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John Zaixin Zhang

 
 
 

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Creativity and Fallacies in the Media  

2015-12-10 00:16:59|  分类: +广告创意与陷阱 |  标签: |举报 |字号 订阅

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Creativity and Fallacies in the Media (Creative Thinking and Critical Thinking)

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. 200 TV commercials and print advertisements.

Optional Texts

Cavender & Kahane (2010), De Bono (1982), Drewniany & Jewler (2008).

Course Requirements and Grades

1.   Group presentation on creativity and fallacies in advertising (groups of three), 20%.

2.   Group discussion and class participation, 20%.

3.   Final exam, 60%.

Tentative Schedule

 Week

  1. Diagnostic and introduction
  2. Perceptual blocks to creativity: The three S’s: stereotype, self-imposed limits, and saturation.
  3. Creative strategies (I): brainstorming, means-ends analysis, and left-brain and right-brain.
  4. Characteristics of creative thinking: lateral thinking vs. vertical thinking, a questioning attitude, associative powers, fluency, flexibility, and originality.
  5. Creative strategies (II): changing the entry point, and the reversal method.
  6. Creative strategies (III): checklist for new ideas, attribute listing, exposure and random word stimulation, and analogy.
  7. Critical thinking: logos, ethos, pathos, and needs analysis.
  8. Fallacies about people: ad hominem, appeal to authority, bandwagon, good intentions, tokenism, and two wrongs make a right.
  1. 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, and suppressed evidence.
  2. 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, and water is wet.
  3. Fallacies in induction and deduction: argument in a circle, biased generalization, equivocation, hasty generalization, questionable premise, shared characteristic, and unjustified value judgment.
  4. Statistics and ambiguities: enhancing a statistic, faulty comparison, homemade statistics, unfinished claim, and weasel claim.
  5. Group conferences on presentations.
  6. Group presentations on creativity and fallacies in advertising.
  7. Group presentations on creativity and fallacies in advertising.
  8. 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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