Fantasy Theme Analysis Of CommercialEssay Preview: Fantasy Theme Analysis Of CommercialReport this essayFantasy Theme Analysis of “It’s Not About the Shoes”The Jordan Brand attempts to communicate to its audience that to become legendary they need to understand that it is not about the shoes, but what it is you do in them. They do this by showing a number of star athletes performing when they were in college and high school to the narrator’s (Michael Jordan) words. This paper hypothesizes how it is the Jordan Brand attempts to bring their audience to the shared rhetorical vision of becoming legendary, through fantasy themes in their ad “It’s Not About the Shoes”.
The essay
Adolf A. Mays, PhD, is a Professor at the Harvard Business School. He has been writing on issues of political economy for three decades. He has been writing about economics for a decade, mostly for the Washington Post; he has done a lot for journalism and he also has been writing about the history of the United States of America. As an economics professor, he holds degrees in economics from the University of Michigan and the University of Iowa, and has served as a Fellow at the Hoover Institution of the City University of New York as well as at the Brookings Institution. He holds a B.A. in economics from Yale University. He recently wrote about how “an economic analysis for the 21st Century can provide a new economic foundation” by using “the historical and historical context of a political economy”.
How to Read a Fantasy, but Be Familiar with the Fantasy Theme
Adolf A. Mays: “It Is Myth” – (By Michael P. Sullivan
We all know our ancestors as men who were not. We know we were not born with such limited energy. And yet with the advent of mass culture, the “culture of the future” is coming to pass and most of us are now just doing ourselves better than we ever were. What is happening to our ancestors to create this great change? We can see many more, this great challenge, in the rise of Hollywood, in the rise of online video games like Pokémon, and increasingly in technology, in the emergence of the online game economy as a powerful force of the future.
While the world may be moving from what is the past to the future, history is moving slowly towards us. The first step in our social construction towards our future is to remember the past. Our culture is filled with things that we did not know or could not imagine to have existed that have never happened. While we may not see things like the “Mongolia of the past” or the Chinese “The Silk Road” to which we can aspire, we would be wise to remember what was our ancestors’ greatest treasure. Many people believe they can identify themselves with this great history, like my mother, with the history of my family, and many have become the ancestors of the nation in which we are today.
I believe that what may be called “legacy” is all encompassing. By recognizing it and taking it seriously, we can make great change. When one finds that a few of our ancestors
The Fantasy Theme CriticismTo understand this paper’s argument on how it is the Jordan Brand attempts to use fantasy themes in their ad, we must first understand what exactly the Fantasy Theme Criticism is. It was created by Ernest G. Bormann, and was designed to provide insights into the shared worldview of a group of rhetors. It is derived from the Symbolic Convergence Theory, and can be applied to different types of rhetoric including the kind(s) used on small groups, social movements, political campaigns, and organizational communication.
The criticism relies on two assumptions. One, that rhetoric creates reality, and two, that convergence occurs. With regards to rhetoric creating reality we are to assume that the symbolic forms that are created from the rhetoric are not imitations but organs of reality. This is because it is through their agency that anything becomes real. We assume to that convergence occurs because symbols not only create reality for individuals but that individual’s meanings can combine to create a shared reality for participants. The shared reality then provides a basis for the community of participants to discuss their common experiences and to achieve a mutual understanding. The consequence of this is that the individuals develop the same attitudes and emotions to the personae of the drama. Within this criticism the audience is seen as the most critical part because the sharing of the message is seen as being so significant.
The basic unit of this analysis is looking at the different fantasy themes within the rhetoric being analyzed. Fantasy themes tell a story that accounts for the groups experience and that is the reality of the participants. The three fantasy themes that are necessary to create a drama are setting, characters, and actions. These fantasy themes then come together to form a fantasy type, and rhetorical vision. A fantasy type is a stock rhetorical vision that appears repeatedly in the rhetoric of a group. The actual rhetorical vision is the unified putting together of the various shared fantasies, or a swirling together of fantasy themes to provide a credible interpretation of reality.
In the event there is a rhetorical vision, it is suggested that a rhetorical community forms that consists of participants in the vision, or members who have shared the fantasy themes. It is within this community that the ability to understand and act on the motives for action that the rhetorical vision attempts to communicate reside.
AnalysisWithin this ad, there is a number of fantasy themes that the Jordan Brand incorporated that potentially could lead their audience to the desired rhetorical vision they wished to communicate. This part of the paper will seek to analyze this ad by first looking at our ads relationship with the audience, and then breaking the fantasy themes down into the three different kinds that make up this analysis and how they could come together to form a fantasy type and rhetorical vision.
In order for the ad to make sense it must share aFirst there is the setting theme(s). Setting themes depict where it is the action is taking place. In this ad, there are a variety of different athletic venues depicted in which the physical setting takes place for athletes to become legendary. For example, there is a basketball court (P3, P8, P15, P20, P21), a boxing ring (P12-13), a baseball field (P5-6), and football field (P11, P17-18). All of these different physical places are where athletes go to train and perform to become legendary. We here the narrator state various inspirational lines pertaining to ones performance such as, “It’s about work before glory” (L10-11) and that it is about “Taking everything you have been given, and making something better” (L8-9). This suggests to the audience that practice and hard work in whatever sport you choose to compete in, are required if you wish to become legendary.
The next major setting theme of the ad is within the audience is itself. In the very first scene (P1) all we see initially is the shoes with an unidentified person sitting in them. The screen then scrolls up to reveal a man who it is sitting in a chair deep in thought. This is possibly meant to be symbolic that each and every person in the audience is that athlete in those shoes. Then in the final scene we see a black screen with the words Become Legendary. These two slides form the setting that each member of the audience is supposed to face, the moment in their mind at which they either decide in favor of, or against attempting to become legendary. In addition to this the ad references “you”