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Myers, Patrick

Page history last edited by PatrickMyers 12 years, 1 month ago

Greetings, on this web space you will be viewing some visual and compository work from my time in English 1301 at El Paso Community College. You will be viewing these different assignments in the following order:

 

1. Discourse Community Map

2. Discourse Community Memo

3. Genre Analysis

4. Visual Analysis

5. Visual Argument

 

 

1. Discourse Community Map

 

 

 

 

2. Discourse Community Memo

 

Regarding the Discourse Community Map presented above, I would like to present a solution surrounding my personal discourse community, weightlifting. The presumption of anyone involved in this particular discourse community, is steroid use. People see other individuals taking initiative to better their health and well-being. But because of popular muscle magazines, posters, websites, and other media, people falsely assume that that individuals success is from steroid use. To prevent this, a learning experience is mandatory. This can come by creating simple pamphlets or online blogs. On a larger scale, conventions or local public appearances from nutritionists, doctors, and athletes could inform people on what weightlifting is, and what it entails.

3. Genre Analysis

 

 

            What is weightlifting? According to an online dictionary, provided by bing, weightlifting can be defined as, “the sport of lifting heavy weights, either for exercise, or in competition.” Sounds very straight forward and to the point, but if you ask a person who is involved in weightlifting, it encompasses so much more. It is an activity in itself, but the essence of mind and spirit cannot be expressed using that definition. Weightlifting is an escape, a way of life, that some find as a release of all the anger, frustration, and other emotions one has built up inside. Great success can come to a person involved in weightlifting, and this can be seen in our world today.

            A prime example of this is a popular fitness magazine. Men’s Fitness is a world renown fitness magazine many men find helpful in guiding them to a healthier, happier lifestyle. In this magazine, one can find tips from nutrition and diet, to specific workouts and sex advice. It also offers articles that give information on many types of supplements for those who want to become, or are already more involved in the fitness community.  The magazine offers very factual, detailed articles that are very helpful in those who are ambitious to take their fitness to the next level. It is proven that we remember more of what others teach us then just doing research alone. Men’s Fitness takes this into account by also providing interviews with successful athletes within the magazine itself, but also online. The beauty of the variety of articles and information within the magazine is that they (articles) accommodate all interest and fitness levels. It gives off straight to-the-point information that one can decide to dissect as they choose. It is like having all the ingredients to make a delicious feast, while giving you the freedom to add your own special twist. The magazine helps as a guide to aid you in your own fitness journey.

            One thing, though, the magazine cannot express is the discipline and intensity involved in the manifestation of concentration it involves to actually to the work and see the results. In a documentary entitled “Kai Greene: Redemption,” we can take a look into one man’s life as he deals with the struggles and trials that come with being a professional bodybuilder. Kai Greene, a New York native, has more than earned what he has accomplished throughout his life. From growing up in poverty, to winning the 2010 Arnold classic, he has seen both dark and bright days. Kai grew up in Brooklyn, New York as an orphan. He found his passion during his teenage years by discovering bodybuilding. He was able to find a place to thrive and succeed, but he knew it wasn’t going to come without discipline and hard work. Kai, throughout his documentary, explains this concept of being a “champion of mind.” He explains this as viewing ones success before it happens. Through this, you can look past all the details, as they will come with time. Because you are not dwelling on sources of negative energy, and surrounding yourself with positive energy, half the battle is already won. Kai is a very philosophical individual and deeply inspirational. In the documentary he lets complete strangers (us) view his life in both good times and bad. This is what allows us as individuals to learn what it takes to ascend to our own personal fitness goals. The dedication, discipline, respect, and heart this man has for the sport of bodybuilding is astonishing. The lessons he teaches can be applied outside of the world of fitness as well. That concept of being a “champion of mind” is what Kai Greene is and represents to people who view him.

            Now don’t get me wrong, Kai Greene also gives tips on nutrition as well as other topics, they are just not as detailed as the word for word magazine. Kai’s approach to fitness is more based on philosophical thoughts and beliefs while the magazine is more based on facts and numbers. Both the documentary and the magazine are go-to sources of information that any aspiring weightlifter will find helpful in their own journey to their ultimate fitness goals. The main point throughout any source of weightlifting material is persistence. Persistence is definitely the staple idea behind weightlifting; this is also clearly apparent in both the documentary and magazine.

            Now going back to the definition of weightlifting. That simple one sentence definition involves so much more to a weightlifter then simply picking up heavy weights. The discipline, dedication, struggles, and commitment it takes to be the best is what weightlifting is about in essence. People try to break the idea of being a weightlifter down to specific details, and to be honest you can’t possibly do that. Even the most successful individuals involved in weightlifting cannot give you a strict definition. That is the beauty of being a weightlifter, because the entity that is weightlifting, is entirely up to the individual and their thoughts and actions.

 

 

4. Visual Analysis

 

Picture courtesy of BSN  

 

            While observing this Body Science Nutrition (BSN) advertisement we can see a towering protein shake standing over a barbell with some weights on it. We can also notice this advertisement is placed within a gym.

            The almost immediate message of this advertisement is strength. From the gym setting, to the captions, we can see that the message BSN wants to get across is, “ You will grow and get very strong by drinking this protein shake.” This appeals to most people that do, indeed, workout. People workout to get stronger and healthier, and that is what this advertisement most apparently signifies.

            There are also a few linguistic messages to this advertisement as well. Written in big, bold, white letters (to catch your attention) is, “Who’s the big guy in the gym?” This implies growth among those who are willing to use this product. Under those words it also says, “…ready to be discovered.” Now discovery in fitness is mostly linked to popularity and success within the sport and among the community. Including this short phrase adds emphasis on not only an individual getting stronger and more muscular, but that they can be successful in life and or popular by using this product. There are smaller captions at the bottom of the advertisement that add some additional information about the product and focuses on delivering it by keeping a cool tone. It is as if a friend of yours has used the product before and is talking to you about it. This adds more emphasis to the attention of the reader and initiates a sense of friendship. BSN applies many different approaches to appeal to the audience.

            Now, when looking at the visual aspects within the advertisement, it is a bit different. It is different, in that, there is almost a sense of intrigue through intimidation to get the readers attention. Fist off, the most noticeable aspect is that the protein shake is ridiculously enlarged to give the intention of a large, strong athlete. By doing this, it reinforces the idea set by the captions. Color also plays a very important role in this advertisement. The color red is everywhere. But, red is only placed on BSN’s product and labels while the gym in the background is set to a gray scale. Red, in most instances depicts violence, rage, blood, and wrath. This is mostly due to western civilization ideas of the color red. This is is where that sense of intimidation comes in. There are also some retailers listed on the bottom of the advertisement, but don’t play a part in this visual analysis. By using the enlargement, setting, and colors displayed in the advertisement, it intrigues the reader to want to use the product.

            By using both linguistic messages and visual aspects within this advertisement, it establishes a sign. The sign displayed within the advertisement is growth. This growth is due to the signifier and signified derived from the ad. By using visual aspects and linguistic messages of bigness, this signifies strength. The sign of growth is not only that of physical stature, but one of personal and social growth.

            The advertisement is both significantly detailed, but at the same time, appealing and comfortable. The targeted audience for this ad could be seen as anyone curious about fitness. By using the simple linguistic and visual messages, it wouldn’t be difficult for most people to understand this advertisement. But it is also targeted to those who are more experienced in fitness and supplementation by offering details of the amount of protein within the product. So it appeals to many different people.

            Advertising, in itself, is very psychological. Many variables go into creating a successful advertisement. The company wants to get their point across, but wants to take pride in their product as well. These are the coded and non coded iconic messages. In this particular advertisement, the non coded iconic message is that by using this product you will get bigger and stronger, period. Now, the coded iconic message is that because this company is well known within the supplement industry, you will almost have the pleasure of using such a prestigious product. Once the advertiser has encoded those messages into the advertisement, next comes the viewers perspective of the product. This perspective is known as the denoted and connoted meanings. Because this advertisement is targeted to fitness enthusiasts, both novice and veteran, it is quite simple to dissect the meanings. The denoted meaning the viewer will get in viewing this is that they will definitely progress in their fitness by getting bigger and stronger. The connoted meaning, on the other hand, is definitely strength. Strength is physicality, mentality, and individual growth. This advertisement appeals to many different people by using many linguistic and visual varieties to deem itself a successful advertisement.

 

 

5. Visual Argument 

 


 

                                                                                                                                                   

 

 

 

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