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Unformatted text preview: eaning or value to communicative texts; assumes
that multiple meanings or truths are possible expertise to credit cards?
“I would want an objective test to find out if
celebrity appeals really work”
Is ad campaign followed by increase in new
card applications or number of charges?
Test whether ad has same effect on viewers
who do not know who Manning is COM337 Comunication Theory MasterCard uses Manning in an attempt to identify manliness with money
Invites viewer to become part of “team” being
instructed by “Coach” Manning
Burke’s dramatistic pentad – five-pronged method of
rhetorical criticism to analyze a speaker’s persuasive
strategy – act, scene, agent, agency, purpose 9 COM337 Comunication Theory 10 Objective or Interpretive
It Matters! Two Scholars, Two Views Objective approach and interpretive approach to Marty: An Interpretive Approach (continued)
Ad starts with confusion, moves through pain communication study differ in starting point,
method, and conclusion
Glenn, social scientist who works hard to be
Marty, rhetorical critic who does interpretive
study and destruction, and arrives at manliness,
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- Spring '08