Feb 052019
Identify and Describe Patterns in the Genre’s Features
- What content is typically included or excluded? How is the content treated? What sorts of examples are used? What counts as evidence (personal testimony, facts, etc.)?
- Sometimes in the commercials/ads facts, photos and personal testimonies are included. For example photos included will be “before & after” photos, of before the person tried the skin product and how their skin looks after they have tried the product. They say the photos used are not actors and are from real consumers of the product. Honestly, who knows if that’s true. Anything is possible with photoshop.
- People also will share their “skin story” of using the product and how it changed their life. This particular testimony by Kendall Jenner got a lot of backlash: https://www.youtube.com/watch?v=bwJe8rjx9K8&t=32s The content also includes some catchy phrase to market the product like Clean & Clear is “Be Loud. Be Clear.” Whatever that means. There’s also some type of optimistic sounding music playing in the background.
- What rhetorical appeals are used? What appeals to logos, pathos, and ethos appear?
- The rhetorical appeals I see being used are ethos, pathos and logos.
- I will see a lot of skincare commercials using the rhetorical appeal, ethos. For example, a lot of times the commercial or ad will say how it’s “recommended by so and so dermatologist” or “rated #1 by dermatologists. This indicates that there is credibility behind the product. However, they could just be making it up.
- Next, pathos is probably the main one I see being implemented in these commercials/ads. I have seen a lot where acne is seen as this horrible and disgusting thing that will get in the way of having any type of social or dating life. Basically, there have been commercials that have stated you are not beautiful or you will never get a date because of your acne. This is used to grab at the viewers emotions and insecurities especially those who have struggled with acne for a long time. It makes them want to try to feel better about how they look. So, this makes them want to buy the product. Because they’re convinced the only way they’ll be considered “beautiful” or are “loved” is if they clear up their skin. I think this one is the worst. Because it’s using people’s insecurities against them.
- Lastly, I do see some logos appeals. There have been some commercials/ads where it’s teaching the viewer facts about the skin and how certain products can help clear skin up. Sometimes there is a dermatologist in the commercial that explains the facts and logic behind it.
- How are texts in the genres structured? What are their parts, and how are they organized?
- There are a few different ways these commercials are structured. The commercial will usually start with introducing some bright, colorful product being splashed with water (possibly surrounded by fruit). Or it starts with the actor pointing out/noticing their acne. And then it talks about how whatever product can clear the acne because of “this” and “that.” And then at the end it will say a motto like: “Be Loud. Be Clear.” Or “See What’s Possible.” Or sometimes just “Recommended by the world’s leading dermatologists” (whoever that is).
- In what format are texts of this genre presented? What layout or appearance is common? How long/big is a typical text in this genre?
- Format: Presented in a commercial (can be seen on TV usually or randomly on the Internet) Also, presented in ads (magazines, YouTube, social media etc.)
- Layout/Appearance: Usually an eye-catching, colorful commercial/ad with a pretty girl using the product.
- Commercials can go from 30 seconds to 2 minutes long and maybe a little more depending.
- What types of “sentences” do texts in the genre typically use? How long are they? Are they simple or complex, passive or active? Are the sentences varied? Do they share a certain style?
- The actors in the commercials are pretty concise and get to the point. Sometimes they talk longer when they are explaining how a product works. Ads are short and concise and show the most important information.
- What diction is most common? What types of words (or symbols, images, etc.) are most frequent? Is a type of jargon used? Is slang used? How would you describe a typical writer’s tone?
- Symbols and images frequently used: a pretty girl, acne, a skincare product, colors bouncing around, water splashing everywhere, a celebrity
- The typical tone is happy, optimistic and cheerful like: “Yay, me! This product will give me perfect skin!”
Analyze What These Patterns Reveal About the Situation and Scene
- What do these patterns reveal about the genre, its situation, and the people who use it?
- These patterns reveal that the genre is pretty shallow trying to convince people they will be happier if they looked better and the only way to look better is by clearing up your acne. It’s more about external beauty rather than physical beauty.
- These patterns reveal about its situation that it is mainly used to make money for the skincare/beauty industry and does not really care how people feel.
- These patterns reveal about the people who use it that they want to look like the pretty flawless girl/guy holding a Neutrogena oil-free face wash bottle. That they are tired of struggling with acne and will listen to a commercial/ad for advice on how to fix it.
- What do participants have to know or believe to understand or appreciate the genre?
- Participants have to understand what acne is and what it looks like. They also have to understand what the commercial/ad is trying to inform or persuade them about.
- Who is invited into the genre, and who is excluded??
- Usually, celebrities are invited to act in the commercials or model in the ads. And sometimes there are users of the products who are also featured (but they could be possible actors too).
- Usually, what’s excluded from the genre is side effects, natural cleansing products and people who had a bad experience while using the product.
- What roles for writers and readers does it encourage or discourage?
- It encourages viewers (especially those who struggle with their skin) to keep being insecure about their looks and to keep buying and trying magical skincare projects to fool them into feeling better about themselves. Do not get me wrong I have come across products that have worked for myself personally. However, most skincare products aren’t that impressive and show the same results. There is no #1 no matter what the commercials say.
- It discourages them to recognize that acne is not a flaw but something natural and normal that most people get at some point.
- What can you learn about the actions being performed through the genre by observing its language patterns?
- You can learn pretty quick that it’s trying to sell you something to fix what’s considered physical flaws although acne is a completely normal and natural process, especially for adolescents.
- How is the subject of the genre treated? What content is considered most important? What content (topics or details) is ignored?
- Content considered important: The product and what it does to fight acne and clear skin.
- The topics or details being ignored: side effects, how everyone has a different skin type, one product will not work for all, also natural cleansing products
- What values, beliefs, goals, and assumptions are revealed through the genre’s patterns?
- Values: Money, Beauty, Being Flawless
- Beliefs: People should fix their skin in order to be considered “Beautiful”
- Goals: They want to market off people’s physical flaws and insecurities to make money. I mean imagine how much money people would save if they stopped caring about fitting into the societal standard of looking flawless and perfect? Imagine how much money people would save if they stopped giving into trying to reach the impossible flawless imagine of oneself that the beauty industry claims is the definition of beautiful.
- Assumptions: That the viewer is super insecure about their skin/looks and will do anything (like buy an expensive skincare product) to fix it.
- What actions does the genre enable? What actions does the genre constrain??
- This genre enables the action to go out and buy an expensive skincare product in order to clear up the acne on the skin.
- The action the genre constrains is for the individual to see themselves as a “beautiful” person despite the acne on their skin.