25 Burke's Pentad
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
📚 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。
🎬 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。
🤔 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。
🔍 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
💡pentad
💡act
💡agent
💡agency
💡scene
💡purpose
💡ethos
💡analysis
💡advertisement
💡methodical
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
hello again I am Dr krippin we're
starting on a new topic today Kenneth
Burks pented before we get to it please
remember there's my email address
aaronin gmail.com email me if you have
any questions or comments about the
course so Kenneth Burke was an American
philosopher in the 20th century he had
his idea of uh this thing called the
pentad uh which is five terms pent
stands for five when we see it in
English and it's just a method for
analyzing different things he was a
philosopher so he wanted to analyze
different philosophies but we can use
the pentad the five terms of the pentad
to analyze any kind of action that
happens so it's not only for writing
essays but we would use it for writing
essays you could also use it just when
you need to analyze and get some ideas
about something else that happened or in
your life or maybe in the future uh your
boss someday will say to you you know I
need some ideas on this thing I have a
conference tomorrow I'm supposed to say
something please you look at this thing
give me some ideas on this thing okay
and then you need to find a way to get
some ideas one possibility is you could
do what I call the chin scratching
method and go um uh I hope I get a good
idea and sometimes that works and
sometimes it doesn't or you can take a
method that you can do the the same
every time such as Kenneth Burke's
pentad and usually that'll help you come
up with some new ideas so what are the
five terms of Kenneth burk's pentad they
kind of are the same as the five ww that
teachers often teach in in relation to
newspaper reporter writing in in high
school or middle school Americans often
hear that uh newspaper reporters are
always sure to include the five w words
who what when where why and then also
how they always put this information
into their newspaper writing well these
five terms of Kenneth Burke's pentad are
kind of the same as that the first term
is act then there is Agent agency scene
and purpose and these are a little
different from the other terms that
we've been using like logos ethos and
pathos those would be in your essay like
I would say your essay needs more pathos
in it okay or claim support warrant from
the Tolman model of argument I might say
your essay needs to have a support in
the essay right so those things claim
support warrant Logos heos Pathos they
would actually be in an essay these five
terms of the pentad are not in an essay
okay this is something that we would use
before writing the essay so first we
analyze something like artificial in
intelligence or whatever and then after
you analyze it using the pentad then go
and write your agency so you don't need
to try to put the agent into the essay
or anything like that this is for before
writing the essay so then uh Act is what
happens like the verbs that happen like
they're driving the car and having a
race in their car or they got in a fight
or they fell in love or they talked all
night long
or what they bought a new car whatever
just verbs of what's Happening we can
think of movies right now it's easy to
think that way agents are about who the
people are okay and when you're
answering this question it's important
to try to give more than one answer well
for all the questions try to give more
than one answer instead of just saying
like oh that's Joe Smith or that's Elon
Musk for example you could say well um
he's an American it's a man he's a
husband he's a father he's a son uh he's
a billionaire or he's a a regular middle
class person whatever all of these
different answers have different stories
connected to them and they can give you
different ideas for
analysis agency means how by what means
do they do something so let's imagine a
Hollywood movie again imagine that these
people in the movie they want to steal
money out of a bank that's a common
thing we see in a movie right well
agency is how will they do that uh one
one way might be using computers maybe
someone's a computer genius so they do
everything by the computer to get the
money out of the bank the the computer
is the agency or another very common one
we see in American movies is that
they'll use guns they'll have a hundred
guns to go to the bank and then the
agency is the guns or maybe it might be
a superpower a superhero who uses
superpowers and just flies directly
through the wall of the bank and makes a
hole in the wall because he has
superpowers those superpowers are the
agency or it could be a a beautiful
woman maybe she walks into the bank and
all the men start paying attention to
her and trying to talk to her and so her
agency is her beauty while everyone is
not paying attention to the money her
friends go in and steal all the money
while all the men are talking to
her scene is about when and where
something happens and that's simple
enough but let's include also the the
situation okay like for example there
was the covid situation a few years ago
let's include that in the scene or um
like artificial intelligence is just
coming right now let's say that's part
of the scene or uh people think a global
warming is happening now that could be
part of of a scene as well and then
purpose is just simply why why are
people doing things so we use all these
terms ask all these questions to analyze
something like a movie for example or a
story any event that happened all right
so let's take a look at an advertisement
for Volkswagen cars and we'll analyze
what happens in this advertisement so
imagine I'm asking you as the teacher in
the writing class please you write an
say analyzing this advertisement and now
you have to get some kind of thought
about it right Kenneth Burke's pentad
will be a good way to get some thought
so before we watch the advertisement
let's read the words just so we can uh
not worry about that part and just Watch
What Happens afterward okay so the words
in the ad are vdub here in full effect
with Trey and his ride looks like he
could fly what time is it I don't know
time to unpimp the Auto oh snap German
engineering in the house yeah the GTI
Mark 5 pre-tuned by German Engineers
okay so now let's watch it the DU here
in full effect with TR and this ride it
looks like it could fly what time is it
I don't know time to unpimp the AL
oh snap German engineering in the house
yeah the GT Mark 5 pre-tuned by German
Engineers all right there we go so
imagine I have asked you please write an
essay to analyze this how are we going
to do it the first method you could do
is the old chin scratching method go um
um I hope I get a good idea or you could
use Kenneth Burke's pentad and say what
are the ACT agent agency scen in purpose
is there so let's try that way right now
and I want to focus first on agents
because just I don't know naturally for
me that's a good place to start with who
are these people and remember when we
ask that we want to try to give more
than one answer okay just try to give as
many as you can so take a look at the
picture there there are the three
people uh we could start answering this
question the first answer could be what
they tell us they mentioned German
engineering t twice so we could say well
this is two Germans and one American in
this advertisement and if we analyze it
that way it's the Germans destroy the
American guy's car and then they give
him a new car uh because German cars are
better German engineering you want
German engineering and this is about
ethos or trust you can trust a German
car you want German engineering you
don't want an American car you want a
German car you can trust German
engineering that's ethos okay so let's
look again who are those people can we
give a different
answer one obvious one to me is well
there are two men and one woman there
what if we analyze the advertisement
this way one thing I noticed is the man
without the VW is alone the American is
alone and the German man has a friend
there who looks like a model so the
Germans have friends and the American is
lonely we also notice that the woman
talks less than the man does the German
man talks the most and the woman talks
less than the man that's very common and
traditional maybe we didn't even notice
it because it's so
traditional speaking of which then we
might also notice that the American
talks less than both of the Germans
do and the woman wears the least clothes
uh that's also common and traditional so
maybe we don't care about that but it is
something that can be analyzed right
many people don't even think about those
things next we might notice well uh it's
two white people and one black person
and then if we analyze it this way it
becomes a little bit strange possibly uh
two white people destroy a black guy's
car without asking for permission and
they laugh at him haha okay this might
be a little strange because imagine if
you're a black person I had a black
student before for example and he said I
don't think this is very funny because
what he sees is he's the black person
these two white people destroy his car
without asking permission and just act
cool and laugh at the black guy so in
this way it's a little questionable this
advertisement let's look at it again is
there anything else you notice there I
notice one other thing it's two tall
people and one short person you see the
woman there she's taller than the
American guy and she's standing behind
him the two Germans are probably 1.8
MERS tall at least and the American guy
is shorter than that so this almost
makes me wonder if there's a kind of
bullying here it's two people against
one two tall people against one short
person two people who talk more against
one person who talks less and they go
and Destroy his car without his
permission so to me there is something
of some bullying here also but let's
keep analyzing more about the act now
using Kenneth Burke's pented what do
they
do well we might say they destroy his
car are they helping him I don't know do
are they trying to make him happy or
they don't care if he's happy I'm not
sure
they also talk a lot and this is where
we notice again uh the German man talks
the most the woman talks less than the
man which is very common and traditional
and then the American man talks less
than both of them maybe there's some
bullying going on we also notice then
that the German man at the end makes
these hand signs and you can see the Top
Hand makes a V and the bottom ham makes
a w that's for Volkswagen right but this
is also copying a American Urban culture
you see these finger signs here are for
a criminal Street gang called the Bloods
which originated in California so this
advertisement is really copying American
Urban culture and making it into safer
German type
culture we could continue our analysis
by asking uh what's the agency that they
use in this ad how do they destroy the
car and we notice here how they destroy
it is the man pushes a button of some
electronics and then some Machinery
destroys the car and I'm going to say
that goes together with the words that
they say in the advertisement about
German engineering they use an
engineering way to destroy the car push
the button some Electronics happen then
a machine happens and destroys the car
that goes together with the idea of
engineering German engineering imagine
if you wanted an American way to destroy
a car how what would be an American way
to destroy the car I've got an
idea yes a helicopter flies in and
shoots missiles at the car and explodes
the car that would be an American type
of agency but here we're seeing a German
agency German engineering destroys the
car we could also go on and ask what's
the scene and the purpose when and where
well the wear seems to be some
engineering type place that goes
together with the idea of German
engineering and it's also a safe place
out there in the desert imagine if they
did this in the city and the car went
flying and it hit a building that would
be a much different kind of
advertisement wouldn't it um why are
they doing this I'm still not sure do
they want to help this guy or they don't
care about helping him I really don't
know the purpose it's a little unclear
so let's take a look there are two more
of these advertisements and because
we've used Kenneth Burke's pentad we can
predict what we're going to see so what
is the act that we'll see what acts in
this
advertisement people will be talking
they'll destroy a car and then they'll
do something Urban with their hands the
agents will be two Germans and one
American two people all in white and one
colorful person two will be tall and one
will be short they'll destroy the car
using some kind of engineering
electronics and machines the scene will
be an engineering type place the purpose
we still don't know are they trying to
be helpful or not I'm not sure all right
let's watch the advertisement and I
think you'll find that you have a good
understanding of it listen up V du in
the house Jason this is your 98 F call
it you got an F you know what we're
going to now no unpimp your
Auto V just dropped it like it's hot the
DU representing deut the GTI Mark 5
pre-tuned by German
Engineers okay so after going through
that methodical analysis we can kind of
see how similar this one is to the last
one right well guess what there's one
more and I think you know what it's
going to be like so let's take a look y
we got Mike in the house and it's
tricked out B what does this do it sucks
in air it's definitely sucking you
mighte you want to D pimp this thing let
me hear you say bot
what v dub holding it down on the
engineering tip y'all yeah the GT TI
Mark 5 pre-tuned by German
Engineers all right so that is Kenneth
Burke's P don't want to see that
again that's Kenneth Burks pentad act
agent agency scene and purpose they give
us a methodical way to analyze things
like stories or events or advertisements
we'll be talking about it more in these
next coming videos I'm going to stop
this one here because it's long enough
until the next video take care
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