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Arun Jacob, profile picture
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Talking About Theory

The document discusses Kenneth Burke's redemption myth theory and Bormann's symbolic convergence theory to analyze the success of a Super Bowl ad for Monster.com. Burke's theory views the ad as tapping into desires for fulfilling work by showing how current jobs fall short of childhood dreams, motivating viewers to seek better opportunities. Bormann's theory suggests that fantasy themes in the ad resonated with viewers' past experiences and created a sense of shared consciousness. The theories provide different perspectives for understanding how persuasive communication works.

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TALKING ABOUT THEORY THE MONSTER AD Bormann’s Symbolic Convergence Theory
FEATURES OF MONSTER AD Ad was for Monster.com, an Internet job search company Showed in SUPER BOWL 100 million television viewers worldwide 30 sec black and white commercial Led to 300% increase in resume searches on Monstercom and significant increase in traffic
CONTENT OF THE AD Pictured children talking about what they wanted to be But what they said they wanted was clearly not anything that anyone would want: e.g. “I want to be a yes man”; “I wanted to be underappreciated etc”.
Explaining Success: an Objective Theory Schwatz’ ‘RESONANCE PRINCIPLE OF COMMUNICATION” Most successful persuasive messages evoke past experiences (e.g. contrast between childhood dreams and pedestrian reality of work) Ad that triggers past experience matches viewers’ own thoughts, feelings, creates “resonance”. Past experience more than the persuasive message motivates people’s behavior Theory is scientifically testable: comparing reactions to different ads and asking people about the associations that an ad triggers.
Explaining Success: an Interpretive Theory Kenneth Burke’s Redemption Myth (1) object of desire – fulfillment in work life (2) obstacles blocking desire – boring work (3) motivation to seek the desired object – guilt to be stuck in dead end (4) means to alleviate the guilt “there’s a better job out there”. Guilt is roused by “perspective by incongruity” device
Bormann’s Symbolic Convergence Theory This theory applies to communication in small group. It is about a particular kind of communication, namely “fantasy theme analysis” It looks at the relationship between dramatic imagery in speech AND group cohesiveness
Fantasy Themes Fantasy = creative and imaginative interpretation of events, including reference to events in the group’s past, speculation about the future, talk about life outside the group. Fantasies are expressed through stories, jokes, metaphors and other imaginative language that interprets or places a spin on familiar events
Symbolic Convergence Symbolic convergence occurs when such fantasies meet with positive response : e.g. laughter, increased energy, upbeat tempo in conversation, “chaining out” – thus a “fantasy theme”. Through symbolic convergence: a sense of community or group consciousness (“I”, “Me” pronouns give way to “Us”, “Our” etc), more overlapping speech etc. Fantasy themes may cluster : e.g amongst ranchers, disdain for “interfering gun-control lobbyists” or “tree-hugging environmentalists”.
“Objective” Evaluation Theory explains (e.g. chaotic group behavior), answering the question why (fantasy themes relieve tensions within group) Doesn’t predict well when a fantasy will ignite and trigger a chain reaction Relatively simple Difficult to test : most groups already have a history; when do fantasy themes reflect group cohesiveness, when do they create it? Has practical use value: organizational communication
“Interpretive” Evaluation Offers new understanding of people – universal patterns of symbol using Brings people’s values into the open Sometimes fails test of aesthetic appeal Establishes community of agreement – most scholars find use in the theory Contributes to social reform merging scientific and humanist perspectives.