essay

1. Dear Professor, I finished my exam an hour ago
I started doing it as soon as I finished my last exam around 5:50pm, so that’s why I
am sending this a little bit late, today you told me to send you this situation so You
will not give me negative points on my exam. Thank you so much for having me in
this great, I really enjoyed taking it, hope I see you around dear professor.
Final Exam of <Poetry and Advertisement> 2016 Spring semester
Lecturer : Eunjung Park, Ph. D.
June 16 2016 year Business Administration Dept. Student No. 201503750 Name :
Maria Lissette Plaza Aguilar
*** Please answer the following questions in English. Please answer more than 5
lines in each question. (more than 100 English or Korean words : 예) father : 1 word /
아빠가 : 1 word ) 8 points * 13= 104 = 100 points
1 according to the “Parker pen adverting” please explain the definition of storytelling
in content era and media age
As we know storytelling . is the art of portraying in words, images, and sounds what
has happened in real while encouraging the listener’s imagination. By this
advertisement, we can observe how much the world we are living in has changed and
developed in a better way. There is a bunch of diverse elements used in it like texture,
image, and sound.
Image: It’s the pen itself at first sight, however, this one is combined with the
background the adv has, which is the black color.
Sound: the sound implies the new era we are living in which is like really modern
sound and quite loud with excitement, kinda of waiting what is next?
Texture: we can see in the advertisement, that the pen at one moment start writing on
a black column, we can observe the texture in which this pen writes as well as the
color which is white.
Basically, this advertisement is saying that we are living through the best years of
human history. A world where technology continues to evolve and digital as a whole
is an essential part of our lives. An era heavily driven by digital technology, content,
and Content, plays a dominant role within the digital. They get the message by
playing with our psychological and emotional sides of us.
6 why do you think the Schank’s script theory is influential to analyze the creativity
of storytelling in the advertisement? Please define the script theory in case of “the
Godfather – Michael Shoots Sollozzo and McCluskey restaurant”
The central focus of Schank's theory has been the structure of knowledge, especially
in the context of language understanding. It also introduces the concepts of scripts,
plans and themes to handle story-level understanding.
The key element of conceptual dependency theory is the idea that all
conceptualizations can be represented in terms of a small number of primative acts
performed by an actor on an object. Scripts allow individuals to make inferences
needed for understanding by filling in missing information. Script theory is primarily

2. intended to explain language processing and higher thinking skills. Schank applies his
theoretical framework to story telling and the development of intelligent tutors.
To explain the script theory in “the Godfather – Michael Shoots Sollozzo and
McCluskey restaurant”.
Scene 1: Pouring wine
The waitress is pouring wine, Sollozzo pass the glass to Michael, waitress leaves.
Scene 2: Talking
Sollozzo starts talking to Michael, he speaks really seriously , Michael replies to
them, the food arrives, they keep talking.
Scene 3: Going to the bathroom.
Michael asked to go to the bathroom, Sollozzo check whether he is clean, Michael got
a gun from the bathroom
Scene 4: Shooting
Michael comes back to the table, He seems to be overwhelmed, they talked for a bit,
Michael shot both of them. Michael leaves the restaurant.
There are many variations possible on this script having to do with different types of
restaurants or procedures. For example, the script above is not what usually happens
when you go to a restaurant you enter, order, eat and leaves this is a sudden script. We
can see there are a tons of variations in this storytelling that are out of sudden, such
variations are opportunities for misunderstandings or incorrect inferences.
7 Please explain the cognitive theory of “image and mind” with the advertisement of
“Dove real beauty Sketches”
What we think and what we see in reality are way different. It is exactly what Currie
argues that this view of mind is wrong and has shown to be wrong by cognitive
science, which shows mind to be”
Most of the time, human being think what they want to see or what they want it to be
according to their mind and perceptions. However, when they see the real situation
the reality is the other way around. So we might ask ourselves why do we think in that
way? Well, the response is quite complex, but briefly we can see we are used to the
conventional language and perceptions what we think it would be, but that thing we
are thinking of has a natural meaning, the meaning it was born with! To understand
better, we saw in class “Dove real beauty Sketches” advertisement in which the
cognitive theory is displayed. Basically, we can see that women are asked the way
they look, the key factor in here is these women answer from their perspectives, so the
painter draw an sketch of her. After, other women got to saw others participants, and
then they were asked how the woman they met look, and this is the second sketch he
draw of the same woman. When these women saw the two sketches they got surprised
of how different those pictures were!!. This is exactly what image and mind is all
about, we just assume how things are according to our mind, but, the reality is way
different.
9 Please explain the concept of Roland Bathes “mythology” with the poem of “Song
of myself”
Barthes’s work on myths prefigures discourse-analysis in media studies. He is

3. discussing the type of discourse which is particularly typical of right-wing populism
and of the tabloid press.
Myths differ from other kinds of signifiers. For one thing, they are never
arbitrary. They always contain some kind of analogy which motivates them. Myths
inflect or distort particular images or signs to carry a particular meaning. Myth
doesn’t hide things, it distorts them. Barthes’s main objection to myth is that it
removes history from language. It makes particular signs appear natural, eternal,
absolute, or frozen. It thus transforms history into nature. Its function is to freeze or
arrest language.
We can connect this work to the poem “Song of myself”
Basically our speaker, who is named Walt Whitman, declares that he's going to
celebrate himself in this poem. He then invites his soul to hang out and stare at a
blade of grass. It's the party of the year.
How do we relate the myth to this poem?
First of all, a child asks the narrator “What is the grass?” and the narrator is forced to
explore his own use of symbolism and his inability to break things down to essential
principles. Whitman try to answer this it through this poem, if we look back to
Mythology we can say that this question What is the grass? Lead to having a
background to answer to it which kind of creates a myth, since They always contain
some kind of analogy which motivates them. Myths inflect or distort particular
images or signs to carry a particular meaning. In the poem, the bunches of grass in
the child’s hands become a symbol of the regeneration in nature. But they also signify
a common material that links disparate people all over the United States together:
grass, the ultimate symbol of democracy, grows everywhere. In the wake of the Civil
War the grass reminds Whitman of graves: grass feeds on the bodies of the dead.
Everyone must die eventually, and so the natural roots of democracy are therefore in
mortality, whether due to natural causes or to the bloodshed of internecine warfare.
10 Please explain the storyboard and fairy tale model with your own PPT presentation
material.
Storyboarding is a planning convention used in television, film, cartoons and even
advertising. It is the part in which artists draw comic book-like representations of
what the advertisement will look like. Why is it important?
First I explain how the storyboard in my presentation is: our storyboard is made up of
9 parts, which starts off by showing a landscape of Seoul, South Korea, then it shows
a girl smiling by seeing the beach in front of her. Suddenly, a couple shows up
appreciating the marvellous sunset, afterwards the same couple appears embracing
each other. Lastly, the girl who appears at the beginning of the video is holding
L’impératrice perfume.
So, this storyboard contains the must-have elements, which are
Sequential Outline: A storyboard functions similarly to an outline of a story; it is a
shorthand version of the final product that you can use to plan ahead.
Visual Guide: Storyboards are used as a visual reference guide throughout the filming
process. Each frame of the storyboard represents a shot in the advertisement,
Storyboards visually tell the story. They convey important information like what
characters are in each scene. What are they doing? What are they wearing? Are they
speaking? Moving or standing still? Storyboards convey camera angles, lighting
direction, zooms, pans, cuts, dissolves and fades.

4. FARYTAIL MODEL This model helps to outline the overarching story of the brand
as well as the idea behind the campaign.
Our farytail model of our ppt is as follows:
Hero = a couple
Goal = being with the one you love the most
Supporter = “L’imperatrice” perfume
Adversary = Distance and fear.
Benefactor = the desire to love and be loved.
Benefiter/beneficiary = Females that use our perfume.
A story typically starts out with your main character or hero pursuing a goal. The hero
has one or more arms of support. But he also has a certain special skills which support
his quest. The hero’s path to achieving his goal, however is not problem-free. There is
always an adversary who tries to work against the hero, thereby establishing the
conflict. The benefactor is who in the end gives something to the beneficiary. In short,
this model is a classic cast of characters that give the story its structure.
11Please discuss the artistic representations of storytelling strategy among “And I
love her” “shall I compare thee to a summer day” and “ILLY coffee”
There is a bunch of diverse elements used in those art the most well used are : text,
image, and sound. First of all, “and I love her” provides a deep insight of Love, this
storytelling is based on the sound, since it’s a song by the beatles. It is a melodic
ballad that provides us soft sound, it has a low Volume with some pauses which leads
to create a peaceful environment. In this song, we can hear many natural elements
such as sky, stars
Moreover, in “ILLY coffee” we see perceive and hear so many things , this
advertisement, we can obviously see body gestures/language. For instance, we can see
a couple dancing along slowly by moving their hands, turning around their heads,
they are dancing to the rhythm of the peaceful song that is being played. Another
aspects, the creator has used is the four natural elements, which are: earth, water air,
fire. We can see the couple dancing on the water, then we can also see leaves falling
down, and someone using fire, in essence, we can see the earth itself in this video.
Lastly, in “shall I compare thee to a summer day” we can perceive The stability of
love and its power to immortalize the subject of the poet's verse is the theme. The
poet slowly builds the image of his friend into that of a perfect being. His friend is
first compared to summer, The poet's describes what truly beauty is and he ensure that
his friend be forever in human memory, even though that person is dead. He achieves
this through his verse, believing that, as history writes itself, his friend will become
one with time. The final couplet reaffirms the poet's hope that as long as there is
breath in mankind, his poetry too will live on, and ensure the immortality of his muse.
As we can see, all the artistic expressions of storytelling that we can think of are used
in those different arts (poem, song, advertisement). The creator uses daily elements
that we can see in our daily lives, examples of which are: the four natural elements,
natural resources and most importantly the feelings that the human being has such as
sadness, love, happiness, excitement and so on.
12-13 Please choose 2 examples of students ppt presentations in order to explain
the iceberg model between the consciousness and unconscious and 2) inner vs outer
story in each contents.

5. To explain the iceberg model I have used the presentation called “Korea Culture
Heritage Foundation” in this presentation there are two levels:
Conscious level – Younger generation prefer the new trends and fusion culture, better
able to connect globally
Unconscious level - memories, interests
Korean people (esp older citizens) know of the dangers of losing culture, for eg.
Memories of learning cultural activities in school
According to Freud, there are different levels of consciousness:
conscious (small): this is the part of the mind that holds what you are aware of. You
can verbalize about your conscious experience and you can think about it in a logical
fashion.
unconscious (enormous): this part of the mind was not directly accessible to
awareness. In part, people have feelings and ideas that are tied to anxiety and conflict.
These feelings and thoughts have not disappeared and according to this theory, they
are there, exerting influence on our actions and our conscious awareness.
To explain the brand tree I have used the presentation called “ Couchsurfing”
Outer story: A traveler goes to a new country and walks around sightseeing the tourist
attractions of Seoul, South Korea. Being excited he goes to the host’s house and they
chat on the couch and share the travel experiences!
Inner story: The company wants to offer interesting new experiences for free. Both
the traveler and the host can benefit from the deal and promote Couchsurfing after a
successful experience. Traveler will experience the real culture of the destination, and
the host can meet new interesting people.
Outer Story
outer story stand for the outer events or action that are displayed in the advertisement.
These events must always be externally realized. Outer story is always external,
outside of head or emotions.
Outer story is truth revealed in action.
Inner Story
The inner story answers the question Why? Inner story contributes to the essence of
the advertisement, in other words, the inner story in advertising is the ultimate goals
of the company which are implied in the advertisement.
Why does the inner story matter? Because it determines the actions taken by the
business in the advertisement.