The Logos of the Living World


Book Description

Today we urgently need to reevaluate the human place in the world in relation to other animals. This book puts Maurice Merleau-Ponty’s philosophy into dialogue with literature, evolutionary biology, and animal studies. In a radical departure from most critical animal studies, it argues for evolutionary continuity between human cultural and linguistic behaviors and the semiotic activities of other animals. In his late work, Derrida complained of philosophers who denied that animals possessed such faculties, but he never investigated the wealth of scientific studies of actual animal behavior. Most animal studies theorists still fail to do this. Yet more than fifty years ago, Merleau-Ponty carefully examined the philosophical consequences of scientific animal studies, with profound implications for human language and culture. For him, “animality is the logos of the sensible world: an incorporated meaning.” Human being is inseparable from animality. This book differs from other studies of Merleau-Ponty by emphasizing his lifelong attention to science. It shows how his attention to evolutionary biology and ethology anticipated recent studies of animal cognition, culture, and communication.




You are the Brand


Book Description

Steve Adubato's entire professional life has been about branding--learning it, living it, making mistakes at it, teaching it at several universities, while discovering how to find the fine line between shameless self-promotion and smart, strategic branding--first for himself, then for others, and now for readers interested in an honest analysis of the good and bad in practiced branding. In You Are the Brand Adubato profiles the brands of more than thirty people and companies and skillfully analyzes and dissects their strategies.




Looking Behind the Logo


Book Description

'Looking behind the Logo' is a role-playing activity which contrasts the Olympian ethos of fair play with the unfair conditions endured by sportswear workers in many countries.




We Want Fish Sticks


Book Description

The NHL’s New York Islanders were struggling. After winning four straight Stanley Cups in the early 1980s, the Islanders had suffered an embarrassing sweep by their geographic rivals, the New York Rangers, in the first round of the 1994 playoffs. Hoping for a new start, the Islanders swapped out their distinctive logo, which featured the letters NY and a map of Long Island, for a cartoon fisherman wearing a rain slicker and gripping a hockey stick. The new logo immediately drew comparisons to the mascot for Gorton’s frozen seafood, and opposing fans taunted the team with chants of “We want fish sticks!” During a rebranding process that lasted three torturous seasons, the Islanders unveiled a new mascot, new uniforms, new players, a new coach, and a new owner that were supposed to signal a return to championship glory. Instead, the team and its fans endured a twenty-eight-month span more humiliating than what most franchises witness over twenty-eight years. The Islanders thought they had traded for a star player to inaugurate the fisherman era, but he initially refused to report and sulked until the general manager banished him. Fans beat up the new mascot in the stands. The new coach shoved and spit at players. The Islanders were sold to a supposed billionaire who promised to buy elite players; he turned out to be a con artist and was sent to prison. We Want Fish Sticks examines this era through period sources and interviews with the people who lived it.




Recovering Argument


Book Description

This volume presents the best scholarship from the 19th National Communication Association/American Forensic Association Conference on Argumentation, which took place July 30-August 2, 2015, at Cliff Lodge, Snowbird Resort, in Alta, Utah. The Alta Conference, first held in 1979, is the oldest conference in argumentation studies in the world and biennially brings together a lively group of scholars, representing a variety of countries, with diverse perspectives on the theory and practice of argument. The essays in Recovering Argument invite reflection upon and reconsideration of argumentation’s legacy, present status, and potential roles in social, cultural, and political life. Readers will encounter essays that treat the relationship between argumentation and memory, historical approaches to argumentation, the vitality of public and interpersonal argument, argument’s role in leadership, discursive and presentational forms of argument, and the challenges of difference. Readers also will find these topics addressed from a variety of historical, social-scientific, and critical-interpretive perspectives.




Teaching Arguments


Book Description

No matter wherestudents' lives lead after graduation, one of the most essential tools we can teach them is how to comprehend, analyze, and respond to arguments. Students need to know how writers' and speakers' choices are shaped by elements of the rhetorical situation, including audience, occasion, and purpose. In Teaching Arguments: Rhetorical Comprehension, Critique, and Response, Jennifer Fletcher provides teachers with engaging classroom activities, writing prompts, graphic organizers, and student samples to help students at all levels read, write, listen, speak, and think rhetorically.Fletcher believes that, with appropriate scaffolding and encouragement, all students can learn a rhetorical approach to argument and gain access to rigorous academic content. Teaching Arguments opens the door and helps them pay closer attention to the acts of meaning around them, to notice persuasive strategies that might not be apparent at first glance. When we analyze and develop arguments, we have to consider more than just the printed words on the page. We have to evaluate multiple perspectives; the tension between belief and doubt; the interplay of reason, character, and emotion; the dynamics of occasion, audience, and purpose; and how our own identities shape what we read and write. Rhetoric teaches us how to do these things.Teaching Arguments will help students learn to move beyond a superficial response to texts so they can analyze and craft sophisticated, persuasive arguments-;a major cornerstone for being not just college-and career-ready but ready for the challenges of the world.




Packaging Baseball


Book Description

Walk through any major or minor league park today and the sights, sounds, and smells of baseball overwhelm. Teams long ago figured out that this immersive quality is a powerful draw, and the "fan experience" has been a major force in their marketing plans. In recent years, advancing technology has altered not only that experience, which now includes LED video boards and blasts of digital music, but the marketing and revenue opportunities for the game. Fans all over the world can subscribe to video and audio streams, acquire credit cards emblazoned with team logos, and follow their favorite players through league-sanctioned blogs. Baseball's ambition and reach are now truly global. Focusing on the game's dual identities as pastime and economic engine, the authors examine the ways that baseball is packaged, promoted and consumed in the United States and, increasingly, abroad.




The Brand Book


Book Description

An invaluable marketer’s tool and an ultimate guide to marketing and brand management, The Brand Book covers challenges faced by most company executives and marketers today and outlines a new how-to approach with easy-to-follow illustrated examples. A comprehensive guide to the dos and don’ts of marketing, the book demystifies marketing and brand jargon by using examples at both local and global levels. Some of the key features discussed include how to build and manage brands, identifying new opportunities for brand growth, techniques for launching new brands and ensuring their success, and discussing marketing return on investment (ROI). Thomas Oosthuizen also describes his personal marketing method, which he developed while working in senior marketing positions for many years and being instrumental in the success of many iconic brands. Using a new model that covers all marketing pillars in one book, The Brand Book focuses not only on how to build and maintain a profitable brand, but also how to make it sustainable and affordable.




The V-chip Debate


Book Description

The V-chip is a highly significant part of the discussion about whether television (or broadcasting in general) deserves some special attention in terms of its accessibility to children, its particular power to affect conduct, and its invasiveness. But as this notion of filtering and labeling has caught the imagination of the regulator, the legislator, and all those who wish to consider new ways to alter bargaining over imagery in society, the very idea of the V-chip or its equivalent is moving across other technologies, including the Internet. The V-chip issue has also fueled the ongoing debate about violence and sexual practices in society, and how representations on television relate to those practices. Although the initial concept of the V-chip is simple, its flow into the public realm raises so many extraordinary questions that the introduction and production of the chip virtually serves as a case study in problems of law and public policy. The very conceptualization of speech in society is being affected by this issue. Accordingly, the place of the V-chip in this debate is increasingly important; indeed, it may be argued that the V-chip's contribution to legal argumentation may be greater than its ultimate contribution to the relationship between children and imagery. Among the questions the contributors address are: *What research basis is necessary to require a framework for labeling and rating? *What relationship between government and the image-producing industries can be characterized--for constitutional and other reasons--as voluntary as opposed to coercive? *Who should evaluate these images? *To what extent should the evaluation process be centralized and/or distributed? *What assessment is appropriate to evaluate whether the experiment is "successful?" In addition to the V-chip's origin's in Canada and its further evolution in the United States, this book discusses the development of the V-chip and television rating systems in Europe, Australia, and throughout the world. It also includes essays which contrast the very different approaches in Canada and the United States in terms of the role of regulatory agency, industry, and government.




The Dyslexia Debate


Book Description

An examination of how we use the term 'dyslexia' and how this may undermine aid for struggling readers.