What is a cultural symbol?
The image above is nothing but a smudge of black on white, and it may mean nothing to millions of people around the world. But chances are good YOU have some thoughts about what this symbol stands for.
Did you also know that the Greek Goddess named Nike was a goddess who personified victory? Her Roman equivalent was Victoria. Here is a slightly older depiction of her than the black smudge above.
With a little analysis of the shoe company’s name, we can see all sorts of cultural symbols. We can also understand why and how they developed their name and trademark.
Rhetoric and Target Audience: Since all media is a form of argument, examination of how rhetoric works in the media to promote ideas and values helps us to make better choices.
Imagine that you are designing an advertisement. Would you be happy that only people who legitimately need your product buy it?
What if you could encourage people to believe that they need your product even if they do not? After all, did you know that you needed a cell phone that told you where the nearest coffee shop was before you saw one?
How do people know that they “need” a shirt with an American Eagle logo? You might be tempted to answer that you buy these things because they are convenient, because you simply want them, and because they make your life better. Chances are that you have been influenced by the rhetoric of advertising, though, whether you are aware of it or not.
identify and evaluate cultural symbols, target audiences, shared belief structures, assumptions, and the arguments (rhetoric) used by advertisers to persuade consumers to buy products.
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