Burke's Dramatistic Approach
Declare Yourself Ad Campaign
"Burke's dramatistic approach emphasizes the performance aspect of persuasion as opposed to the scientific orientation" (Larson, 2012, pg.83). Burke uses a tool of analysis called the Pentad that is comprised of four different parts: the act, the scene, the agent, and the purpose. Burke's works of persuasion can be seen in symbolic expression through the choice of words and the image paired with those words. "Not only do symbols deeply affect individuals, but they also serve as a kind of psychological cement for holding a society or culture together" (Larson, 2012, pg. 153). The Declare Yourself Ad Campaign, created to promote voting among the American youth, uses drama and performance paired with strong symbolic words to support their message. The word "silence" within the United States is one that is symbolic of those that are weak and without rights. You do not remain silent in this country if you see injustice, instead you stand and fight for what is right. This ad pairs the idea of being silenced with a dramatic photo of a celebrity wearing a restraint mask. This creates an emotional reaction to the ad. If someone famous can be silenced then you can be silenced to, and it is your responsibility to not let it happen. The right to vote allows every citizen to have a voice no matter their race, religion, beliefs, and ideas. Once you forfeit that right by not voting not only have you been silenced, but you have silenced yourself.
Act (The description of what takes place): In this scene Jessica Alba is being silenced by a restriction mask. This is clearly distressing for her as she is crying in the photo. She appears vulnerable and real. She is not dolled up as she is often seen, but very natural and clearly upset.
Scene (Provides the background or context of the act): The background of this act is that Jessica Alba didn't vote. By not voting she has silenced herself and taken her own voice away. This ad clearly shows that it is produced by the Declare Yourself campaign. This provides further background to why the act is happening.
Agent (The person who performs the act, the agency, or the means or instruments of accomplishing the act): The main agent in this ad is Jessica Alba. She is a well known celebrity and was one of many that participated in this campaign. The agency behind the act is clearly stated in the upper right hand corner, the Declare Yourself Campaign. The means of performing the act is done by the restraining mask she is wearing as well as by her own will as is suggested by the slogan.
Purpose: The purpose of this ad is to promote voting among the youth in America.
Act (The description of what takes place): In this scene Jessica Alba is being silenced by a restriction mask. This is clearly distressing for her as she is crying in the photo. She appears vulnerable and real. She is not dolled up as she is often seen, but very natural and clearly upset.
Scene (Provides the background or context of the act): The background of this act is that Jessica Alba didn't vote. By not voting she has silenced herself and taken her own voice away. This ad clearly shows that it is produced by the Declare Yourself campaign. This provides further background to why the act is happening.
Agent (The person who performs the act, the agency, or the means or instruments of accomplishing the act): The main agent in this ad is Jessica Alba. She is a well known celebrity and was one of many that participated in this campaign. The agency behind the act is clearly stated in the upper right hand corner, the Declare Yourself Campaign. The means of performing the act is done by the restraining mask she is wearing as well as by her own will as is suggested by the slogan.
Purpose: The purpose of this ad is to promote voting among the youth in America.