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John Zaixin Zhang

 
 
 

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Creativity and Fallacies in the Media  

2013-09-10 20:59:15|  分类: Book 1: Creative |  标签: |举报 |字号 订阅

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Creativity and Fallacies in the Media                                                      

School of English and International Studies, BFSU

Course Objectives

In this course, we will analyze creative and persuasive texts in the media (including news, TV commercials, print advertisements, etc.).

You will learn how to

be more creative by evaluating strategies in creative thinking and advertising;
think more critically about persuasive methods in the media.

Texts

       A course packet:

       1. Excerpts from Zhang (2010, 2011).

       2. From Adams (1986), Cavender and Kahane (2010).

       3. Over 100 TV commercials and advertisements.

Course Requirements and Grades

Coursework, 40%:

 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), 15%

 2. Fallacies in advertising (groups of three, a 5-minute presentation on ONE TV commercial or print advertisement), 10%

 3. Group discussion and active class participation, 15%

Final exam, 60%

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
      4. National Day Holiday
      5. Creative strategies (II): changing the entry point, the reversal method, checklist for new ideas
      6. Perceptual blocks to creativity: The three S’s: stereotype, self-imposed limits, saturation (Assignment due next week: 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. Fallacious statistics and ambiguities: enhancing a statistic, faulty comparison, homemade statistics, unfinished claim, weasel claim (Assignment due next week: group presentation on fallacies in advertising)
      15. Five-minute presentation on fallacies in advertising

 16.  Final exam

References

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

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

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.

Evans, James R. Creative Thinking in the Decision and Management Sciences. Cincinnati, Ohio: South-Western, 1991.

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

Halpern, Dian 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.

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