The theory that revolves around the concept of the given, ideal, new, and real is one that I consistently sea whenever I look at an advertisement.  It’s a rhetorical theory that is evident it not just current adds but older ones as well.  For example, the add below is an old coca cola advertisement. The heading “Thirst asks nothing more” is considered the ideal portion of the advertisement.  It would be ideal if you had a coca cola because your thirst doesn’t want anything else other than a coca cola.  Moving in a clockwise motion the image of the coca cola being poured into a glass can be seen as the “new”.  The coke being poured is a brand new fresh glass of coke.  The wording “ice-cold” on the side of the machine help reinforce that the coke product is fresh and new.  In terms of the “real” portion of the bottom of the article there is a small black and white picture.  The difference between this picture and the color image above is that the color image is a drawing while the picture below is a real person drinking a coke.  The last portion of the advertisement is considered the given and is located on the right side of the ad.  The given fact here is that coca cola is “delicious and refreshing”.  The add indicates their confidence in their product and encourages further use of coca cola products.  Even in old advertising these 4 rhetorical aspects of advertisements are consistently reflected.
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  1. They really did a great job didn't they? I don't know how old you are but I lived it. Even then the ad seemed old fashioned. I think it was that it replicated the experience of drinking the coke that made it so exciting. We loved the corner drugstores where we could get it fresh from the fountain or buying it in a bottle. Now it's so big that we don't have to go very far to get some.

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In class, we discussed Scott McCloud's "Understanding Comics," which is really the seminal work in well, understanding comics.  McCloud discusses just about every, and any aspect of comics that can be conceived, and our discussion on 'gutters' was interesting, as I hadn't read "Understanding Comics" in some ten years.

As an avid comics fan (buff?), I had always been told that Neal Adams was one of the genre-defining comics-book artists of his day (which happened to precede me by some 15 years).  As you can see in the examples to the right, his use of panel arrangement was completely "outside-the-box," to coin a phrase that came up in class.  That is not the interesting part, however.

What is interesting about the two examples presented here is that they do not conform to the most-often-used transition cited by McCloud, the "Action-to-Action."  Instead, these particular panels, and their arrangement, necessitate a "Moment-to-Moment" reading.  This is interesting, because there is no shortage of action in these panels.  And in McCloud's admittedly small sampling of Western comics, "Action-to-Action" panels dominate.

There is an underlying philosophy in the way stories are told, which is probably all the more exacerbated by the comics medium (65% "Action-to-Action!"), and it is the concept of agency.  McCloud touches on this a little bit in his book, but I prefer Lera Boroditsky's thought that Western (particularly American) readers are much more likely to "assign agency" when describing events.  "John hit Bob," as opposed to "Bob was hit by John."  Or "David broke the glass," as opposed to "the glass was broken." This way of constructing narratives and describing events comes out in our visual language as well, and those artists who break free of that paradigm (like Neal Adams) are to be commended.
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