he proceeded to show me three cell phones, which all seemed to be phones that appealed to me: one was the new version Rumor LG, the HTC Hero, and the Samsung Moment. Immediately the Moment caught my attention and I proceeded to inspect it. Granted, out of the entire phone selection he showed me this was the priciest (which made me skeptical about purchasing) but it's the one that caught my attention the most and originally had my eyes set on. He went on to point out that like many people who purchase this phone I must text way too much and must be into taking pictures of just about everything and anything, both were statements which described me as well. The sales representative connected with me on a personal level because as I stated what I wanted from my phone he realized that those same attributes described me as a person and helped him narrow down the selection of phones he showed me.

The Samsung Moment phone caught my attention because it was a smart phone/android that was able to achieve way more than my old phone ever could. When applying the Neo-Aristotelian Approach to this product I believe that this cell phone was invented to compete with other phones such as the BlackBerry and Iphone, which seem to have unlimited applications and functions. It's message was clear; Google introduced this new phone as a way to persuade the market to invest in a phone that was able to do just as much as the other two without as much of the publicity and hype; it introduced a new competitor to the market. The overall organization and arrangement of the phone appealed to me as it is has a large display with touch screen capabilities, a slide-out keyboard, a touch pad, and a 3megapixel camera that can also record videos. The Samsung Moment further comes with a WiFi abilities, a memory card, and audio jack, a bunch of applications, and many more features that appeal to to people much like myself who want everything to be in the palm of my hand. The sales representative helped push me to further make my purchase as he presented the many capabilities of the phone to me and showed me how easy it was to work. He was well versed and had a great understanding of the product and how to sell it to me. We tested it out by taking pictures, recording videos, going online, downloading applications such as Google map, going on Facebook, and much more. The sales representative was able to clearly describe the positive aspects of the phone, present them to me, and succeed in delivering the product to me, which made me want to buy the phone more than I did before.

The in-store presentation was much more valuable than anything else; it further embedded in my memory how awesome this phone was and made me link Google's effectiveness with the end result of my phone. The details, features, and overall presentation of the cell phone originally caught my attention online but after having the sales representative show it to me in person I was almost instantly sold. At the moment, this cell phone has become a product used as a part of my everyday routine. I use my phone for just about everything; it serves as my alarm clock, calendar, e-mail, camera, IM tool, map for directions, and allows me to connect with others through texts and phone calls and much more. I also believe that its connection to Google played a large role in why I liked the phone so much because I felt like it was something I could rely on and be proud to walk around with.

Popular Culture Neo-Aristotelian Approach 5 Canons (Class Activity)

The word rhetoric is often linked to meaningless babble that is intended to beat around the bush on a given particular issue. Individuals such as politicians, marketers, celebrities and other public figures are known for using rhetoric as a way to communicate to a certain message to a group through the use signs/symbols and metaphors on a topic that they may not necessarily want to address. All in all, rhetoric is not necessarily completely negative; it is a term that has more to do with the ways that signs influence people and how it persuades members of society through communication (eg. speech, t.v, radio, internet) than solely meaning empty speech. For example, many of the messages delivered as a result of popular culture are often misconstrued, which is why it is important to describe, interpret, and evaluate the messages delivered to the public.

The messages that are communicated can be further examined through the five classical canons of the Neo-Aristotelian Approach as discussed in The Rhetorical Power of Popular Culture by Deanna Sellnow. The five cannons are listed as follows: 1) invention, 2) arrangement, 3) style, 4) delivery, and 5) memory. By looking at the five canons one can better understand how a particular message whether it is a speech or a visual image can influence listeners and viewers. Such a message is intended to persuade them to either take action or form an opinion on a certain issue or product. The interpretation of rhetoric according to the Neo-Aristotelian Approach is intended to examine the text or message presented; one is called to recognized the argument at hand and understand the speaker's appeal to emotion, logic, and so forth.

The Neo-Aristotelian approach is often used to interpret written and verbal speeches since they used to be the main form of addressing the public until the explosion of the media frenzy world took place. The 1) Invention of a speech begins when someone realizes that they have something to say and want to persuade an audience to believe in their message through the use of comparisons, logos, signs, and forming a relationship with the people. This phase focuses on the content of the speech and the ethos, logos, and pathos used to appeal to the audience and have an effect. The 2) Arrangement must be completed in a manner that follows on with the course of the speech in either chronological order or some other form of organization pattern. It should flow from a coherent introduction to conclusion, much like the format of an essay to highlight the main points. A speaker chooses their arrangement accordingly with the topic they wish to address whether they begin from a less controversial topic and work their way up to discussing a highly controversial topic. The 3) Style of the rhetoric criticizes the language chosen by the speaker. The style must not only express the ideas of the speaker but influence the audience through the choice of words. Furthermore a mood based on how the speaker 4) Delivers the message (eg. speak's clearly, loudly, softly) affects his/her ability to engage the audience and convey to them a clear and understandable message. The delivery of what is said and how it is said is important so that one can be persuaded to follow or reject a message. All of these steps then lead to embedding the rhetoric/message into one's memory after repetition, constant exposure, and how clearly the message is delivered that one can commit it to memory. (When giving speeches, eye contact, clearness of voice, and the flow of the message all contribute to whether or not someone remembers the message.) Someone who has memorized their speech and is able to clearly and coherently discuss the issues at hand and convey a message to the public is more likely to be remembered and forms a better connection with the audience.

The Neo-Aristotelian Approach can also be used and applied to other means of communications other than public speeches but in a slightly different way. The technological advancements of our society and the influence of the media have added other elements that limit the classical rhetorical approach. I will be using the Converse brand as a way to apply the Neo-Aristotelian Approach to explain how converse persuaded people to buy the product. The classical approach deconstructs the different elements that led to the popularization of the shoe.

The invention of converse sneakers began when Marquis M. Converse (http://www.converse.com/About/) realized that there was a need for a specific type of sneaker on the market. As stated on the converse website, “Our company was organized in 1908 fully believing that there was an earnest demand from the retail shoe dealer for a rubber shoe company that would be independent enough not to follow every other company in every thing they do.” The brand came into existence as a result of a need for a certain type of shoe, in this case a rubber canvas shoe intended for people who play basketball. The sneaker has been iconically linked to the "All Star"logo and the sport of basketball, as the brand was made popular by Chuck Taylor, an NBA star who liked the design of the shoe.

The Converse brand was put on the map through the use of this spokesperson who communicated a specific message to basketball fans. Taylor introduced basketball fans to the benefits of wearing converse: the styles, the comfort, and how the sneaker fit with each individual's personality. With the help of Chuck Taylor, the public began to associate converse with basketball. They became the shoes to wear on the court and the brand to keep your feet from hurting while playing sports. Through the exposure, converse became the ultimate shoe for basketball players. The message was structured/arranged to target general basketball players, individual teams, and people who played sports. The converse shoe was manufactured in many different styles (high-top, low-top, with and without laces) and numerous colors, which met the needs of the public, teams, and reinvented itself along the way as fans expressed the desire to tailor the sneakers to their individual styles (colors/logos). The delivery of the converse message was brought to the masses through the use of a celebrity who helped designate that converse was clearly the official sneakers of the NBA. Taylor, as a speaker and representative, made it Converse an ever popular shoe. Then gradually as time progressed the brand became the "it" sneakers to wear in gym class, out on the street, and for punk rockers to perform in. The fact that the shoes have been worn for decades and have been reinvented to symbolize different things to different groups have committed the sneakers to the public's memory. What began as a shoe popularized by basketball players is now not only the symbol of basketball but has morphed to symbolize Rock n Roll culture. Converse are also worn by the general public on a daily basis-children, men, women, and teenagers all wear converse, which they synonymously call "Chucks" due to the memory of Taylor.

Converse are a long days away from being the official sneaker of the NBA; it has been replaced by NIKE but has also shifted to become a part of popular culture in many respects. Converse are now worn by just about everyone; many people love converse because they come in many colors and can be worn on an average day. These "Chucks" are also very popular among artists, rockers, and other musicians who have integrated converse sneakers into their overall image and own personality. Converse were made popular once again through the media, especially in movies where actors/characters are seen wearing converse (eg. Stuart Little and Sylvester Stallone in "Rocky.") and musicians such as The Ramones, The Clash, Green Day, Good Charlotte, Blink 182, all of who rock out on stage with their "Chucks" on.




This is a photo of a band whose members wear converse on a daily basis and have made the shoes a part of their overall image, which in turn influences their fans to act. In this case converse are attracts the teen punk rock scene.











The same can be said about rocker Tom Delonge of Blink 182. Such artists send a message, in this case, converse are a symbol of rebellion and going against those who conform.




The many different styles/colors of converse.