Post #6: Pentadic Criticism, Selection for Critical Essay #2

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Artifact: Apple’s Diversity commercial “Inclusion inspires Innovation”

Pentadic Elements:

  • Act: Wanting people to be inclusive to better the world
  • Agency: Uses many different Apple employees to express the diversity within the company
  • Agent: Narrator/Apple
  • Purpose: To promote diversity and individualism
  • Scene: Apple’s office building

Ratios:

  • Act-Agency: yes
  • Act-Agent: yes
  • Act-Purpose: yes
  • Act-Scene: no
  • Agency-Act: yes
  • Agency-Agent: no
  • Agency-Purpose: yes
  • Agency-Scene: no
  • Agent-Act: no
  • Agent-Agency: no
  • Agent-Purpose: no
  • Agent-Scene: yes
  • Purpose-Act: yes
  • Purpose-Agency: no
  • Purpose-Agent: no
  • Purpose-Scene: no
  • Scene-Act: no
  • Scene-Agency: no
  • Scene-Agent: yes
  • Scene-Purpose: no

  Dominant Element: Act

The dominant element is Act because all the other elements could be changed and the message would still be understood through the Act; wanting people to be inclusive of everyone. The implications if this commercial is to see Apple as a company that promotes individualism, diversity, and equality and to encourage other people/companies to implement these qualities into their own lives.

For Critical Essay #2 I will be using Ideological Criticism to analyze a 2013 Tide commercial. Tide’s 2013 commercial continues this stigma with a mother as the main spokesperson encouraging the use and purchase of Tide. Ideally the audience would be for anyone that washes their clothing, however, the company narrows this down to a smaller group of people: mothers. The stereotype that has grown from our society is that mothers are the most likely to clean clothes along with other female stigmas. I chose this artifact because like many commercials in today’s society, it stereotypes women and I want people to see where these stereotypes begin and grow. Using Ideological Criticism is the most obvious form of analysis for this piece because it explores the hegemonic views of our culture.

Apple. “Apple-Diversity- Inclusion Inspires Innovation.” Youtube, https://www.youtube.com/watch?v=qxKFDnzluOs. Accessed 4 April 2018