25 Burke's Pentad

J Lionel
16 May 202417:00

Summary

TLDR本视频介绍了20世纪美国哲学家肯尼斯·伯克提出的五要素分析法——“pentad”。这种方法通过五个关键要素:行为(act)、行动者(agent)、代理方式(agency)、场景(scene)和目的(purpose),帮助人们系统地分析各种行为和事件。视频中,讲师通过分析大众汽车广告来演示pentad的应用,展示了如何从不同角度解读广告中的性别、种族、文化等元素,以及如何通过这种方法挖掘广告背后的深层含义。

Takeaways

  • 📚 肯尼斯·伯克是20世纪的美国哲学家,提出了五要素分析法(pentad),用于分析不同的事物,包括写作、生活事件等。
  • 🔍 五要素包括行动(act)、代理人(agent)、代理方式(agency)、场景(scene)和目的(purpose),类似于新闻报道中的五个W和一个H。
  • 👥 代理人(agent)的分析可以提供多个角度,例如性别、职业、社会地位等,每个角度都能提供不同的分析思路。
  • 🛠️ 代理方式(agency)指的是行动的手段或工具,如电影中常见的电脑、枪械、超能力或个人魅力等。
  • 📍 场景(scene)不仅指时间和地点,还包括情境,如COVID-19疫情、人工智能的发展或全球变暖等社会背景。
  • 🤔 目的(purpose)是分析行动背后的原因,即人们为什么要这么做,这有助于深入理解事件或广告的深层含义。
  • 🎬 通过分析一则大众汽车广告,展示了如何应用伯克的五要素分析法来深入理解广告内容和潜在含义。
  • 👀 在广告分析中,注意到了人物的性别、种族、身高和着装等细节,这些细节可能影响观众对广告的解读。
  • 🤝 广告中的代理方式强调了德国工程的精确性和效率,与美国方式形成对比,这可能影响消费者对品牌的看法。
  • 🏭 场景设置在工程场所或安全区域,与德国工程的主题相呼应,增加了广告的说服力。
  • 💡 伯克的五要素分析法提供了一种系统性的方法来分析故事、事件或广告,帮助我们更好地理解和创造内容。

Q & A

  • 什么是肯尼斯·伯克的五要素(pentad)?

    -肯尼斯·伯克的五要素是一种分析方法,包括五个术语:行为(act)、行动者(agent)、代理(agency)、场景(scene)和目的(purpose)。这种方法可以用来分析各种事物,不仅限于写作文章,还可以用于分析生活中的事件或未来可能发生的情况。

  • 为什么在分析时需要提供多个答案?

    -提供多个答案可以帮助我们从不同角度理解问题,每个不同的答案都可能带来不同的故事和分析思路,从而丰富我们对事件的理解。

  • 在分析广告时,如何使用五要素法?

    -在分析广告时,可以根据五要素法分别考虑广告中的行为、行动者、代理方式、场景和目的,来深入理解广告所传达的信息和潜在含义。

  • 在广告分析中,'agent'(行动者)可以有哪些不同的解读?

    -在广告分析中,'agent'可以是广告中的人物,也可以是影响事件的任何因素。例如,可以是人物的国籍、性别、社会角色,或者是他们用来实现目的的工具或技能。

  • 广告中的'agency'(代理)是什么?

    -'Agency'在广告中指的是行动者用来实现目的的手段或工具。例如,广告中的人物可能使用电脑技术、武器、超能力或者他们的魅力来达成目标。

  • 如何理解广告中的'scene'(场景)?

    -'Scene'在广告中指的是事件发生的时间和地点,同时也包括了围绕这一事件的社会环境或情境,如广告中的工程环境或安全的环境。

  • 广告中的'act'(行为)通常指的是什么?

    -'Act'在广告中指的是广告展示的具体行为或事件,比如人物之间的互动、产品展示或者品牌信息的传达。

  • 广告中的'purpose'(目的)可能包含哪些含义?

    -'Purpose'在广告中指的是广告制作的目的,可能是为了销售产品、建立品牌形象或者传达某种理念。有时候,广告的目的可能并不直接明显,需要通过分析来揭示。

  • 为什么在分析广告时要注意人物的性别、种族或身高等特征?

    -这些特征可能隐含着广告想要传达的更深层次的社会信息或价值观念,分析这些特征有助于我们理解广告可能对不同观众产生的不同影响。

  • 如何使用五要素法来预测接下来的广告内容?

    -通过五要素法分析前一个广告,我们可以预测接下来的广告可能会有相似的行为模式、人物角色、代理方式、场景设置和目的表达。

  • 肯尼斯·伯克的五要素法在实际应用中有哪些优势?

    -五要素法提供了一种系统化和结构化的分析方法,有助于我们全面、深入地理解复杂事件,同时也能够帮助我们在面对需要创意和分析的任务时,快速产生新的想法和视角。

Outlines

00:00

📚 肯尼斯·伯克的五要素分析法介绍

本段介绍了肯尼斯·伯克的五要素分析法,即pentad,用于分析不同事物的一种方法。伯克是一位20世纪的美国哲学家,他提出了这种方法来分析哲学思想,但同样适用于分析任何行动,不仅限于写作论文。五要素包括行为(act)、行动者(agent)、代理(agency)、场景(scene)和目的(purpose),类似于新闻报道中的五个W(谁、什么、何时、何地、为什么)。这种方法可以在写作论文前用于分析主题,以产生新的想法和观点。

05:03

🎬 通过广告案例应用五要素分析法

此段通过分析一则大众汽车的广告来展示如何应用肯尼斯·伯克的五要素分析法。广告中出现了三个人物,通过分析他们的行为(act)、角色(agent)、手段(agency)、背景(scene)和目的(purpose),可以从不同角度解读广告内容。分析指出广告中可能存在的性别、种族和文化方面的问题,如女性角色的服装、人物之间的交流不平等,以及广告中的一些文化符号可能具有的双重含义。

10:05

🤔 深入探讨广告中的隐含意义

这段内容继续深入分析广告,探讨了广告中的行为(act)和代理(agency)的具体表现,如通过电子设备和机械来破坏汽车,与德国工程的形象相联系。同时,分析了广告中的人物角色,如两个高个子与一个矮个子的对比,以及他们之间的交流方式,暗示了可能的霸凌行为。此外,还讨论了广告中的场景设置和目的,指出场景与德国工程的联系,以及目的的不明确性。

15:05

🔍 总结五要素分析法的应用

最后一段总结了肯尼斯·伯克的五要素分析法在分析故事、事件或广告时的应用。通过前面的分析,可以预测广告中的一些元素,如人物角色、行为、代理、场景和目的。这种方法提供了一种系统性的分析工具,帮助我们更深入地理解广告和其他文本背后的深层含义。

Mindmap

Keywords

💡Kenneth Burke

Kenneth Burke 是20世纪的美国哲学家,他提出了一个分析方法——五要素(pentad)。在视频中,Burke的理论被用来分析各种行为和事件,不仅限于写作论文,还可用于日常生活中的分析和创意产生。

💡pentad

五要素(pentad)是Kenneth Burke提出的一种分析框架,它包含五个关键术语:行为(act)、代理者(agent)、代理(agency)、场景(scene)和目的(purpose)。视频中通过这个框架来分析广告和事件,帮助观众理解广告背后的深层含义。

💡act

在Burke的五要素中,'act'指的是发生的行为或事件,如视频中广告里展示的汽车被摧毁的场景。它是分析过程中的一个核心要素,用来识别和讨论事件中的具体动作。

💡agent

代理者(agent)在五要素中指的是行为的执行者,视频中通过分析广告中的代理者——两个德国人和一个美国人,来探讨他们在广告中的角色和代表的意义。

💡agency

代理(agency)描述的是代理者执行行为的方式或手段。在视频中,广告通过展示德国工程来强调代理的方式,即通过技术和工程手段来摧毁汽车。

💡scene

场景(scene)涉及行为发生的时间、地点和情境。视频中的广告在工程类型的地方进行,这与德国工程的主题相呼应,展示了场景与广告目的的关联。

💡purpose

目的(purpose)是五要素中的最后一个要素,它解释了行为背后的原因或意图。视频中对广告的目的进行了探讨,但留下了开放性的问题,即广告是否真正帮助了消费者。

💡ethos

在修辞学中,'ethos'指的是可信度或道德威望。视频中提到'ethos'来分析广告如何通过展示德国工程的可靠性来建立信任感,从而说服消费者。

💡analysis

分析(analysis)是视频中的主要活动,通过使用Burke的五要素来深入探讨和理解广告内容。分析帮助观众从不同角度审视广告,揭示其潜在的信息和影响。

💡advertisement

广告(advertisement)是视频中分析的对象。通过分析Volkswagen汽车广告,视频展示了如何使用五要素框架来解构和理解广告传达的信息和策略。

💡methodical

方法论的(methodical)意味着系统性和有序性。视频中强调使用Burke的五要素进行方法论的分析,以确保全面和深入地理解广告内容和结构。

Highlights

肯尼斯·伯克(Kenneth Burke)是20世纪的美国哲学家,提出了五要素分析法(pentad)理论。

五要素分析法(pentad)包含五个术语:行为(act)、行动者(agent)、代理(agency)、场景(scene)和目的(purpose)。

五要素分析法不仅适用于写作论文,还可以用于分析任何类型的行动或事件。

分析时,应尝试为每个问题提供多个答案,以获得不同的视角和启发。

行动(act)指的是发生的事件,如电影中的情节。

行动者(agent)是指参与事件的人,分析时应考虑他们的多重身份和社会角色。

代理(agency)涉及行动者如何实现目标,例如通过技术、暴力或其他手段。

场景(scene)包括事件发生的时间、地点和背景环境。

目的(purpose)是分析行动背后的原因和意图。

通过五要素分析法,可以系统地分析广告、电影、故事或任何其他事件。

分析广告时,可以从行动者的角度探讨广告中的人物角色和社会关系。

广告中的行动(act)可能涉及产品展示、人物互动或其他视觉元素。

代理(agency)在广告中体现为产品特性或品牌如何影响消费者。

场景(scene)在广告中指的是广告拍摄的地点和情境设置。

广告的目的(purpose)可能是为了销售产品、塑造品牌形象或传递某种价值观。

五要素分析法可以帮助我们深入理解广告传达的信息和潜在含义。

通过分析,可以发现广告中可能存在的文化偏见或社会问题。

五要素分析法提供了一种结构化的方法来评估和理解复杂的社会现象。

Transcripts

00:00

hello again I am Dr krippin we're

00:03

starting on a new topic today Kenneth

00:05

Burks pented before we get to it please

00:08

remember there's my email address

00:09

aaronin gmail.com email me if you have

00:12

any questions or comments about the

00:15

course so Kenneth Burke was an American

00:19

philosopher in the 20th century he had

00:22

his idea of uh this thing called the

00:26

pentad uh which is five terms pent

00:30

stands for five when we see it in

00:32

English and it's just a method for

00:35

analyzing different things he was a

00:37

philosopher so he wanted to analyze

00:39

different philosophies but we can use

00:41

the pentad the five terms of the pentad

00:44

to analyze any kind of action that

00:46

happens so it's not only for writing

00:49

essays but we would use it for writing

00:50

essays you could also use it just when

00:53

you need to analyze and get some ideas

00:55

about something else that happened or in

00:57

your life or maybe in the future uh your

01:00

boss someday will say to you you know I

01:03

need some ideas on this thing I have a

01:05

conference tomorrow I'm supposed to say

01:07

something please you look at this thing

01:10

give me some ideas on this thing okay

01:13

and then you need to find a way to get

01:15

some ideas one possibility is you could

01:17

do what I call the chin scratching

01:20

method and go um uh I hope I get a good

01:23

idea and sometimes that works and

01:26

sometimes it doesn't or you can take a

01:28

method that you can do the the same

01:30

every time such as Kenneth Burke's

01:32

pentad and usually that'll help you come

01:34

up with some new ideas so what are the

01:37

five terms of Kenneth burk's pentad they

01:40

kind of are the same as the five ww that

01:44

teachers often teach in in relation to

01:47

newspaper reporter writing in in high

01:50

school or middle school Americans often

01:53

hear that uh newspaper reporters are

01:56

always sure to include the five w words

01:58

who what when where why and then also

02:02

how they always put this information

02:05

into their newspaper writing well these

02:07

five terms of Kenneth Burke's pentad are

02:10

kind of the same as that the first term

02:12

is act then there is Agent agency scene

02:16

and purpose and these are a little

02:18

different from the other terms that

02:20

we've been using like logos ethos and

02:23

pathos those would be in your essay like

02:27

I would say your essay needs more pathos

02:30

in it okay or claim support warrant from

02:34

the Tolman model of argument I might say

02:37

your essay needs to have a support in

02:39

the essay right so those things claim

02:43

support warrant Logos heos Pathos they

02:45

would actually be in an essay these five

02:48

terms of the pentad are not in an essay

02:51

okay this is something that we would use

02:54

before writing the essay so first we

02:56

analyze something like artificial in

02:59

intelligence or whatever and then after

03:02

you analyze it using the pentad then go

03:04

and write your agency so you don't need

03:07

to try to put the agent into the essay

03:11

or anything like that this is for before

03:13

writing the essay so then uh Act is what

03:18

happens like the verbs that happen like

03:21

they're driving the car and having a

03:23

race in their car or they got in a fight

03:26

or they fell in love or they talked all

03:29

night long

03:30

or what they bought a new car whatever

03:32

just verbs of what's Happening we can

03:35

think of movies right now it's easy to

03:37

think that way agents are about who the

03:40

people are okay and when you're

03:42

answering this question it's important

03:45

to try to give more than one answer well

03:47

for all the questions try to give more

03:49

than one answer instead of just saying

03:51

like oh that's Joe Smith or that's Elon

03:54

Musk for example you could say well um

03:57

he's an American it's a man he's a

04:00

husband he's a father he's a son uh he's

04:03

a billionaire or he's a a regular middle

04:06

class person whatever all of these

04:09

different answers have different stories

04:11

connected to them and they can give you

04:13

different ideas for

04:15

analysis agency means how by what means

04:19

do they do something so let's imagine a

04:21

Hollywood movie again imagine that these

04:24

people in the movie they want to steal

04:26

money out of a bank that's a common

04:28

thing we see in a movie right well

04:30

agency is how will they do that uh one

04:33

one way might be using computers maybe

04:36

someone's a computer genius so they do

04:39

everything by the computer to get the

04:41

money out of the bank the the computer

04:44

is the agency or another very common one

04:47

we see in American movies is that

04:49

they'll use guns they'll have a hundred

04:51

guns to go to the bank and then the

04:53

agency is the guns or maybe it might be

04:56

a superpower a superhero who uses

04:59

superpowers and just flies directly

05:03

through the wall of the bank and makes a

05:06

hole in the wall because he has

05:08

superpowers those superpowers are the

05:11

agency or it could be a a beautiful

05:14

woman maybe she walks into the bank and

05:17

all the men start paying attention to

05:19

her and trying to talk to her and so her

05:21

agency is her beauty while everyone is

05:24

not paying attention to the money her

05:27

friends go in and steal all the money

05:29

while all the men are talking to

05:31

her scene is about when and where

05:35

something happens and that's simple

05:36

enough but let's include also the the

05:39

situation okay like for example there

05:42

was the covid situation a few years ago

05:45

let's include that in the scene or um

05:48

like artificial intelligence is just

05:51

coming right now let's say that's part

05:53

of the scene or uh people think a global

05:56

warming is happening now that could be

05:59

part of of a scene as well and then

06:01

purpose is just simply why why are

06:04

people doing things so we use all these

06:07

terms ask all these questions to analyze

06:09

something like a movie for example or a

06:12

story any event that happened all right

06:15

so let's take a look at an advertisement

06:18

for Volkswagen cars and we'll analyze

06:21

what happens in this advertisement so

06:24

imagine I'm asking you as the teacher in

06:26

the writing class please you write an

06:29

say analyzing this advertisement and now

06:32

you have to get some kind of thought

06:34

about it right Kenneth Burke's pentad

06:37

will be a good way to get some thought

06:39

so before we watch the advertisement

06:41

let's read the words just so we can uh

06:44

not worry about that part and just Watch

06:46

What Happens afterward okay so the words

06:49

in the ad are vdub here in full effect

06:52

with Trey and his ride looks like he

06:54

could fly what time is it I don't know

06:58

time to unpimp the Auto oh snap German

07:02

engineering in the house yeah the GTI

07:05

Mark 5 pre-tuned by German Engineers

07:07

okay so now let's watch it the DU here

07:11

in full effect with TR and this ride it

07:15

looks like it could fly what time is it

07:18

I don't know time to unpimp the AL

07:31

oh snap German engineering in the house

07:36

yeah the GT Mark 5 pre-tuned by German

07:40

Engineers all right there we go so

07:43

imagine I have asked you please write an

07:45

essay to analyze this how are we going

07:47

to do it the first method you could do

07:50

is the old chin scratching method go um

07:53

um I hope I get a good idea or you could

07:55

use Kenneth Burke's pentad and say what

07:57

are the ACT agent agency scen in purpose

07:59

is there so let's try that way right now

08:02

and I want to focus first on agents

08:05

because just I don't know naturally for

08:07

me that's a good place to start with who

08:10

are these people and remember when we

08:12

ask that we want to try to give more

08:14

than one answer okay just try to give as

08:16

many as you can so take a look at the

08:19

picture there there are the three

08:21

people uh we could start answering this

08:23

question the first answer could be what

08:25

they tell us they mentioned German

08:28

engineering t twice so we could say well

08:31

this is two Germans and one American in

08:34

this advertisement and if we analyze it

08:37

that way it's the Germans destroy the

08:39

American guy's car and then they give

08:42

him a new car uh because German cars are

08:46

better German engineering you want

08:48

German engineering and this is about

08:50

ethos or trust you can trust a German

08:54

car you want German engineering you

08:57

don't want an American car you want a

08:59

German car you can trust German

09:01

engineering that's ethos okay so let's

09:06

look again who are those people can we

09:08

give a different

09:10

answer one obvious one to me is well

09:13

there are two men and one woman there

09:15

what if we analyze the advertisement

09:17

this way one thing I noticed is the man

09:21

without the VW is alone the American is

09:24

alone and the German man has a friend

09:27

there who looks like a model so the

09:30

Germans have friends and the American is

09:33

lonely we also notice that the woman

09:36

talks less than the man does the German

09:39

man talks the most and the woman talks

09:41

less than the man that's very common and

09:43

traditional maybe we didn't even notice

09:45

it because it's so

09:47

traditional speaking of which then we

09:50

might also notice that the American

09:51

talks less than both of the Germans

09:54

do and the woman wears the least clothes

09:58

uh that's also common and traditional so

10:01

maybe we don't care about that but it is

10:04

something that can be analyzed right

10:06

many people don't even think about those

10:09

things next we might notice well uh it's

10:12

two white people and one black person

10:16

and then if we analyze it this way it

10:18

becomes a little bit strange possibly uh

10:22

two white people destroy a black guy's

10:25

car without asking for permission and

10:28

they laugh at him haha okay this might

10:31

be a little strange because imagine if

10:34

you're a black person I had a black

10:37

student before for example and he said I

10:40

don't think this is very funny because

10:43

what he sees is he's the black person

10:45

these two white people destroy his car

10:48

without asking permission and just act

10:51

cool and laugh at the black guy so in

10:54

this way it's a little questionable this

10:57

advertisement let's look at it again is

10:59

there anything else you notice there I

11:02

notice one other thing it's two tall

11:05

people and one short person you see the

11:07

woman there she's taller than the

11:09

American guy and she's standing behind

11:12

him the two Germans are probably 1.8

11:15

MERS tall at least and the American guy

11:18

is shorter than that so this almost

11:20

makes me wonder if there's a kind of

11:22

bullying here it's two people against

11:25

one two tall people against one short

11:28

person two people who talk more against

11:31

one person who talks less and they go

11:34

and Destroy his car without his

11:36

permission so to me there is something

11:39

of some bullying here also but let's

11:42

keep analyzing more about the act now

11:45

using Kenneth Burke's pented what do

11:47

they

11:48

do well we might say they destroy his

11:50

car are they helping him I don't know do

11:54

are they trying to make him happy or

11:56

they don't care if he's happy I'm not

11:58

sure

11:59

they also talk a lot and this is where

12:02

we notice again uh the German man talks

12:05

the most the woman talks less than the

12:07

man which is very common and traditional

12:09

and then the American man talks less

12:12

than both of them maybe there's some

12:13

bullying going on we also notice then

12:16

that the German man at the end makes

12:18

these hand signs and you can see the Top

12:21

Hand makes a V and the bottom ham makes

12:24

a w that's for Volkswagen right but this

12:27

is also copying a American Urban culture

12:31

you see these finger signs here are for

12:33

a criminal Street gang called the Bloods

12:36

which originated in California so this

12:40

advertisement is really copying American

12:43

Urban culture and making it into safer

12:47

German type

12:50

culture we could continue our analysis

12:53

by asking uh what's the agency that they

12:56

use in this ad how do they destroy the

12:58

car and we notice here how they destroy

13:01

it is the man pushes a button of some

13:04

electronics and then some Machinery

13:06

destroys the car and I'm going to say

13:09

that goes together with the words that

13:11

they say in the advertisement about

13:13

German engineering they use an

13:16

engineering way to destroy the car push

13:19

the button some Electronics happen then

13:22

a machine happens and destroys the car

13:24

that goes together with the idea of

13:26

engineering German engineering imagine

13:29

if you wanted an American way to destroy

13:32

a car how what would be an American way

13:35

to destroy the car I've got an

13:41

idea yes a helicopter flies in and

13:44

shoots missiles at the car and explodes

13:46

the car that would be an American type

13:49

of agency but here we're seeing a German

13:51

agency German engineering destroys the

13:54

car we could also go on and ask what's

13:57

the scene and the purpose when and where

14:00

well the wear seems to be some

14:02

engineering type place that goes

14:04

together with the idea of German

14:05

engineering and it's also a safe place

14:08

out there in the desert imagine if they

14:11

did this in the city and the car went

14:13

flying and it hit a building that would

14:15

be a much different kind of

14:16

advertisement wouldn't it um why are

14:20

they doing this I'm still not sure do

14:22

they want to help this guy or they don't

14:24

care about helping him I really don't

14:26

know the purpose it's a little unclear

14:29

so let's take a look there are two more

14:31

of these advertisements and because

14:33

we've used Kenneth Burke's pentad we can

14:35

predict what we're going to see so what

14:38

is the act that we'll see what acts in

14:41

this

14:42

advertisement people will be talking

14:44

they'll destroy a car and then they'll

14:46

do something Urban with their hands the

14:49

agents will be two Germans and one

14:51

American two people all in white and one

14:54

colorful person two will be tall and one

14:57

will be short they'll destroy the car

14:59

using some kind of engineering

15:02

electronics and machines the scene will

15:05

be an engineering type place the purpose

15:08

we still don't know are they trying to

15:09

be helpful or not I'm not sure all right

15:12

let's watch the advertisement and I

15:14

think you'll find that you have a good

15:17

understanding of it listen up V du in

15:19

the house Jason this is your 98 F call

15:25

it you got an F you know what we're

15:28

going to now no unpimp your

15:37

Auto V just dropped it like it's hot the

15:42

DU representing deut the GTI Mark 5

15:45

pre-tuned by German

15:47

Engineers okay so after going through

15:50

that methodical analysis we can kind of

15:52

see how similar this one is to the last

15:55

one right well guess what there's one

15:57

more and I think you know what it's

15:59

going to be like so let's take a look y

16:02

we got Mike in the house and it's

16:06

tricked out B what does this do it sucks

16:10

in air it's definitely sucking you

16:13

mighte you want to D pimp this thing let

16:16

me hear you say bot

16:22

what v dub holding it down on the

16:25

engineering tip y'all yeah the GT TI

16:29

Mark 5 pre-tuned by German

16:31

Engineers all right so that is Kenneth

16:34

Burke's P don't want to see that

16:37

again that's Kenneth Burks pentad act

16:40

agent agency scene and purpose they give

16:42

us a methodical way to analyze things

16:45

like stories or events or advertisements

16:49

we'll be talking about it more in these

16:51

next coming videos I'm going to stop

16:53

this one here because it's long enough

16:56

until the next video take care

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