Comparing Two Approaches To The Diet Coke Commercial

Assignment #1 Week 1 Chapter 1 1. Compare Glenn Sparks and Marty Medhurst’s approaches to the Diet Coke commercial. Which analysis makes the most sense to you? Why? Sparks scientific view is concerned with an in-depth analysis of the commercial, requiring objective tests to measure the validity of such advertising. His concern is why such unusual advertising is an attention grabber.

I agree with Medhurt’s Interpretive Perspective it makes the most sense to me. I agree with his allegory and the significance the elephant represents in the story. Though both Sparks and Medhurst share this view. I feel because advertising is geared towards the immediate instinctive reactions. The elephant does not want to be “big†or unacceptable and would
They feel that successful interpretations of the truth are those that convince others. Under this view, multiple meanings are acceptable. I find this view more satisfying because once you have convinced someone to believe what you present as the truth, they believe it. An example would be convincing a jury of your innocence, once you present them with convincing facts as to the
I have found that most of the confusion I have encountered in life is due to a lack of understanding, either by the sender or the receiver of the message. Without understanding the consequence of repeated mistakes, misinterpretation, confusion continue to exist. Understanding people and their motivations for their actions helps to make sense of a complex situation.

The least important theory to me is the prediction of future. The probability of something happening is not guranteed. Because a person exhibits a certain behavior under certain circumstances there is no guarantee the same behavior will be exhibited under all circumstances.

Chapter 3 Chapter 25 1. Hegemony is not a household word in the United States. How would you explain what the term means to your roommate? Can you think of a metaphor or analogy that would clarify this critical concept? If the roommate were from a foreign country and unfamiliar with American customs, the explanation of hegemony could best be defined by the influence the media exerts over the public during Christmas. Whether a person is a Christian or not, they cannot escape the commercialization of the holiday. The advertising aspect of the holiday and its influence is present everywhere. It is witnessed by decorations outside the home, inside and outside the business community. The holiday music is present from recorded Christmas music, on hold, via telephones, and throughout the malls when