Sunday, September 27, 2009

Poker Face (Week 3)

Was thinking about nonverbal cues and communication, and where they would best apply in a practical sense, and I thought of the poker game in Casino Royale (2007).




Ignore the blatant ads from Tell Poker. This was the best clip I could find on YouTube.

A good place to observe nonverbal communication is a place where verbal communication is limited, but an even better place to observe it is when nonverbal communication is more important. Professional players don't play their cards, they play their opponents, and not every hand won in poker is won with a high hand. Players regularly inspect their opponents for signs and tells as an indication of what kind of hands their opponents have, and adjust their playing styles accordingly. Also, professional players use tactics like fake tells and confidence playing to throw their opponents off, either by being unpredictable and hard to read, or by deceiving them by signalling that they have better or worse cards than they actually do.

By observing this match up, one can see the aspects of nonverbal communication in play, and how players either use these methods to send messages (sender approach) or read the signs exhibited from their opponents (receiver approach):

Kinesics: The study of body movements. Everyone's movements and mannerisms are extremely calm and collected, even when they have a high chance of winning. Commonly called the poker face, this strategy prevents one's opponents from reading them too easily, like if one were to act excited or nervous with good pocket cards. Earlier in the game, Le Chiffre also gives Bond a fake tell. A tell is a nonverbal cue that people inadvertedly give out when they are bluffing. He feeds Bond a fake tell and then uses it to convince Bond that he is bluffing, thereby drawing Bond in while he himself was holding a strong hand, causing Bond to bust.

Paralinguistics: The study of vocal nonverbal cues. Everyone keeps a very collected tone when they speak, and the black guy doesn't even speak at all. Facial cues may be easy to suppress, but vocal cues that indicate your mood might be harder to catch, which is why they make a conscious effort to sound cool and collected. Saying nothing and being the silent player for the whole game can be just as effective; you don't give away anything, but you also can't incite people verbally.

Chronemics: The study of the meaning behind time. Even when they are confident of their odds, the players still take their time before acting. Professional poker players know not to be too hasty or too eager when making bets and decisions. This is not only to ensure that a player has deliberated enough before making a move, but also because how long one takes to make a decision can reflect on what he feels his chances are. Inexperienced players get excited when they get a pocket pair and are quick to raise, which might alert other people. Taking your time (and being cool about it) throws people off.

Objectics: The study of meaning portrayed by artifacts. Le Chiffre, throughout the entire game, can be seen doing chip tricks very naturally. This is a conscious and legitimate strategy undertaken by professionals, especially in the World Series. The chip trick is an intimidation tactic; knowing a lot of them and being good at them sends a message to other players that you are experienced and you know what you are doing. Also, people who are overly concerned with their odds and are easily flustered might be more so when distracted by someone else at the table expertly flipping chips, and this might cause him to lose focus and commit errors.

Oculesics: The study of nonverbal meanings communicated through the eyes. Staring your opponent down, especially when betting or raising, like how Le Chiffre does, shows that you are confident in your bet, and that you might (or do) have a good hand. This can be used as a bluff, where a confident gaze and a bold bet can scare people off and cause them to abandon their bets and fold. Also, with inexperienced players, watching their gaze might indicate their area of focus. Concentrating on the cards might show that you either have a good hand or are waiting for one, while concentrating on your opponents means you are attempting to play them by bluffing. Of course, this strategy is moot for pros, who know how to avoid such tell tale signs.

Physical appearance: Self explanatory. Although the dress code is formal here, how you dress still makes you different from the rest. Dressing lavishly or expensively shows that you are rich, which adds to the intimidation factor. On the flipside, some people in the World Series, like Scotty Nguyen, dress casually and flamboyantly to add to a casual, cool aura, which exudes a different type of confidence. Scotty Nguyen also likes to wear a cap and shades, as do a lot of World Series players, in order to better hide their expressions.

Haptics (the study of touch) and proxemics (the study of space) do not really apply here.

The strategies undertaken here draw heavily from nonverbal cues, since hardly anything is communicated verbally. Although effective, it is not the only way to apply nonverbal strategies. Take a look at this video of Scotty Nguyen using nonverbal (and some verbal) intimidation to win a bluff, in a way that is drastically different from Bond or Le Chiffre, but nonetheless effective.




So: what are the nonverbal strategies he uses, and how do they differ from Bond, and yet achieve the same results?

Sunday, September 20, 2009

Chic 'N' Stu (Week 2)

I put my iPod on shuffle and I got to this particular song. Chic 'N' Stu by System Of A Down. The song is about how advertising sucks people in and causes people to want stuff they did not know they needed prior to watching the ad. The lyrics aren't very profound, but I think it gets the point across fairly well.




Basically, "advertising causes need, therapy".

They got the idea for this song while watching an LA Lakers game and seeing the advertisments on display there, including one for pizzas that got them really hungry. That's the hallmark of effective advertising; not merely letting people know what you're selling, but getting people to want what you're selling.

I was looking around YouTube for examples of effective advertising when I recalled that moment in Harold and Kumar Go To White Castle, when they get the munchies and see the White Castle ad on TV.




Perfect example of an ineffective and an effective advertisment. (I uploaded this to YouTube myself, so hopefully they don't take it down for copyright infringements or anything like that)

Before this, a little background info on Aristotle's three modes of persuasion:

Logos - appeal via logic and wording of the message
Ethos - appeal via the credibility of the persuader
Pathos - appeal via the arousal of emotions in the viewer

Before the White Castle ad, they watch a public service announcement warning people of the dangers of marijuana. The acting in that ad is quite bad, no impacting or jarring message is sent out, and the ad makes no attempt to reach out to the viewer or make an impression. In communications terms, logos, ethos and pathos aren't being utilized at all. Maybe a little of logos (telling people that marijuana may cause you to stick a loaded gun into your mouth), but it doesn't capitalize on that fact at least, and in the end it does not make a conclusive point. Simply stating at the end that "Marijuana Kills" isn't effective enough, especially when the viewer's attention has been lost by that time. Both Harold and Kumar are quite baked from smoking marijuana when they see that ad, and yet, even in their supposedly more paranoid state of marijuana-induced high, they still think the ad is laughable and they do not take it seriously.

Then comes the White Castle ad. They state their cheap prices factually (logos) and the rest of the ad, from the torrent of fries to the use of words like "tasty" and "delicious", to the use of a female voice (which is audibly more appealing than a male voice), are all meant to appeal to the viewer's emotions (pathos). The depiction of the burgers and fries in the ad proves to the viewer that White Castle does indeed make good food (ethos), thereby inclining the viewer towards buying their food. Although Harold and Kumar had the munchies by then, and were generally hungry, the ad overwrote all the other food options they had, and compelled them to embark on their journey to White Castle.

It seems at this point that an effective advertisment has to include all three modes of persuasion and employ all of them effectively in order to be an effective ad, but there are plenty of examples of ads that do not utilize all, or any, of the modes of persuasion, like the famous Cadbury Eyebrows ad.




So: does an ad really need to effectively incorporate all three modes of persuasion to be effective? Or does its effectiveness have nothing to do with the modes of persuasion at all, and in fact depend on something else entirely?

Saturday, September 12, 2009

The New News (Week 1)

The news has progressed quite extensively from its humble Pony Express beginnings. Today, the news is available in a wide variety of formats, and all have their different uses and advantages. Is any one form better than the others? Not entirely. While some types may be sufficient alone, the existence of the other types proves that not any one type of news can do everything.
The major types are:

Newspapers
The Straits Times



Newspapers, in terms of raw data, are the most concise and substantial form of news. A single edition has all the info one needs to know with regards to international news, home news, sports and such for the day. Unfortunately, because of this same reason, it is also probably the most unjustly forsaken type of news. Most people do not realise this, but reading the newspaper requires some technique involving picking out relevant information. It is quite pointless (and tiring) to read an entire edition cover to cover, and attempting such is the reason why most people do not even bother with newspapers. Newspapers, regardless, are still too crucial to do away with, due to its tremendous advertising potential.

Televised News

Fox News

Channel NewsAsia



Televised news programmes are able to capitalise on their ability to visually and audibly engage their audience to bring across the news in a more vivid and impacting way than the newspaper can. The format, along with the scrolling news captions and latest updates, enables people to take in more information at a time than with newspapers - useful for people on the move. Televised news is also better than the newspaper due to the by-the-minute updates. Newspapers only publish anything that makes it by press time; anything else has to wait until tomorrow.


The only problem is that viewers are subject to the programme's format and capacity: if you want to hear about tennis updates, you have to sit through all the more important stuff before they reach that part. Also, being visually appealing may lead some channels to invoke certain feelings in the viewer that are analogous to the station's agenda, like how Fox News was regularly accused of siding the Bush Administration.


Fake News

The Daily Show - Dick Cheney's hunting incident


Link to Today Now - Gymnast Shawn Johnson Put To Sleep After Breaking Leg (YouTube)




Personally, my favourite type of news, where it is presented in a humourous way. Examples include The Daily Show, which reports on world events in an intentionally comedic way without distorting facts or publishing lies, and Today Now, which uses subtle humour and sarcasm to "report" fabricated stories based on real life events, more for the purpose to entertain than anything else. Such methods are useful in connecting with the younger generation and people who are thoroughly bored with the conventional news. Viewers will find it quite obvious as to what is fact and what is meant to be a joke, and through this method, awareness and some level of interest is drawn to these topics, as opposed to these people avoiding the regular news and sidestepping these issues altogether. The obvious drawback would be that some level of detail is sacrificed for the sake of humour, and that these programmes always run the risk of misinformation or defamation in the search for comedic material.


Personally, I feel that televised news is the most effective, in terms of currency, information transmission and convenience. However, all forms have their uses and drawbacks. So, which type of news media is the most effective?


Monday, September 07, 2009

Credits

I wish to thank my friend, Syahril Idris, BA Psychology undergraduate, for assisting me in the creation of this blog. Without him, my life would crumble as I know it.

Thank you friend.