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Unit 3: Artifact Deconstruction

An "unpacking" of an anti-smoking campaign ad through the use of key terms from Pramod Nayar and Wayne Booth.

Cheryl Abellanoza

on 28 April 2010

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Transcript of Unit 3: Artifact Deconstruction

Consumerism rhetrickery PRODUCTS?

By rhetorically unpacking, we can take a CLOSER look... packaging Booth defines rhetrickery as “the whole range of shoddy, dishonest communicative arts producing misunderstanding–along with other harmful results. The art of making the worse seem the better cause” (11). Family values and empathy > actual health risk Smoking = death. AUDIENCE? SETTING: Busy, bustling bus/train station MUSIC: Sad, ominous, evokes loss VOICEOVER: Authoritative, male, deep COLORS: Drab, grey IGNORED? TRICKED? Packaging is defined by Nayar as “a method of constructing meaning, assigning values, and building opinions around a particular issue, commodity, service, or condition on life” (vii). ...to see this ad's importance as a cultural artifact. Both overlap with the child's crying Unit 3:
Deconstruction References: Booth, Wayne. The Rhetoric of Rhetoric: The Quest for Effective Communication. Massachusetts: Blackwell Publishing, 2004. Print
Celizic, Mike. "Child in ad shed real tears, producer admits." MSNBC. Today, 09 April 2009. Web. 26 April 2010.
Nayar, Pramod. Packaging Life: Cultures of the Everyday. California: SAGE, 2009. Print
Srfup. "Scared Little Boy (Anti-Smoking ad) Part 2 of 2." YouTube, 7 Apr. 2009. Web. 26 Apr. 2010. Nayar is interested in the manners through which "a diverse variety of goods, services, opinions, behaviour, and attitudes are 'packaged' for us to desire, acquire, imitate, and use" (xviii). Not only was the audience victim to rhetrickery. This little boy's reaction was real, thus begging the question of if it is fine to evoke emotional stress (even if for a short time) to prove a point. This sparked an international contoversy, so... Young people with no children This ad was made in Australia.
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