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John Zaixin Zhang

 
 
 

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媒体创意与思维陷阱  

2012-03-20 12:33:43|  分类: +广告创意与陷阱 |  标签: |举报 |字号 订阅

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媒体创意与思维陷阱(讨论型选修课)

Creativity and Fallacies in the Media (Seminar)                                                         

Fall Semester, 2012                                                      

Course Objectives

In this course, we will analyze creative and persuasive texts in the media (including TV commercials, advertisements, and passages from newspapers, essays, etc.); you will learn how to

       1. be more creative by evaluating strategies in creative thinking and advertising;

       2. think more critically about persuasive methods in the media.
Texts

1. A course packet (around 200 pages): excerpts from Adams (1986), Cavender and Kahane (2010), Zhang (2010, 2011).

2. Over 100 TV commercials and advertisements.

Course Requirements and Grades

Coursework, 50%:

1.        Creative thinking exercise, 10%

2.        Group report on problem solving (groups of three: student 1 responsible for the notes on group brainstorming, student 2 for the first draft on different pathways, student 3 for the final report on the best ideas), 15%

3.        Fallacies in the media (pair work, 5-minute presentation), 10%

4.        Group discussion and class participation, 15%

Final exam, 50%

Tentative Schedule

Week

          1   Diagnostic test and introduction          

          2   Creative strategies (I): brainstorming, means-ends analysis, left-brain and right-brain, utilizing different senses 

          3   Characteristics of creative thinking: lateral thinking vs. vertical thinking, a questioning attitude, associative powers, fluency, flexibility, and originality (assignment: creative thinking exercise)

          4   Creative strategies (II): changing the entry point, the reversal method, track switching

          5   Perceptual blocks to creativity: The three S’s: stereotype, self-imposed limits, saturation 

          6   Creative strategies (III): checklist for new ideas, attribute listing, exposure and random word stimulation, analogy (assignment: group report on problem solving)

          7   Critical thinking: logos, ethos, pathos, needs analysis

   8   Fallacious appeals to emotion: appeal to pity, cuteness, fear, vanity, etc

   9   Fallacies about People: ad hominem, appeal to authority, bandwagon, good intentions, tokenism, two wrongs make a right
          10   Fallacies about arguments (I): complex question, conflation of morality with legality, false dilemma, loaded question, non sequitur, oversimplification, post hoc, red herring, slippery slope, straw man, suppressed evidence

   11   Fallacies about arguments (II): accident, appeal to ignorance, appeal to novelty, appeal to tradition, begging the question, chicken or egg dilemma, composition, division, inconsistency, inversion of cause and effect, mistaking correlation for cause, perfectionist, provincialism, self-sealing, water is wet

   12   Fallacies about analogy: illustrative analogy vs. faulty analogy 

   13   Fallacies in induction and deduction: argument in a circle, biased generalization, equivocation, hasty generalization, questionable premise, shared characteristic, unjustified value judgment

   14   Statistics and ambiguities: enhancing a statistic, faulty comparison, homemade statistics, unfinished claim, weasel claim (assignment: fallacies in the media)

   15   Five-minute presentation on fallacies in the media

   16   Final exam

References

Adams, James L. Conceptual Blockbusting: A Guide to Better Ideas. 4th ed.  Cambridge, Mass.: Perseus, 2001.

Cavender, Nancy and Howard Kahane. Logic and Contemporary Rhetoric: The Use of Reason in Everyday Life. 11th ed. Belmont: Wadsworth, 2010.

Chesla, Elizabeth L. Critical Thinking and Logic Skills for College Students. Upper Saddle River, NJ: Prentice Hall, 1999.

Halpern, Diane F. Thought and Knowledge: An Introduction to Critical Thinking. 3rd ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 1996.

Zhang Zaixin. English Composition: From Creative Thinking to Critical Thinking.

       1: Creative Thinking and Prewriting. Beijing: FLTRP, 2010.

       4: Critical Thinking and Argumentation. Beijing: FLTRP, 2011.

Optional Texts

1. Creative Strategy in Advertising

Altstiel, Tom and Jean Grow. Advertising Strategy: Creative Tactics from the Outside/In. Thousand Oaks: Sage, 2006.

Drewniany, Bonnie L. and A. Jerome Jewler. Creative Strategy in Advertising. 9th ed. Belmont: Wadsworth, 2008.

Garfield, Bob. And Now a Few Words From Me. New York: Advertising Age and McGraw-Hill, 2003.

Wells, William, John Burnett, and Sandra Moriarty. Advertising: Principles and Practice. 6th ed. New York: Prentice Hall, 2002.

2. Creative Thinking and Critical Thinking

Bowell, Tracy and Gary Kemp. Critical Thinking: A Concise Guide. London: Routledge, 2002.

De Bono, Edward. Lateral Thinking: A Textbook of Creativity. Middlesex: Penguin, 1982.

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