Multiple Perspectives on Ads – Stanford/Uppsala Video Conference

Today we are connecting the University of Uppsala, Sweden, with Stanford University to focus on multiple perspectives on advertisements.  Students from Professor Janne Lindqvist Grinde’s rhetoric class will be connecting with students from Alyssa O’Brien’s writing and rhetoric course on Visual Rhetoric across the Globe.  This is a chance for real-live communications across the world!

As part of the video-conference, students will be producing new ads collaboratively and then presenting out on their rhetorical strategies.

Students:  How did it go?  What did you learn?  Please compose a collaborative blog comment to offer your reflection on the CCR exchange.

  • What did you learn about multiple perspectives on rhetorical texts?
  • How might you better understand visual texts as reflecting/shaping cultures?
  • What do you think can be gained by studying another country’s ads and cultural contexts?
  • What worked best or surprised you most in today’s class?  Is this an effective way to learn?

List your names and post a comment below.

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7 Responses to Multiple Perspectives on Ads – Stanford/Uppsala Video Conference

  1. In both commercials, there is more emphasis on ethos than what we are used to/what we expect. It surprised me to learn that in Sweden it is not proper to be proud or to boast. By studying another country’s ads, we learned that each country has its own respective companies that have already been established as well-known companies. Thus, they are able to incorporate more humor in their commercials without having to explain what the company is about. It was fun to talk to Swedish people! They actually have Swedish fish.

  2. Jesper says:

    Susanne, Valentina & Jesper UU-Group D

    Fun assignment! We had a good discussion, relaxed and rewarding. We took a few detours from the original topic, but still managed to produce an interesting commercial that was adapted to both cultures doxa. We feel that we have gained a deeper understanding for the American culture and how it differs from ours. We learned about American traditional views on alcohol consumption; and how it’s represented in ads. With Sweden having a more liberal view on alcohol in particular we needed to discuss our way to a commercial that would work in both countries. Interesting talking to you guys, we hope you’ll have fun and make the most of your coming 21st birthdays! 😉 hej då!

  3. Lars, Alexander, Elin says:

    We were a little surprised to find out that the Swedish commercial which we chose would be able to run in the US as it is, because it’s making fun of Americans ans the American Army. Our Stanford-group taught us that that was not the case, most Americans considers that type of humor funny, and that ironic and humoristic commercials are common in the US.

    Both ads would work well in both countries, IF the American company was already a house-hold name in Sweden. As it isn’t at the moment, the company would have to give a proper introduction to itself first.

    Our cultures have many things in common, perhaps due to the fact that we live in a sort of modern culture.

    If you study another country’s ads and cultural contexts, you will gain better knowledge and understanding of thet country’s doxa.

    We thought it was wery nice to get this opportunity to discuss our subject with people from the other side of the world! It was a lot of fun to get to talk to Tianda, Melissa, Kelsey and Steven, and get to know you, your country and your lifestyle a little better!

    Elin, Alexander, Lars

  4. Anna-Karin, Anna M, Elin Ax (group b sweden) says:

    It was hard to find a common doxa in the commercial for the military, because of the very different military culture and traditions.
    The commercial for the underwear company Björn Borg, where there was a gay marrige would work in some states, like Californa, but not in a lot of others, like Texas. That means kind of a small audience. The products doesn’t show in the commercial and that is something our American friends didn’t think would work, that the logo of the company only shows in the end.

    To study different countrys ads and commercial is a great way to learn about the countrys doxa. At least the doxa of the audience that we think the commercial is for. Sometimes prejudies were confirmed, and sometimes not.

    This exercise showed us an effective way to learn about how important it is to think about the audience when you make commercials.

    It was really fun!

  5. Emilie and Linnea says:

    We discovered that Swedish and American doxa in many aspects is very alike. We have the same idea about what a typical teenager is like (both according to the cliché and IRL), and since we agreed upon this we managed to create an idea for an ad that would work both in the US and in Sweden.

    We would have appreciated to have a bit less restricted time schedule, as we were sometimes forced to move on from an interesting discussion and analysis – to talk about the next subject. We would also have appreciated to regard the instructions more as guidelines (because now we felt that it was more as a checklist, and each topic maybe was not relevant for the ads chosen). This we believe would have been more effective and probably would have resulted in more unexpected conclusions.

    It was fun getting to know some new perspectives on commercials and cultural differences.

  6. Sofia and Caroline says:

    Sofia Nylander and Caroline Wänlund (Group E Sweden):

    We realized that commercials are bound to the doxa of each country. In addition, the topoi where one searches for arguments differs widely based on which culture the add is intended for. For example, tradition, history and nationality are all effective topoi in the US but not so much in Sweden. We think that it is very important to understand that visual texts don’t always reflect the reality but most often the cultural doxa. Both swedish and american cultures are affected by consumerism. Although we don’t want to admit it, maybe commercials have influenced our way of living when it comes to that. While studying other countries’ ads, we get a better picture of the cultural values which lies beneath them and that we have to pay attention to our own doxa in order to fully understand the impact commercials can have on the society. Also, it was fun to talk to the guys from Stanford! The university seems great!

  7. We learned that rhetoric theories don’t really change much across cultures, but that it is the perspective and use of it that varies. The most memorable was the interaction with the Stanford students, and our discussions about media, politics, political campaigning and differences between Sweden and the US.
    The cartoons we looked at showed how Swedish media pictured Obama as the “good guy” entirely, while McCain was pictured as the “bad guy”. In the cartoons from the US, it wasn’t that easy: the candidates were presented with more complexity, with both good and bad sides. Why that was, we didn’t have the time to discuss properly, but we talked about it being a product of the very different political climates in our countries.

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