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Monster Ad Theory: Symbolic Convergence Theory

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Arun Jacob
Arun Jacob

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.

Technologie
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TALKING ABOUT THEORY ,[object Object],[object Object]
FEATURES OF MONSTER AD ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONTENT OF THE AD ,[object Object],[object Object]
Explaining Success: an Objective Theory ,[object Object],[object Object],[object Object],[object Object],[object Object]
Explaining Success: an Interpretive Theory ,[object Object],[object Object],[object Object]
Bormann’s Symbolic Convergence Theory ,[object Object],[object Object],[object Object]
Fantasy Themes ,[object Object],[object Object]
Symbolic Convergence ,[object Object],[object Object],[object Object]
“Objective” Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object]
“Interpretive” Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Monster Ad Theory: Symbolic Convergence Theory

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