Essay; cyber-history.

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Rule #1 is always in effect: defend your claims with evidence and reasoning and examples. That means you need to be specific. Saying something is good or bad is not nearly enough. Avoid circular reasoning. “I like this version better because it made me feel good.” No. Explain.

So what do you do instead? Use better words, ones that refer to ideas your reader can wrap their head around. These are musical performances: so you can use words like tempo, melody, tone, volume, arrangement, expressiveness, emotion, sincerity, authenticity, virtuosity (quality of performance). Those last 2 ideas are especially useful, because we might respond to a song because it has been performed with greater skill, or we might respond to it because it expresses some emotional or visceral aspect of the song better. The more skilled musician does not always produce the best performance. And the singer with the best tone and range does not always produce the most compelling work.Rule #1 is always in effect: defend your claims with evidence and reasoning and examples. That means you need to be specific. Saying something is good or bad is not nearly enough. Avoid circular reasoning. “I like this version better because it made me feel good.” No. Explain.

So what do you do instead? Use better words, ones that refer to ideas your reader can wrap their head around. These are musical performances: so you can use words like tempo, melody, tone, volume, arrangement, expressiveness, emotion, sincerity, authenticity, virtuosity (quality of performance). Those last 2 ideas are especially useful, because we might respond to a song because it has been performed with greater skill, or we might respond to it because it expresses some emotional or visceral aspect of the song better. The more skilled musician does not always produce the best performance. And the singer with the best tone and range does not always produce the most compelling work.

The list is below. Choose one grouping, usually a pair. Be sure to check that both links work before starting, just in case one of the youtube entries has disappeared into cyber-history.

What’s the Purpose of this assignment? This assignment relates to a critical thinker’s understanding of aesthetics, which we can define informally as any attempt to answer the question “what makes a beautiful x? “ or “what makes a subjectively excellent x?” Show me you can do critical thinking in the context of aesthetics.

In the domain of aesthetics, the subject (art, or pizza, or movies, or something) shows you how to think about it. The closer and more carefully you pay attention, the more the subject will tell you. Then, as many people inquire into that subject, important common criteria may emerge to produce a consensus about what makes a pizza a great or beautiful pizza, or a movie an outstanding movie. Even so, any judgement of which version of the song is better is a subjective judgment.

Cold, Cold, Heart: Hank Williams (country) versus Norah Jones (jazz)

 

 

 

Sample Solution

Thirdly, the characters involved are a key feature to any story. “In order to get personally involved with a story, we, as readers or listeners, must be able to identify with the characters” (Fog, 2004:41). The use of characters helps to create the emotional connection to the consumer as spoken about previously. The way it does this is because as a consumer, we may be able to see part of our self in one of the characters. This makes a relation between the consumer and the character. The reason for this is because if we can identify with the characters, we can fully embrace and understand the story. The last point is the plot is something that is divided into three parts, the beginning, middle and end. At the very beginning of the story, the scene is set and “the progression of change creates conflict and sets the parameters for the rest of the story. The conflict escalates but is finally resolved, marking the end of the story” (Fog, 2004:44). The reason the plot and flow of the story is so important, is because “it is vital to the consumer’s experience” (Fog, 2004:44). The plot is something that can be developed over time to create a more immersive experience, or can be done cleverly in 30 second advertisements to catch the consumers attention. Now the four ‘checkpoints’ have been outlined and explained, it’s time to work out how brands apply this to their marketing and advertisement strategies. Once it is understood how these brands apply storytelling, it will become visible how they can “create identification, engagement and relevance” (Fog, 2004:164) with their consumers. Brands use storytelling as a sales promotion tool, and “More and more companies are looking to create a story universe surrounding their products and services. In doing so, their story becomes the driving force behind their brand values” (Fog, 2004:164). When companies can tell an immersive story through their marketing and advertisements over a long period, Klaus Fog refers to brands being able to create a “story universe surrounding their products and services” (Fog, 2004:164). The fact that Fog identifies the stories that brands tell as a fictional universe, allows the consumer to get fully immersed in the story. This is where the story becomes “the driving force behind their brand values” (Fog, 2004:164). By creating this other ‘universe’ revolved completely around the brand, they can strengthen their image, and make an even stronger emotional connection to the consumer, which separates them from other brands. Storytelling can be applied to many different marketing techniques, including adver

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