Sako paper - Dr Cathy Glenn Rhetorical Criticism final paper I Introduction Background The artifact I have chosen to analyze using fantasy theme

Sako paper - Dr Cathy Glenn Rhetorical Criticism final...

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Dr. Cathy Glenn Rhetorical Criticism final paper I. Introduction & Background : The artifact I have chosen to analyze using fantasy theme criticism is a television commercial released in 2010 by Nike featuring LeBron James. The advertisement came in the wake of LeBron James’ controversial decision to sign a five year contract with the Miami Heat of the NBA, rather than re-sign with his hometown Cleveland Cavaliers, with whom he had played for since being drafted first overall in 2003 by the team. It was controversial in the sporting world because there was a heavy outrage at how he handled the situation, but also how he supposedly turned his back on the people who had supported him his whole life. This artifact is important in a worldly sense because it explores the separation between one person and an entire organization/team; it poses the question how valuable is one individual to a group? My research question is “how does this advertisement help or hurt LeBron James’ image, and how does his message tie into the slogan just do it?” The advertisement is significant in a rhetorical sense, in that LeBron James is shown throughout the tv spot asking rhetorical questions, and tying them all together at the end to develop an overwhelming theme which dominates in the end. I. Mini-Literature Review : Literature Review on Fantasy Theme Criticism Fantasy theme criticism is a method of understanding in communication that focuses on the worldview of a group of people in a dramatic context. I have chosen this method because it mainly deals with dramatization and the shared worldview of multiple individuals, something that clearly associates with modern advertising. My artifact, a television ad featuring LeBron James, is fantasy themed, and the purpose of this literature review is for me to grasp a better understanding of fantasy theme criticism through the works of others. Summary of Texts Analyzed Many of the studies examined regarding fantasy theme criticism involve the concept of chain fantasy . Chain fantasy is an idea associated with fantasy theme criticism which involves a leader of a group fantasizing his or her own ideas, thus inspiring other members of the group to think the same thing. This is how groups of rhetors form, which is at the core of fantasy theme criticism. A good example of this was a study involving a Sioux tribal leader named Black Elk. Conducted by Spresser, this study used fantasy theme criticism to understand Black Elk’s fantasy-vision in a dream of what would happen to his people in the late 1800’s. Black Elk’s vision eventually was spread to the rest of his tribe, and through this chain of belief, manifest destiny was better understood among the tribe, and was eventually carried out by American settlers.

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