Reflective Essay

Saul Greene

English 360-01

12-11-14

Reflective Essay

            Before this class I was fairly confident that I was a good writer, and I still feel that I may be. However, this semester I learned more about the process of refining than I did about actual writing. My vocabulary is fairly strong for the most part, and I am quick to catch concepts and effectively employ them in my writing, but I struggle greatly when it comes to organization on a macro level. By that I mean that my concepts are usually sound and my ideas properly written, but as a whole I usually have trouble making an essay flow and this semester I learned why. I tend to focus in on something too specific too early on, or I keep my essays too broad. This is why I was pleased to learn about the concept of a zero draft this semester. The idea of the zero draft isn’t really any different than that of a first or second draft, however it is a mindset. Thinking of the zero draft as a preliminary to even something as structured as a first draft allows many advantages. Firstly, a zero draft needs no fancy transitions, no proper format, and most of all no one direction or flow. It is the wordy man’s brainstorm and I love it. Additionally, thinking of the zero draft in such a way almost forces one to review with a teacher or themselves.

            I have never had an issue with writing an essay, and usually used to turn them in after one or two drafts. The fault there was that even with great ideas, they never became developed and ordered in such a manner to support one another and build into a claim or argument. This semester I began to meet with my teachers in their office hours. Not just for English, but all of my classes, and the result has been insane. Additionally, my understandings of the course material has been greatly incr4eased in every way. I wish I had utilized this option earlier in the schooling process and as such I would say that my biggest gain from this semester was the zero draft concept and the actions of meeting with my professors.

            Invention is easily my best attribute according to the rubric, while as previously explained, Arrangement is one of my worst. I feel that over this semester I have greatly improved on this section since meeting with the professor allowed me to properly understand how to arrange my papers. I would say that this particular selection of assignments and material truly helped me focus my writing strengths, especially since this was a rhetoric course. The essays obviously helped the most in my progression, however, the blogs helped me keep on track with the reading which in turn fueled my ability to complete the writing assignments in a reasonable manner.

            One assignment in particular that really helped me develop my organization and understanding of rhetoric was the imitation assignment. From a holistic point of view this project seemed very difficult and I, along with most of the rest of the class was very frustrated at first. However, when broken down and thought out it was actually a very valuable learning experience. Being given loose guidelines and very general prompts seemed to me at first to be the product of a difficult class, but in hindsight this project actually allowed me to learn the material and synthesize it in a manner unique to myself. The reason it was hard I figured out was because in the past teachers did half of the work for you by providing a specific prompt and details. However as we have learned from relevant readings, class discussion , and especially this project, forming the questions and guidelines for ones work is just as important as the actual product itself. As with most of my essays, I had good invention and I use that to my strength, however arranging them and expanding was always an issue. Focusing on only my ability to invent would not help in the imitation though. I not only had to come up with original ideas, but then synthesize them partially on my own and arrange them for the most effective speech. Though frustrating this proved to be a great learning experience.

Input from peers was another section of this class that I have not mentioned. Just as with my newfound ability to meet with teachers, I finally started to actually use the knowledge that my peers were suggesting to me and boy did it pay off. The best way to solidify your knowledge about something is to teach someone about it. If you are well versed enough to actually fluidly explain something to someone and do so to an extent of critiquing them, you assumingly know your subject matter very well. This was how I saw the in class peer reviews. This made me explain why I understand what I have learned and made me really see where others needed to improve, thus allowing myself to understand where I myself could improve.

I usually have trouble accepting other student’s ideas to use in my own works, but maybe this is just an ego issue. I found however, that such an issue disappears when you take a higher level rhetoric class. Most people seem happy to be in English 360 and most are extremely competent in my eyes. I really enjoyed this course because of this.

                        The goal of this class has been to demonstrate and improve one’s rhetorical awareness. As interesting as I knew rhetoric was, I never knew that it played such an essential role in everything around us. Through the development of this term I have gained insight into the way that people communicate and if nothing else, this work has left me overly analytical. Though at first it wasn’t simple, I find that I really enjoy attempting to understand what someone is truly attempting to say, why they are saying it, and what is causing me to interpret it in the way that I am interpreting it.

In my work this term I feel that I have grown vastly even just in my ability to employ rhetoric. For example, when I first started this class all I really knew was that rhetoric consisted of ones attempt to make an argument convincing. It wasn’t until I had to perform my imitation that I really learned how vast and complex this process was. And in terms of truly complex development, it wasn’t until my essay about automobile advertisement that I really figured out how effective I could be. It was in this essay that I really assessed the credibility of my sources and in doing so I attempted to not only figure out where they drew credibility from, but also what specifically made that source credibly to their audience because even the most qualified source is not credible if the audience does not believe it. Additionally, in this paper I was able to figure out how I personally can direct my audiences understanding and view of my credibility and writing. To say that the study of rhetoric has changed me as a writer wouldn’t be completely accurate. I would say that the study o rhetoric made me a writer because without rhetoric what is the point of writing. Sure, creative writing and such other pieces may not require an argument, however being convincing in any sense of writing requires a great amount of rhetoric.

Finally, though not about me specifically, I feel that a reflection of the professor is just as important as my personal reflection because they are heavily related. Because of his teaching style I have learned a great amount this semester and I feel a great thanks to the professor for this course is due. Professor Condon is not a conventional teacher and that is what made this class so productive and beneficial for me. Somehow he took the pressure of grades out of the classroom while still maintaining a class that was motivated and intrigued. He is a very qualitative teacher and I felt that he truly understood how to make a connection with a student and challenge them. What professor Condon understands that most teachers don’t in my opinion is that it doesn’t take a lot of material work to make a student understand something, but a sparked interest on the part of the student. In my case this was when Professor Condon assigned the imitatio and made us fend for ourselves. 

Essay 3

Saul Greene

English 360-01

December, 4^th 2014

Affluence of the Automobile

            Class and social standing are extremely prevalent themes in auto advertising. Though to rhetorically analyze auto advertising as a whole would be to analyze all of what is current modern advertisement, one way that auto advertising differs from past rhetorical texts is its abstract nature and the way in which it suggests social stratification or lack of, as a method of persuasion. It is extremely effective and utilizes many of the rhetorical conventions covered to date in Ancient Rhetorics for Contemporary Students. On a more specific note, luxury auto makers such as Audi do an exemplary job of using both ethical and pathetic appeal in their advertising. The rhetorical advertising strategy implemented by Audi is one that evokes a sense of superiority to all others and a sense of class. High class, high performance vehicles that are the best because of where they came from and where they are going. Heritage and history are extremely important in Audi`s targeted message. Their advertisements somehow touch on this history while still maintaining an abstract nature that creates a certain genesequa for their brand and rather than telling you how great they are, Audi shows you. 

No commercial exhibits Audi`s ability to appeal to superiority, performance, and history than the “White Whale” commercial. This commercial quite obviously eludes to Moby Dick and definitely showed the separation of class that Audi was looking to express. The commercial starts with an old mountain man out in the snow with his tow truck next to a broken down car. He says “I’ve been out there most of my life, you name it IV hooked it, but there’s one, one that’s always eluded me.” (“Audi Quattro”) The ad then cuts to an abstract shot of a white Audi speeding by in the snow. The old man then says that he almost caught it a few times, showing him in a setting that looks like he is tracking an animal in the snow. The next cut to the car is after he says “it’s got those eyes, those unmistakable eyes” and the Audis headlights which are one of Audi`s icons show through the fog. It then shows him hunting one more time. He says “sometimes I actually think its mocking me” at which point the car speeds by his tow truck performing exceptionally well in the snow. Then the man yells “QUATTRO!” because he cannot catch up to the car. Quattro is Audi`s transmission system that allows for amazing handling in the snow and the ad hints that it is something that cannot be caught or had by those that are lesser. (“Audi Quattro”) Here there is a great amount of pathetic appeal. The “white whale”; something no one can have, except “you” if you ascribe to the Audi claims of superiority and seize the moment.

Images of the Audi outrunning the “lesser” equipped vehicle speak volumes to their main audience. This ad just as with the other hints that even though others couldn’t, Audi could. It shows the class separation that Audi aims for especially well because right from the start it is easy to see that this man in the commercial is of the lower class and aspires to have the accomplishment of attaining the Audi, but he cannot because he is not equipped enough and does not have the privilege. By giving the implication that he is an exemplary hunter, Audi shows that even though he should be able to “catch” this one he cannot because he is merely an old low class tow truck driver. This seeming requirement of privilege to own an Audi is something that the brand carries not only into American minds, but internationally Audi has been able to employ this strategy. In fact, in China “the black A6 has become the automobile of choice for practically any party official or military officer with enough clout to secure one” (Wines) and because of this there is a uniform of affluence associated with these cars in China just as within the United States.

Audi does a great job of employing Kairos in their advertisements in addition to creating pathetic appeal to men. Middle to older aged men are Audis primary target market and though there are many ways to explain why superiority and performance are so pathetically appealing to men, none explains it quite as simply as biology. Human beings, and males in particular are biologically programmed for obtaining resources, dominating competition over these resources, and displaying their dominance. Well, purchasing an Audi requires a great amount of monetary resources, the Audi`s performance dominates in competition, and the four little circles that define a vehicle as an Audi effectively display this dominance. At least this is how Audi rhetorically approaches the issue and why it is such an effective method of persuasion. In fact, studies have shown that driving sports cars boost testosterone, the primary hormone responsible for male competition and displays of dominance.  In a study, researchers put a number of men in an old Toyota to drive for an hour and then put that same group in a $150,000 Porsche 911 Carrera 4s Cabriolet supercar. To no surprise of any man who has ever sat in a sports car, the “guys who drove the Porsche experienced significant and substantial increases in T levels after driving the Porsche” (Sutton). This is no coincidence, which Audi knows and uses to their advantage.

This appeal to men becomes especially apparent in Audi`s “Prom” commercial. A high school boy is shown suiting up for prom and it quickly becomes apparent that he is going without a date. As he opens the door to leave his father stops him, throws him a car key which we soon learn is to the fathers Audi S6 as is made apparent by the dumbstruck look on the boy’s face. At this point the commercial jumps to a shot of the S6 turning on with the boy behind the wheel, again highlighting the headlights of the car (one of Audi`s signature elements). The boy begins to drive to prom and at a stop light pulls up next to a group of other students in a stretch limo drunk and having a blast. The boy then peels out and outpaces the limo immediately. Arriving at prom the boy seems to now show a confidence that was not present at the beginning of the commercial as he parks in the school principal’s spot. Confidently striding into prom he walks up to the prom queen and kisses her boldly at which point the prom king is shown walking towards him upset. The ad cuts to the boy driving exceptionally fast on the highway with a fresh black eye and a huge smile on his face. He yells out a scream of excitement and then the ad cuts to black with text on the screen saying “Bravery. It`s what defines us” (“Audi Prom”).

This commercial employs much of the same rhetorical appeal as the others, but here Audi highlights what a privilege it is to drive one of their cars. This is seen at the beginning of the ad when the boy gets excited and confident after receiving the holy keys to “dad`s Audi”. Firstly, the fact that the father throws him the keys and no words are exchanged, just a smile and nod supports Audis ever-present subliminal message that the technology and prestige of their brand speaks for itself, they don’t need excuses such as fuel economy or economic price points. Notice that there is no spoken dialogue, just the statement in text at the end of “Bravery. It`s what defines us” (“Audi Prom”). Most might think that this is Audi trying to include all those that think they are brave into their target market, however, I feel that this statement further exemplifies Audi`s exclusivity and dominance complex. They are saying that bravery is what defines Audi, and since it has already been established that driving an Audi is a privilege, they seem to claim that most cannot be brave. It’s almost a taunt or a call to action from Audi and to their delight it works like a charm.

Audi unlike lower end car brands does not explain their specific vehicles in detail in these commercials because they know their target market wants inspiration and they understand that the higher class man who has the means and motivation to buy an Audi does not want to be told what to do. It is almost demeaning to this targeted audience to be told the features of the cars. Rather, the audience here is assumed to be motivated and intellectual in a manner that would allow them to look up the information on their own. This is why Audi uses rhetorical appeals of emotion and history to inspire that person to look into it on their own. Audi need not support their claims because as they seem to suggest, any reasonably intellectual and sophisticated person who looks into it would plainly see that they are the best option here.

It would however, be naïve to assume that there were not those who imitate Audi and other luxury brands rhetorical appeal. Take Kia for example, a company that is not well known for luxury or performance, or even sophistication. They don’t have a rich history like these luxury brands and as such must admit that they were not always prestigious in order to support a claim that they now have some level of sophistication. The new commercial for the Kia Cadenza starts with the city skyline and just plays music while the car is driving the whole time until the end at which point the narrator says “remember that girl you didn’t notice in high school?” The car then parks and a beautiful woman walks out of the car. The narrator then continues by saying “Were a lot like that” ("Impossible to Ignore") which admits that they were ugly in the past, but now are a beautiful force to be reckoned with. This commercial basically states that there was room for improvement from the past, but saying that the improvements have been made does not necessarily directly suggest that the car is at full potential. In fact when people refer to the Cadenza as “the conservative offspring of a Toyota and a 5 Series, minus the athleticism of the BMW” (Ulrich) it would seem to still imply that Kia is imitating and living in the shadows of the higher end vehicles. If Kia wants to claim that they are “playing with the big boys” then they better be ready for evaluation and scrutiny on the same playing field. The rhetorical approach that this ad takes is to say if you drive this car it will make you better and comparable to the high end vehicles. Whereas the high end vehicles take the stance of saying that you should drive their car because it is the only car good enough to fit someone as good and successful as you. In Audi`s case, it is not that the car will make you better, but rather that the car itself is better than others just like you are. In essence, the car itself is an extension and announcement of the person and their sophisticated well off standing in society. Kia attempts to imitate Audi by being abstract and catching the audience’s attention before drawing to a conclusion that claims they are attractive and beautiful. This may be true, but their whole basis of argument relies upon the fact that they used to be bad and now they are attractive.

The real issue when assessing the differences between low end and high end vehicles is that their arguments do not meet stasis. Audi makes the argument that only their cars are good enough for “you” assuming that you fit into their exclusive elite target market. Whereas, Kia makes the argument that their cars are better and more fitting to “your” everyday needs and economy. Kia makes many logical arguments to suggest that they provide the same as a luxury brand but with added economy. Audi does not acknowledge Kia though, they simple argue that they are the best and always have been. Audi has no need to tout because they are at the top of the food chain. When selling exclusivity there is no need to diversify your target market, Audi overtly exhibits exclusivity in their advertisements and do not apologize for it. This form of advertisement arguably adds a level of credibility in my opinion because Audi never has to make petty claims to sell their cars. They an exemplary job of using both ethical and pathetic appeal in their advertising without going overboard. The rhetorical advertising strategy implemented by Audi is one that evokes a sense of superiority to all others and a sense of class. High class, high performance vehicles that are the best because of where they came from and where they are going. Heritage and history are extremely important in Audi`s targeted message. Their advertisements somehow touch on this history while still maintaining an abstract nature that creates a certain genesequa for their brand and rather than telling you how great they are, Audi shows you, because Audi does not sell cars. Audi Sells their name and the inherently affluent lifestyle associated with it.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             

Work Cited

Audi “Prom” TV Commercial. 2013. Video. YouTube Web. 21 Nov. 2014.

      < https://www.youtube.com/watch?v=Ky7ic1Ro9yw>

Audi Quattro® TV Commercial. 2012. Video. YouTube Web. 18 Nov. 2014. <http://www.youtube.com/watch?v=IGmCKxTgSrI>.

Steinhauer , Jennifer. "When the Joneses Wear Jeans." New York Times [New York] 29 May 2005. Web. 18 Nov. 2014.

Sutton, Bob. "More on Testosterone Levels: Driving a Porsche vs. Toyota Camry." Tyoepad. 1 Jan. 2009. Web. 26 Nov. 2014.

Ulrich, Lawrence. "Getting Comfortable on a Bigger Stage. “New York Times [New York] 12 July 2013. Web. 19 Nov. 2014.

Wines, Michael. "In China, ‘Audi’ Means ‘Big Shot’." New York Times [New York] 16 November 2012. Web. 20 Nov. 2014.

2014 Kia Cadenza Commercial "Impossible to Ignore". 2013. Video. YouTube Web. 21 November 2014. <http://www.youtube.com/watch?v=ya17jbkOKDk>.