Capstone Project Presentation: Final
Transcript: commodity entwined with fantasy happy ending "fictional emotional imagination" (Illouz, 210) The Final Stretch deeper content-analysis through the characters’ bodily gestures or the “micro cues” gestures transcend the immediate context of the social interaction actor’s body occupies or utilizes space in meaningful ways (Cuffari, 2011) cycle of perceiving and acting—an intrinsic reciprocity between bodies (Sakr, 2013) ‘affect’ as "the corporeal relationship between spectator and film” (Walden, 2013) Identity Construction: Back to relevant real-world phenomenon Form natural narrative (Labov) + linear narrative (Todorov) alignment of stages present in both adhering to a formulaic structure ensures proper performance of the narrative • inquiry and analysis, generation and evaluation of evidence and argument immersion in my own chosen topic eliciting engagement in others Brand Identity & Consumer Identity Knowledge of the Natural World and Human Cultures and Societies identify with "the good life" portrayed sympathize / empathize with characters' misfortune inspired to do social good / moral duty identities depend on, and are constructed in, a given context (IMPROVED) (IN A NUTSHELL) • critical and creative thinking Coca Cola (USA) | "Share a Coke This Summer" Emotional Response: romantic fantasy & emotional connection to the brand via the story, which is the brand – or at least comes across as the authentic voice (identity) of the brand” (Bamberg, N.D.) The Project: Now • knowing the world in its many dimensions (Illouz, 209-211) “46% of the Super Bowl viewing audience is female" “powerful female role models and messages that were clearly designed to resonate with female audiences” trend of women dominantly wielding purchasing power "narrative style of form and content" authenticity Apple (USA) | "Misunderstood" more geared towards “creating an image around the product” brand image becomes the gauge of trustworthiness for the actual product (“authenticity”) constant upkeep frame-breaking way of thinking freedom and agency in an academic setting archetypal visual vignettes • rigorous engagement with big questions Ability to Integrate Knowledge and Skills various tangents as motivation for potential future research • interdisciplinary thinking Square One It is through this archetypal story form and content that such narrative scripts and images that are disseminated in visual media become anticipated as a series of "visual vignettes” (Illouz, 227), both molding and molded by our own desires. imagination Intellectual and Practical Skills Affective Appeal & Fictional Emotional Imagination “These messages use poignancy, humor, excitement and other engaging tactics to evoke emotional responses, thereby playing into people's desire for love, belonging, security, self-esteem, status, etc. and connecting those positive feelings with the brand” (Crosby, 2010). context Rejoice (Philippines) | "Hopes & Joys" "gold-plating" “The brand, here, must seem to the consumer more than the thing itself” (Sennett, 144). MetLife (HK) | "My Dad's Story - Dream For My Child" • resilience and persistence morality as performative and socially constructed (Illouz, 26) identity dilemma of “agency versus passivity” (Bamberg, De Fina, & Schiffrin, 2010) Superbowl Commercials (Yu, 2015) Intercorporeality | Embodiment the ability to bring a certain social identity to the foreground relates to the ability to influence one’s behavior (and thus one’s consumer behavior) Content (three-fold narrative resonance) identify with "the good life" portrayed sympathize / empathize with characters' misfortune inspired to do social good / moral duty The Project: Then “Global Cultures & Identities” "Qualitative Psychology" "Discourse, Romance & Coolness" (F.Y.I.) Fictional Emotional Imagination Where I am now Where I was at the beginning “The capacity to derive meaning from relationships and emotions is better found in those bonds that totally engage the self, enabling it to focus on another person in a way that is self-forgetful (as in the ideal models of parenthood or friendship, for example)” (Illouz, 246) • written and oral communication valuable in the construction of my academic identity and my desired professional identity Intercorporeality | Embodiment (Micro Cues) the commoditization of social constructs “microfilms”: video advertisements with "emotional-short-story-meets-TV-drama” narrative style of form and content social commercials intend to: evoke an emotional response resonate through social relationships harp on one's own identity-construction analysis aims to: dissect the "how" and "why" that underlie the inclination towards such narrative-rich audiovisual determine specific facets of such a successful advertising approach explore the implications on brand and consumer identities Brand Identity & Consumer Identity positions products beyond fulfilling a utilitarian need but as having a deeper emotional connection “romantic self” being put at