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John Zaixin Zhang

 
 
 

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Creativity and Fallacies in the Media  

2013-03-04 00:36:19|  分类: +广告创意与陷阱 |  标签: |举报 |字号 订阅

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 Creative Thinking and Critical Thinking 

(Creativity and Fallacies in the Media)                       

Course Objectives

In this course, we will analyze texts in the media (including TV commercials, advertisements, and passages from newspapers, essays, speeches, etc.) for their creative methods and fallacies.

You will learn how to (1) be more creative by evaluating strategies in creative thinking and advertising, and (2) think more critically about persuasive methods in the media.

 Texts

 1. A course packet (about 100 pages): excerpts from Zhang (2010, 2011).

 2. Over 100 TV commercials and print advertisements.

Course Requirements and Grades

1. 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), 20%.

2. Fallacies in the media (group work, 5-minute presentation on one ad or commercial, starting from Week 10), 15%.

3. Group discussion and class participation, 15%.

4. Attendance, 10%.

5. Final exam, 40%.

A late report will be scored one letter grade lower and must be turned in within one week of the due date, or it will be recorded as a zero.

Tentative Schedule

Week

         1. 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.
         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, due next week).

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

         8. Fallacies about people: ad hominem, appeal to authority, bandwagon, good intentions, tokenism, two wrongs make a right.

         9. 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. (★Assignment: signing up for the group presentations, Weeks 10-13).
         10. 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.
         11. Fallacies in induction and deduction: argument in a circle, biased generalization, equivocation, hasty generalization, questionable premise, shared characteristic, unjustified value judgment.
         12. Statistics and ambiguities: enhancing a statistic, faulty comparison, homemade statistics, unfinished claim, weasel claim.
         13. Five-minute presentations.

         14. Final exam.

 References

Adams, James L. Conceptual Blockbusting: A Guide to Better Ideas. 3rd ed. Reading, Mass.: Addison-Wesley, 1986.

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.

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

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

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.

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