ENG 2150 Final

 

The most important thing I learned is that you learn to speak better by exposing yourself in someway to people who speak better than you; Gee’s papers early in the course taught me that. Gee discusses how children develop literacy. For me personally learning how to use “academic” or “intellectual” language is definitely a goal of mine. I feel like I have a much better idea of how to go about that after this course. Learning how to speak in they way that intellectuals will inherently result in better writing, writing that communicates intelligence and authority. I also learned that  “writing is formulaic,” there’s an underlying structure that “good” writing has an underlying structure.

 

The CUNY Times (Advertisement)

Who is literate? Groups manipulate language, these changes are considered improper because they deviate from the linguistic standard. “Discourse” languages are often just as sophisticated as the standard language. For this reason, it can be said that everyone is literate. “The CUNY Times,” the program my advertisement endorses defines literacy in the way I’ve just discussed. True literacy is only achieved as a result of fundamental instruction that is then paired with repeat exposure. My combined background in marketing, as well as non-profit work, lead me to create the perfect advertisement for this program.

A study initially conducted by Hart and Risley (and tested by many since) listed vocabulary as the most crucial variable in a child’s early academic performance, vocabulary defined as the number of words a child has heard from an adult in sustained conversation. During sustained conversation children get past the immediate and have to use language to communicate experiences, emotions, and thoughts about things other than the now. This type of conversation helps develop the kind of language and associated skills needed for higher level thinking. Hart and Risley note that on average versus an upper-middle-class child poor children enter school with 30,000 fewer words.

“We dissect nature along lines laid down by our native languages-We cut nature up, organize it into concepts, and ascribe significances as we do, largely because we are parties to an agreement to organize it in this way – an agreement that holds throughout our speech community and is codified in the patterns of our language.” – Whorf (1940: 213-14)

The Sapir-Whorf Hypothesis has been debated by members of the linguistic community since it’s conception; one part that is generally accepted is the idea that language has an effect on our thoughts and behavior.

The advertisements intended audience is wealthy people, those with big net worths and big hearts (or the desire to charity highlighted in The New York Times). The super-rich bring with them aside from money; a connected network, money, publicity, money, and perspective, and money; all of which serve the advertisements goal which is to help advance the program.  

The CUNY Times partners The New York Times and CUNY to teach New York City public school students what I will call the “language of power.” English and Journalism majors who currently attend a CUNY host guided sessions. Each session is comprised of learning exercises, practical application, simulations, and “sustained conversation.” Student instructors also meet with teachers to discuss how the focus of each session can be reinforced in the classroom. Each student instructor is paired with a donor who will sponsor their research and work at the school. Student instructors write an article at the end of the semester that is meant to be informative, entertaining, and instructional. Each article is added to a series published by The New York Times, “The CUNY Times.” The articles bring the program publicity, hopefully resulting in donations; and highlight the donor’s contribution (serves egos and good hearts). Student instructors in addition to possibly receiving college credit, enter their careers with a piece published in The New York Times.

The purpose of this ad is to solicit large donations from those with deep pockets to help fund “The CUNY Times,” a program who’s mission is to improve poor students chances at upward mobility through language. Learning the “language of power” opens students minds up to ideas and possibilities they couldn’t imagine before. Enhancing their understanding of how those in the professional world talk an inherently think allows students to enter rooms they otherwise would not have been granted admittance.

Why will it work you ask? In America, the tension between classes continues to rise. The media has made it it’s mission to demonizes those who are better off than most. Many people believe money is synonymous with greed, corruption, and even…EVIL!

*dun, dun, duuun*

Those who drive with sunglasses on, park in reserved parking spots and work behind large mahogany desks are more than aware that the public’s perception of them is an issue, a growing one at that. 

Outlets trusted to inform are less driven by facts and more concerned with feeding the readers hunger for sensation in ways that also aline with company politics. The media this has left many people confused and distrustful. The New York Times is considered to be one of the few publications left that’s kept its integrity. The Times being the unicorn it is within the current landscape of its industry offers a significant amount of value to possible donors.

The New York Times can shape or reform a donors image. Those who offer the program support see all the benefits of having an article in The Times highlight their philanthropic pursuits; my advertisement communicates this message perfectly.

This advertisement would be most effective if placed in Town and County. If you’ve never heard of Town and County, that’s because most of it’s readership consist of people who’s net-worths resemble Swiss phone numbers (If you didn’t understand that reference, you’ve definitely never heard of Town and County). “How Rich is Too Rich”, “How to Know if Your Housekeeper Secretly Hates You” these are just a few of the headlines that have graced T&C’s front page. Besides a lifestyle magazine, Town and Country is also heavily focused on philanthropy; the magazine hosts an annual philanthropic summit. The summit celebrates those who’ve found themselves with large amounts of wealth and now wish to use some of it to make the world a better place.

The ad’s design uses the same bareness and front as The Times, making it immediately recognizable while also working to establish a relationship in the readers head between the program, The New York Times, and possibly them. The phrase “Wouldn’t it be nice to read something good about the rich in the paper?” is undoubtedly a thought those who’ll see this advertisement have had before. Ending in “Donate.” sends a clear message; if you donate (a lot of) money to this program, it will say something good about you in the paper. Who doesn’t want the most trusted paper in the world to tell millions of people something good about them?

Positive coverage brings donors an unlimited amount of benefits. This advertisement gives the reader a way to alleviate guilt, notify the public they’re one of the “good ones,” boost their personal ego (something else the wealthy are estimated to control roughly 70% of), some might even do it out of the kindness of their heart! Amazing!

‘See Bibliography For Sources’