Task 1
The terms ‘personality’ and ‘self’, in modern English, are broad, non-technical terms with a range of (partly overlapping) meanings (2003). The personality presented in the article is associated to certain senses of ‘self’ or ‘selfhood’. One is that of individual distinctiveness or uniqueness, expressed either in interpersonal relationships or in psychological character or viewpoint. Another, which may be attached either to the term ‘personality’ or ‘self’ is that of psychological structure; this may be either that which is common to us as human beings or distinctive to us as individuals. Another meaning is that of our essence as ‘persons’, in a normative sense: in this respect, personality’ and ‘self’ are synonyms of ‘personal identity’ or ‘personhood’.
The personality and stance in the letter reexamines its own ideas. This approach might have been adopted by the writer recently by important studies in the philosophy of mind and ethical philosophy (2003). The specific form of this approach that interests me most is that in which, in both areas, a critical appraisal of some of the leading ideas in the modern Western intellectual tradition is combined with a largely positive reappraisal of ancient Greek ideas. The point is not so much that modern ideas are being rejected in favor of ancient ideas. It is rather that, in our current intellectual situation, personality and stance are treated with a new respect and are seen as freshly relevant to current concerns. Although these studies are not necessarily couched in the form of an enquiry into concepts of personality and stance, they carry important implications for the form that such an enquiry should take.
Task 2
Persuasion can be defined as the process of trying to alter, modify or change the saliency of the values, wants, beliefs and actions of others, social life is dominated by conscious or unconscious, forceful or tangential, attempts at persuasion (2003).
Consumer advertising most commonly associates products with symbols that exemplify values, group feeling, prestige, status, power, achievement or just plain hedonistic pleasure. Whatever a product is associated with affects perceptions of the product (2003).. Association can be powerful. One mouse or a cockroach running across the floor of a restaurant can, through association, ruin a meal, while the presence of a celebrity can enhance it. Just Jeans themselves carry associations. There is no such thing as choosing a name that has no associations. A name may have no concrete reference but this does not mean it has no sense-meaning. A name can have lexical meaning without having any concrete reference like the word ‘blue’, though it still has sense-meaning. ‘
Every ad aims to make the target audience construe it in the way intended. However, while every communication invites a certain interpretation, this invitation can be refused. It may be refused because the target audience does not have the necessary perspective to be receptive to it ( 2003).. If this perspective is missing, initial persuasion has to be directed at inducing the ‘right’ perspective. In other words, there is a need for ‘consciousness raising’, getting across a certain viewpoint, a certain definition of the situation, or showing an alternative window through which to view the problem. It is difficult to persuade people to stop smoking for health reasons unless they first accept the orthodox medical perspective of a link between smoking cigarettes, lung cancer, heart attacks and the more immediate effects on their looks (2003).. Once the perspective is adopted, persuasion can focus on activating change. the most effective persuasion is rational or emotional. For example, Just Jeans used three models, a man holding a baby and a woman beside them, the three models are portraying as a family. Experts claim such familial decisions are shaped by emotional impulses, not by calculations of economic self-interest.
Credit:ivythesis.typepad.com
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