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The assignments are fairly short and should not take more than a few hours. Each one needs to be approx. 2 pages each.
When listening to develop a counter–argument, taking notes helps you format an effective response to
your opponent’s key points. One way of taking organized and useful notes to develop counter–
arguments, is to divide your paper into two columns. In the first column, jot down the key arguments
and points you want to respond to, while avoiding writing down everything your opponent says. Use
the second column to write down the points you want to make in response. Use arrows to connect ideas
and show relationships.
We can’t simulate a live debate here, but during the YouTube video below, you are going to listen, take
notes, and develop a counter argument to the views expressed. The benefit of this format is that you
have a bit of turn–around time, so you can check some opposing research with which to smash the
views of your opponents.
Counter–Argument
Video: Global Warming Isn’t Real! DUH!
1. Watch the YouTube video once. It is a group of high school students arguing that global
warming isn’t real.
2. Take notes in two columns, as described above.
3. From your notes, write a brief (1-2 page) formal response letter to the makers of the YouTube
video. Respond in a respectful manner, but be pointed in your arguments. Touch on at least three
main arguments they make in the video. Support your counter-arguments with research.
Remember:
1. You will be marked on how well you demonstrate an understanding of their position, and on
how effectively you respond to their argument. (Keep in mind that if people feel attacked, they
are less likely to hear your point of view, and you are less likely to change their minds.)
2. Hand in both your notes and the letter.
- Counter–Argument Assignment
Purpose and Audience Assignment
Give a brief description of the work linked to below, state the intended audience and purpose, and
include your personal opinion about the effectiveness of the ad / article / blog / poster, etc. This
assignment is designed to develop and assess your ability to be an aware and critical consumer of
different forms of media.
• 1. Gotta Share
• 2. Whole Life Nutrition
• 3. The Science of Yoga
• 4. YouTube Contest – Onion News
• 5. Apple – Get Mac
• 6. Poster
Use the examples below as cues for the breadth a depth of analysis expected:
Purpose and Audience:
Every piece of media that is produced – from a text to a formal essay to a televison sitcom to a public
service announcement – has two things in common:
1. An intended audience
2. An intended purpose
Much of the time we adjust our tone, format and vocabulary subconsciously to reflect different
audiences and purposes, but when the stakes are higher (for example, when you are pitching an
expensive advertising project) it is important that the audience and purpose are clear and stated. If these
aren’t conscious and explicit, there is no way to judge the success of said project.
Example analysis of an anti-smoking commercial:
“The first time I saw this video on YouTube, I thought it was a joke at the end when I saw the Service
Canada logo. When it was explained to me that it actually was a government initiative, I thought
“What? The government paid for that? What were they thinking?”
I understand that the government was trying to use these popular characters from Fubar to create a
‘don’t smoke’ brand that is percieved as “cool.” Their target audience: twenty and thirty–somethings –
anyone who would know and enjoy the Fubar movies. Their intended purpose: Get people to quit
smoking.
But, was it successful? In my opinion, there seemed to be a huge disparity between the intended
purpose (discourage Canadians from smoking) and the actual result (a ridiculous and bizarrely funny
clip that is all the funnier because the government actually tried to use it to discourage people from
smoking…get it?) It could very well be that I’m not in the demographic they were aiming at.”
https://www.virtualhighschool.com/content/OSSD-v2/Department/ENG/Courses/ENG4U/ver-l/media-awareness/media/Neu-War-Home ?_&d2lSessionVal=V21U1LrE3RDBtUMhMFXHBiXBh
http://blogs.forbes.com/alicegwalton/2011/06/16/penetrating-postures-the-science-of-yoga/
http://wholelifenutrition.net/
Another example of how to write an analysis:
Description
This television/YouTube commercial features the various connections with people the narrator
has had in his past (and future.) The concept is “I am who I am because of everyone.” I had to do
a little research to find out what kind of company Orange is. As it turned out, it’s a mobile phone
company in the UK.
Intended Audience
Knowing that it is a mobile company ad, the intended audience is clearly anyone who uses a
mobile (which these days is virtually everyone!) However, the philosphical nature of the ad, as
well as the adult male voice and the host of adult faces used in the video, suggest that the specific
demographic being targeted are those in their mid–twenties to late–thirties – professional adults
who would appreciate the lofty depth and artistic quality of the concept.
Intended Purpose
As it is, after all, an advertisment, the obvious purpose is to widen the company’s customer base
by selling more phones and phone plans. That said, I think there is a less obvious purpose
operating below the surface, and that is the creation of brand identity. They are using the concept
of connectedness to create a feeling for the company, instead of focusing on product details. If the
concept catches someone’s interest, they will then search to find out more about the company.
Effectiveness
Though I live in North America, and I previously had never heard of Orange, I was attracted by
the video. I am not familiar with their product, but I am left nonetheless with the feeling that it is
a cool and cutting edge company, simply because I loved the concept of the ad. I am going to
judge this ad as successful, because I did exactly what they’d hoped – I searched to find out what
Orange was. If it had just been a commercial with product details, I wouldn’t have registered
interest at all. (Interestingly, I also fit into what I thought to be their target demographic!)
Summarize, Reflect, and Question Assignment
Watch the three TED talks linked below. Take notes, and write a brief summary and reflection, along
with two questions you would have asked the presenter. (See below for example.)
Shukla Bose: Teaching One Child at a Time
Joshua Walters: On Being Just Crazy Enough
William Kamkwamba: How I Harnessed the Wind
Example of what is expected for the Summary, Reflection, and Questions, for each video:
Summary
This TED talk by Jessi Arrington was about how to be a conscious consumer and outfit junkie at
the same time. The Brooklyn designer demonstrated how she could travel with nothing in her
suitcase, find everything she needs to look great for cheap in thrift stores, and then give it all
away again, practicing nonattachment.
Reflection
I really found this talk inspiring. I think it is important to be conscious of how our consuming
habits affect the world, both socially and environmentally. Not only does she look great and fun,
she hit on an important truth and tonic for our times – we don’t have to conform or ‘fit in’ to be
fabulous – it’s all about confidence and believing in yourself.
Questions:
1. In your design career, how do you employ your values when dealing with your client’s needs?
2. What do you consider to be the spiritual and/or political implications of your mantra ‘wear
nothing new’?
- Jessi Arrington: Wearing Nothing New
