Fantasy+Theme+spring+13

= = flat =Fantasy Theme = The approach being examined and applied in this paper is fantasy-theme criticism. Robert Bales, who discovered group fantasizing or dramatizing as a way to communicate, laid the foundation for the theory that Ernest Bormann would expand upon to create the fantasy-theme method. The theory Bormann created to go along with his fantasy-theme method is called symbolic convergence theory, with both being, “applied not only to the study of small groups but also to all kinds of rhetoric in which themes function dramatically to connect audiences with messages” (Foss, 2009, p. 97).

There are two major assumptions on which symbolic convergence theory is based. “Evidence of symbolic convergence can be discerned through frequent mention of a theme, a narrative or an analogy in a variety of messages in different contexts” (Foss, p. 98). For Bormann, convergence means consensus or general agreement on subjective meanings and shared emotional experiences and responses by participants.
 * 1) communication creates reality
 * 2) symbols not only create reality for individuals but that individuals’ meanings for symbols can converge to create a shared reality or community consciousness.

In the fantasy-theme method of criticism, fantasy does mean a genre of books or movies. In this context it means how a group interprets events, and the fantasy theme is the way that interpretation is accomplished through communication. “Fantasy themes tell a story about a group’s experience that constitutes a constructed reality for the participants” (Foss, p. 98). Fantasy themes are removed from the actual time and space of the group.

There are three elements necessary in creating a fantasy theme:
 * 1) setting themes - depict where the action is taking place
 * 2) character themes - t he qualities describing those involved in the drama are the character themes
 * 3) action themes - the actions in which the characters participate in

A fantasy type is created when similar setting, character, and action themes converge. “Fantasy types encourage groups to fit new events or experiences into familiar patterns” (Foss, p. 100).

Rhetorical vision is the second primary unit of analysis in fantasy-theme criticism. A rhetorical vision is when fantasy themes are combined to create a certain interpretation of reality. Rhetorical communities are formed by members who share fantasy themes, common symbolic ground and respond to messages in ways that are aligned with the rhetorical vision. The rhetorical vision provides motives for action for a rhetorical community. “Actions that make little sense to someone outside of a rhetorical vision make perfect sense when viewed in the context of that vision because the vision provides the motive for action” (Foss, p. 101).

= Steps of Fantasy Theme Criticism = There are four steps in the fantasy-theme method of criticism:
 * 1) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">selecting an artifact
 * 2) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;"> analyzing the artifact
 * 3) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;"> formulating a research question
 * 4) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">writing the essay

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">The artifact selected for criticism should be popular so it can show evidence of symbolic convergence. The symbolic convergence shows that people have shared fantasy themes and a rhetorical vision.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">There are two steps in analyzing the artifact: coding the artifact for setting, character and action themes; and constructing the rhetorical vision(s) from the fantasy themes. The rhetorical vision is identified through identifying the major setting themes and linking them with the characters in the artifact and the actions they are performing.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">The research questions in fantasy-theme criticism can vary widely, some examples being asking questions about the kids of messages that are being communicated through particular rhetorical visions or the functions of particular rhetorical visions.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">The essay includes five components:
 * 1) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">an introduction
 * 2) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">a description of the artifact and its context
 * 3) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">a description of the method of criticism
 * 4) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">a report of the findings of the analysis, in which you reveal the fantasy themes and rhetorical visions identified in your analysis
 * 5) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">a discussion of the contribution the analysis makes to rhetorical theory

= What is Nike? =

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">In 1955 Bill Bowerman recruited distance runner Phil Knight to run for his nationally respected track program at the University of Oregon. At the time, Bowerman was known for understanding that using technologically advanced footwear gave his teams an edge over the competition. The main barrier to getting his runners advanced footwear was the price control of advanced brands that were developed and produced in Germany. After Knights running career was over at Oregon he capitalized on his education and went on to Stanford receiving his MBA in finance. This schooling allowed Knight to imagine large scale distribution of high quality athletic footwear at a lower cost. This thought inspired him to cold call a Japanese manufacturer named Tiger shoes. Knight later convinced Tiger shoes to allow him to distribute their product in The U.S. Knowing that his former coach at Oregon was an easy sale, Knight approached Bowerman to sign a contract to use these Tiger shoes in competition. Instead of making a sale as Knight had thought, Bowerman once again recruited Knight but this time as a business partner to get his long thought out shoe designs to a manufacturer that could produce his footwear vision. As early attempts at sales were not as successful as first thought, Knight employed his classmate from Stanford Jeff Johnson. Johnson was instrumental in the brand development that is seen today in the Nike brand. In only a year, Johnson coined the name Nike, developed the internationally recognized “swoosh” symbol, and made brochures of all products. These steps allowed Nike to become relevant internationally in a relatively short amount of time. With campaigns developed throughout the 80’s and 90’s including “its gotta be the shoes” starring basketball legend Michael Jordan and the “Bo Knows” campaign starring two sport superstar Bo Jackson, Nike’s advertising prowess became apparent. This advertising ingenuity has continued into the present and has allowed Nike to continually expand the brand and pushed profits into the multi billion dollar range.

=<span style="color: #ff0000; font-family: Arial,Helvetica,sans-serif; font-size: 16px;">The Artifact =

media type="youtube" key="2JnYcuRW_qo" width="560" height="315" align="center"

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">The Nike advertisement titled “find your greatness” is the perfect example of Nike advertisement ingenuity. What has made Nike ads successful in market reach has been their ability to relate the product to a targeted audience. In this case they use a twelve year old boy named Nathan in Ohio to promote the everyday athletic achievement that can be achieved by even the most unlikely athletes.

=<span style="color: #ff0000; font-family: Arial,Helvetica,sans-serif; font-size: 16px;">Setting Themes = <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">The action is taking place on a lonesome road in open territory. This setting enhances the imagery to create group reality (Foss, 2009) and enrich the character as an athlete able to attain greatness on his own. The open land and long range, non-zoomed videography also helps delay the conclusion of the ad to help the target audience to keep guessing on who the “athlete” is.

=<span style="color: #ff0000; font-family: Arial,Helvetica,sans-serif; font-size: 16px;">Character Themes = <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">The character “Nathan” creates the rhetorical vision (Foss, 2009) out of this artifact. The delayed conclusion allows the character to become the focal point for answers when the end of the ad becomes near. The narrator also plays a large character role in the artifact. He takes on the role of the “voice of reason” very quickly. He continues to relay a created truth that “greatness” is relative and “in all of us”. This character creation is done to allow for those targeted imagining themselves being motivated as Nathan has been to become “great” no matter how difficult.

=<span style="color: #ff0000; font-family: Arial,Helvetica,sans-serif; font-size: 16px;">Action Themes = <span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">The action being cardio jogging also creates a motive for action (Foss, 2009). Due to Nathans weight and setting chosen by Nike, the action of running takes on a streak of independent motivation. The idea that Nathan has chosen to become one that pursues “greatness” no matter how long it will take, coincides with the actual setting. The long un-ending road in the middle of nowhere provides for the action to take place and the message to be allowed by the targeted audience.

= <span style="color: #ff0000; font-family: Arial,Helvetica,sans-serif; font-size: 16px; line-height: 18px;">References =

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 12px;">Foss, S. (2009). //Rhetorical criticism: Exploration and practice.// Long Grove, IL: Waveland.

<span style="background-color: #ffffff; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 12px; text-align: left;">sportsliveinfo. (2012, August 1). Best Nike Find Your Greatness Commercial - The Jogger [Video file]. Retrieved from http://www.youtube.com/watch?v=2JnYcuRW_qo