...advertisement uses pathos as their primary methods for persuading an audience. Both advertisements were published recently in Popular Science Magazine. Both of them employed Aristotle’s modes of appeal. Consequently, I will be comparing and contrasting advertisements of Bridgestone and Hummer, by analyzing the modes of appeals, claims, support and warrants. Hummer and Bridgestone are well known companies, thus establishing ethos through their brand names. Moreover, the two products have associated websites that anybody can go to, to establish credibility; for Hummer, it is hummer.com, and for Bridgestone, it is bridgestonetire.com. These websites are easily accessible via internet. I mentioned before how their brand names establish ethos. If one had never heard of these brand names and they wanted to see or do research on Hummer and Bridgestone companies one can go to their website and look up the companies background for their credibility. The websites go in-depth in describing their products, their line of work, history of the company, all of these establishes ethos. There is rarely any company that doesn’t...
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... Company Overview General Motors (GM) is an American global car manufacturer headquartered in Detroit Michigan. Employing 202,000 people, GM produces automobiles in 31 out of the 157 countries in which it conducts business. In 2011, GM succeeded in surpassing Toyota and Volkswagen with the largest number of sales worldwide, 9.03 million vehicles1. At the heart of General Motor’s charge is customer satisfaction: “At the new General Motors, we are passionate about designing, building and selling the world’s best vehicles. This vision unites us as a team each and every day and is the hallmark of our customer-driven culture.”2 Background Information As the world emerged into the 20th century, automobiles were viewed as new, cutting edge technology. Little did the world know how dependent economies would become on this “carriage with no horses.” In order to meet the growing public demand for automobiles, new companies emerged on a widespread scale. Among the first on the scene was General Motors founder, William “Billy” Durant who founded the company on September 16, 19083. Throughout the first few decades after the company’s creation, General Motors only held possession of Buick Motor Company, but as the years progressed General Motors acquired an additional twenty car manufacturers including Oldsmobile, Cadillac and Oakland, also known as Pontiac. After the world recovered 1 http://www.freep.com/article/20120119/BUSINESS0101/120119015/GM-again-world-s-largest-automakter?odyssey=tab|topnews ...
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...Monsanto Attempts to Balance Stakeholder Interests Monsanto is one of the largest specialized in biotechnology companies that were not the largest ever in the world in this area. It has focused in recent decades on the modification of crops through the introduction of new genes and gene-conditioning inside the seed a better way for the development of specific goals such as control pests and increase production rates. Monsanto produces and markets 90% of genetically modified seeds that have helped farmers around the world. Through its products from seeds or genes used by other companies have the monopoly of Monsanto arrived in some crops in 70-100 of the market share of the foregoing became Monsanto's supporters and anti-where the point of view of the supporters was that Monsanto since reached technology that can contribute to solving the problem of food shortages in the world, including availability of high-yield products and resistance to pests. The opinion of the owners and your monopoly may make Monsanto multinational giant requisition food supplies in the world modified seeds genetically its health effects and the environment and biodiversity with all this division between the pro and anti-Monsanto this giant did not stop from becoming the largest and most govern in crops. All this controversy makes us look into the history of Monsanto where beginnings were in the production of chemicals that make us more wary of Monsanto products, modified Rathian the safety of individuals...
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...Word List (AWL) 6 ……………. 31 Word Formation 4 ................................ 32 PRESENTATIONS ……………………...… 33 Argument ……………………………………. 33 READING The article on the following pages is taken from the Science & Technology page of the BBC website. Dated 19 July 2010, the article expresses one point of view in the continuing debate about GM food, which is a significant part of the biotechnology industry. “GM” stands for “genetically modified.” Exercise 1 Overview Answer the questions below to obtain an overview of the article. Many questions can be answered by reference to the topic sentences. 1. 2. 3. 4. What kind of science does Jonathan Jones specialize in? He is writing in the BBC’s “Green Room.” What is that? Read the article synopsis. What does Professor Jones think about GM food crops? Read the whole of the introductory paragraph. What does the scientist do in the first half of this paragraph? What does he do in the second half? 5. Read the first sentence of paragraph 2. What two conflicting goals does the scientist want to achieve? 6. What connection with GM, if any, do the three photos have? 7. According to paragraph 4, how long has Jones been involved in genetic modification? 8. What is paragraph 5...
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...413- Debate Speech Opening: The CICA states in their “Understanding Financial Statements” document that the independent audit is the highest level of “reasonable” assurance that a company is presenting fair and applicable data based on the standard IFRS/ASPE frameworks. Two key words are repeated in this document, reasonable and independence. Audit results are reasonable as absolute certainty is not possible with the judgment, testing, and the limitations of internal controls, which are beyond the auditor’s control. Audits are done as a persuasive more so than a conclusive tool for shareholders. Independence is required for an audit as it adds overall value to the evaluation. The value of independence conducted by a certified professional accounting firm includes proximity, flexibility, compliance, collective interest of the industry, and general access to resources. 1) Proximity – audit independence allows the company to choose a professional accounting firm that is closer to their industry, especially in rapidly changing sectors it is beneficial to have an auditor who is familiar with that type of market. This allows for more detailed and current information to be presented, evaluated, and reported as problems can be identified in a more timely fashion. A lot of times with regards to industry proximity and understanding, government regulators are playing “catch up”, as quoted in a Harvard Financial Reporting debate article. 2) Flexibility – the flexibility...
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...* DAY1 * What is Sports Marketing? It depends! (IV League Schools say!) * We need to influence and Persuade! * Sponsorship “getting the bat in the hands of the right player” * IMGbiggest sports marketing agency in the world, Mark McCormick, said “it is putting a celebrity/athlete with a product/company”….and that is it. * Louis Shefield* wanted NBA basketball team in Miami (Miami Heat). He said “its easy to fill a stadium once, but each time its hard”. He saw that basketball would get bigger than it was and it needed to go to Miami. He said sports marketing is just about “Sagacity.” * Sagacity A vision for the future. Example by Louis, Nike taking swoosh off bottom of shirt and putting it on the chest. And, the only reason we know about Ted Turner is because of exposure. Active and innovate an idea. Dictionary Definition: foresight, discernment, or keen perception; ability to make good judgments. Seeing a trend and executing it! Execute your idea and fulfill what you start! * Tommy Karam Wanted to turn LSU scoreboard into a marketing opportunity by putting ads on it using triplicates (3 rotations: purple, purple and tiger stadium, then purple, tiger stadium and a company’s name). He thought this would be sagacity! He spoke with a man at Exxon and he liked Karam’s idea and Karam sold the sponsorship to Exxon for $250,000 per scoreboard (when they were going for around $300,000). Karam later found out that corporate signage is against University procedures...
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...to have given at least 1000 times across different locations around the world. The documentary contains stark visuals of the recent natural calamities, possible future disasters and the mind-boggling graphs that force the audience to take a deep interest in the issue. It uses small animated clips to explain the phenomenon of global warming, highlight its probable impact on polar ice caps and foresee the likelihood of extinction of the living organisms there. The slide show in the film is interspersed with several anecdotes from Al Gore’s personal life which act as psychological tools aimed at helping the audience realize the importance of this much ignored environmental problem. Al Gore talks about his experience when he almost lost his son and how that completely changed his approach to life. He shares that his sister died of lung cancer and that his...
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...RUDE AWAKENING Chapter 6 A Tale of Two Plants: NUMMI Teamwork Versus GM Bureaucracy One might not recognize Rick Madrid as the same man who carried, by his own admission, "a pen and a punch" as an inspector (wo years ago. Oh, the outward appearance hasn't changed much—tattoos and mirrored shades continue to be his trademarks. But the "Iron Maiden" T-shirt is now cleverly concealed beneath his sharply pressed shop coat provided by the company. He's a team leader now, qualified and sanctioned by his peers. He prefers to be called a team motivator, however. "I'm part of the team; I don't have a team. Let people maintain their own personality." —CM Today publication 41 workers. There is a pervading attitude that "if you give them an inch, they'll take a mile," because they don't really want to work. The idea, for example, that a worker in the plant would have the power to stop the line in order to eliminate a problem was heresy. Wouldn't such permission lead to widespread line-stoppage for every whim? Not, according to Toyota, if you instituted a system of worker responsibility and accountability. American companies might think they had a tight rein on employees, but with little responsibility resting directly in the workers' laps, there was also little accountability. And what were the workers being held responsible for? In the first instance, quality. In Japanese companies, quality was part of the process, not something added on in the inspection phase. American...
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...RESEARCH PAPER ON GM Introduction "General Motors has no bad years, only good years and better years" (Sloan, 1972). This mantra established in 1950 by former GM president Harlow H. Curtice may have been true at one point, but is called into question today by many, including Wall Street. General Motors Corporation, also known, as GM or GMC is the world’s 2nd largest auto company in sales revenue behind Toyota which took the lead in 2006. General Motors reigned as the global leader in the automobile industry for the last 76 years, which was longer than any other automaker. Today, Richard Wagoner, Jr., GM Chairman and CEO currently runs GM, which was founded in 1908. GM today employs approximately 324,000 people around the world, with their global headquarters in Detroit Michigan. Their European headquarters is based in Zurich, Switzerland. In 2006, 9.1 million GM cars and trucks were sold globally under the following brands: Buick, Cadillac, Chevrolet, GMC, GM, Daewoo, Holden, Hummer, Opel, Pontiac, Saab, Saturn, and Vauxhall. General Motors has a superb relationship with international connection. GM takes pride in fostering global partnerships and consumer relationships. GM is majority shareholder in GM Daewoo auto & Technology Co. of South Korea and has had collaborative ventures in technology and manufacturing with several other automakers. It also has ventures with Shanghai Automotive Industry Corporation of China. GM’s largest national market is the United...
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... D. Step Four: Identify the Consequences E. Step Five: Identify the Obligations F. Step Six: Consider Your Character and Integrity G. Step Seven: Think Creatively about Potential Actions H. Step Eight: Check Your Gut V. Practical Preventive Medicine A. Doing Your Homework B. When You’re Asked to Make a Snap Decision VI. Conclusion VII. Discussion Questions VIII. Exercise: Clarifying Your Values IX. Case: Pinto Fires Teaching Notes – Discussion Questions 1. If you had to choose just one of the philosophical approaches discussed in this chapter to guide your decision making, which would you choose? Why? Or, if you had to rank them from most to least helpful, how would you rank them? Probes to Stimulate Discussion "Think about your own ethical decision making. Do you already use any or all of these approaches? Separately or in combination?" "Consider looking into your religious background for guidance. For example, most religions...
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...C H A P T E R T W O Communicating Strategically In the first chapter, we examined the changing environment for business over the last half century. In this chapter, we explore how these changes have affected corporate communication and why it has become imperative for modern companies to communicate strategically. Strategic communication can be defined as “communication aligned with the company’s overall strategy, [intended] to enhance its strategic positioning.”1 An effective strategy should encourage a company to send messages that are “clear and understandable, true and, communicated with passion, strategically repetitive and repeated, [and] consistent (across constituencies).” We begin this chapter with a summary of the basic theory behind all communication, whether individual or organizational in nature. We will also briefly discuss influential models in modern communication theory. Although many communication experts have adapted these theories to help leaders communicate in writing and speaking, few have looked at how these same basic theories apply in the corporate communication context—that is, the way organizations communicate with various groups of people. Communication, more than any other subject in business, has implications for everyone within an organization—from the newest administrative assistant to the CEO. Thanks in part to important strategy work by academics such as Michael Porter, Gary Hamel, and C. K. Prahalad, most managers have...
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...Communicating Strategically In the first chapter, we examined the changing environment for business over the last half century. In this chapter, we explore how these changes have affected corporate communication and why it has become imperative for modern companies to communicate strategically. Strategic communication can be defined as “communication aligned with the company’s overall strategy, [intended] to enhance its strategic positioning.”1 An effective strategy should encourage a company to send messages that are “clear and understandable, true and, communicated with passion, strategically repetitive and repeated, [and] consistent (across constituencies).” We begin this chapter with a summary of the basic theory behind all communication, whether individual or organizational in nature. We will also briefly discuss influential models in modern communication theory. Although many communication experts have adapted these theories to help leaders communicate in writing and speaking, few have looked at how these same basic theories apply in the corporate communication context—that is, the way organizations communicate with various groups of people. Communication, more than any other subject in business, has implications for everyone within an organization—from the newest administrative assistant to the CEO. Thanks in part to important strategy work by academics such as Michael Porter, Gary Hamel, and C. K. Prahalad, most managers have learned to think strategically...
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...NEW PRODUCTS AND BRAND EXTENSIONS To facilitate the discussion, it is useful to establish some terminology. When a firm introduces a new product, it has three main choices as to how to brand it: 1. It can develop a new brand, individually chosen for the new product. 2. It can apply, in some way, one of its existing brands. 3. It can use a combination of a new brand with an existing brand. A brand extension is when a firm uses an established brand name to introduce a new product. When a new brand is combined with an existing brand, the brand extension can also be called a sub-brand. An existing brand that gives birth to a brand extension is referred to as the parent brand. If the parent brand is already associated with multiple products through brand extensions, then it may also be called a family brand. Brand extensions can be broadly classified into two general categories: Line extension: The parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand. A line extension often involves a different flavor or ingredient variety, a different form or size, or a different application for the brand (e.g., Head & Shoulders Dry Scalp shampoo). Category extension: The parent brand is used to enter a different product category from that currently served by the parent brand (e.g.. Swiss Army watches). Most new products are line extensions—typically 80 percent to 90 percent in any one year. Moreover...
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...FRANK T. ROTHAERMEL DAVID R. KING Tesla Motors, Inc. January 1, 2015. Elon Musk, chief executive officer (CEO) of Tesla is taking it easy on this New Year’s Day. While having his coffee, he scrolls through some recent issues of The Wall Street Journal on his iPad. A headline from one current story jumps out at him, “Gasoline prices have declined for 88 consecutive days, the longest streak of falling prices on record.”1 The slide in gas prices, which began in September 2014, also happened to coincide with the slide in Tesla Motors (TSLA) stock. With increasing oil, and therefore gas, prices, people had an incentive for purchasing electric cars. Now with gas prices drop- ping, the incentive to buy would start to become less of one, and the demand for the product would probably drop. This was one of the challenges facing Musk on this New Year’s Day. In addition to hav- ing to contend with lower selling costs due to rising production, Tesla was also confronting increasing competition and economic headwinds that were likely going to lower the demand for electric cars. Musk is a serial entrepreneur longing to leave a legacy, and he believes that Tesla just might be the company that will help him leave his mark. He has a large profile already and has been described as “Henry Ford and Robert Oppenheimer in one person,” as well as “Tony Stark, the eccentric inventor better known as Iron Man.”2, 3 (In fact, Musk made a cameo appearance in Iron Man 2.) But, with sev- eral pressing...
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... Assessment of Addiction and Co-occurring Disorders Marifel is a 19-year-old woman of Filipino decent who was in a boating accident last summer while participating in graduation celebration activities. While celebrating with boating, Marifiel’s boat hit a rock and she lost control, seriously injuring herself and killing one of her friends. As a result, Marifel had to be treated for her injuries and she was given opiates to help control her pain. The opiates worked beyond Marifel’s prescribed treatment and helped to ease the psychological pain of her friend’s death. The orients helped her to act the way she did beyond her accident, psychologically. However,...
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