Materialism, commercials and rhetoric : the production of superficial happiness, 2014

Item — Call Number: MU Thesis Pla

Identifier: b7607921

Staff Only

Scope and Contents

From the Collection:

The collection consists of theses written by students enrolled in the Monmouth University graduate English program. The holdings are primarily bound print documents that were submitted in partial fulfillment of requirements for the Master of Arts or Master of Fine Arts degrees.

From the Collection:

Students become eligible to pursue the Master of Fine Arts (M.F.A.) degree if they have obtained a Master of Arts (M.A.) in English from Monmouth University and demonstrate a proficiency for creative writing through a thesis or equivalent work.

From the Collection:

After completing their 30-credit M.A. in English with a Creative Writing concentration, Monmouth’s M.F.A. students take an additional 18 credits of intensive creative writing study that includes the completion of a book-length Creative Thesis.

From the Collection:

During the fall 2022 semester (in instances where the requisite waivers were received from consenting student authors), the Monmouth University Library, together with the University's Graduate School and Wayne D. McMurray School of Humanities and Social Sciences, began providing open access to select full-text digital versions of current theses and dissertations through links to the ProQuest Dissertations & Theses Global website in the Library's Online Public Access Catalog. Links to these open access digital publications can also be found in the "External Documents" section under any conforming titles that are listed among the holdings itemized in the collection inventory for this finding aid.

Dates

Creation: 2014

Creator

Platt, Robert J. (1988- ) (Author, Person)
Tietge, David J. (1966-2017) (Thesis advisor, Person)
Bluemel, Kristin, 1964- (Thesis advisor, Person)

Conditions Governing Access

The collection is open for research use. Access is by appointment only.

Access to the collection is confined to the Monmouth University Library and is subject to patron policies approved by the Monmouth University Library.

Collection holdings may not be borrowed through interlibrary loan.

Research appointments are scheduled by the Monmouth University Library Archives Collections Manager (723-923-4526). A minimum of three days advance notice is required to arrange a research appointment for access to the collection.

Patrons must complete a Researcher Registration Form and provide appropriate identification to gain access to the collection holdings. Copies of these documents will be kept on file at the Monmouth University Library.

Extent

1 Items (print book) : 38 pages ; 8.5 x 11.0 inches (28 cm).

Language of Materials

English

Additional Description

Introduction [excerpt]

An existential shift appears to be occurring, one that moves people away from melancholia in search of "authentic" happiness. Yet, few of us actually achieve genuine happiness and settle for superficiality that we either accept or fallaciously believe is true happiness (Wilson 5). The purpose of this paper is to explore the various rhetorical figures found in adverstisements as the vehicle to piety (the tenor), which, in turn, results in an action/behavior. This is important to understanding the trend toward [Eric G.] Wilson's view of superficial happiness existing in tangible entities such as technological devices, designer products and perceptions of reality; many of these physical entities (appear to be) extensions of the person. The figures I will explore are metaphor, puns, analogies incongruity, coloration and other artful deviations that may implicitly cause viewers to take up certain behaviors and ideologies; I will also show how many commercials touch upon class and how these distinctions are often interpreted. Moreover, this paper will trace (at least implicitly) the connection between these rhetorical figures and Eric Wilson's view of superficial happiness--that is, how do these advertisements convey and otherwise embody his notion? Finally, I will discuss the long-term implications of superficiality and adverstisements as they relate to Wilson's idea of generative melancholia.