Critique Challenge

Relativism - is the concept that points of view have no absolute truth or validity, having only relative, subjective value according to differences in perception and consideration. There is many forms of relativism which have owns meaning in their degree of controversy. The truth relativism is in which is the doctrine that there are no absolute truth. E.g. the truth is always relative to some particular frame of reference. (wikipedia)

 

Relativism is sometimes interpreted as saying that all points of view are equally valid, in contrast to an absolute which argues there is but one true and correct view.

One argument for relativism suggests that our own cognitive bias ( self judgement without using guideline or principle) prevents us from observing something objectively with our own senses, and notational bias will apply to whatever we can allegedly (judge) measure without using our senses. In addition, we have a culture bias—shared with other trusted observers—which we cannot eliminate away. Actually, humans can understand and evaluate beliefs and behaviors only in terms of their past history or culture context.

Relativism  can be judge based on another criterion that is philosophical relativism, methodological (moral) relativism and descriptive relativism.

 Philosophical or cognitive relativism in contrast, is the skeptical (can be denied) position that stand or opinion that the truth of a proposition depends on who interprets it because no moral or cultural tradition can or

will be reached.

     Methodological relativism and philosophical relativism can exist independently from one another.     Moral can be seen in the situation that want to be highlight. So moral basis need to be inject in            which audience could relate and reflect toward it.  

 
Descriptive relativism is merely the positive or descriptive position that there exist, in fact, fundamental disagreements about the right course of action even when the same facts obtain and the same consequences seem same or likely to be discuss. It is the study on different cultures have different moral standards. Descriptive relativists do not necessarily state or deny the existence of a single correct normal valuation,  that is to say, they are not necessarily normative relativists. Descriptive relativism is a widespread position in academic fields which simply admit that it is incorrect to assume that the same moral or ethical works(advertisement) are always in play in all historical and cultural circumstances.

The family.                                Filial Piety Father and Son (Eng subtitles).mp4 

  this is the video that i and my team mate will discuss and  judge based on ipsative assessment

that we learn before.

                    

                                     A Girl's Hope  

This is the advertisement that i will compare will the latest video.Both are about family. 

Well, i'll be using all the criteria in relativism to make a judgement in the way of ipsative assessment. For the first advertisement video highlight on how much we need to respect and care about our parents. It is clearly claimed in the coated sentences How ones generation loves, and the next generation learns. By using level of judgement that is A-audience, B- behavior, C- condition, D- degree, after watching this video, audience will no longer smile perhaps start to have an watery eyes (nearly cry) immediately.  

In  cognitive relativism, this video have such great touch on emotion that cannot be skeptical or denied. Because the old woman in the video confirmed by doctor, having Alzheimer diseases which cannot even remember her dearest son. Thus, in this video we see that the grandson felt really bad on his father because being badly treated by his granny. But, once his father explain on how much his owed his life on his mother and how great the sacrifices also love of his mother toward him, then that boy understand that parents need to be love because what they have done to us before are priceless.

In perspective of Moral relativism, it clearly shown on how much the man be patient toward his mother and still care about his mother even though his mother are no longer remember him. In other way, moral in this video is, as a youth we cannot easily judge people without think and knowing that people. Because sometimes there are lot of reasons ones be that way such as in this video. 

Descriptive relativism in this video are really great. This video have describe each character wisely. We can see that in the past the granny was a very caring and loving mother. She cheers her son even though her heart is killed inside by seeing her son in pain. Next is the man,son of the granny. He is such a loyal son and good example toward his son. He indirectly thought his son to respect the elders. The grandson in this video was kind of hot tempered. It is because he could not stand with his granny that being bad toward his father and treat his mother heartlessly.  

From the second video that i have choose, the reflective in the way of level judgement is, after watching this video, audience immediately think on their own sensory gift that they will realize how much they need to be grateful toward the Mankind by giving them the specialties of sensory and remember that video for 2 hour time minimum.

Cognitive relativism that obviously greatness of love.we can see the eagerness or spirit toward success that played by the small girl. She is blind, but never close her heart to learnt and experience new things. She also having lot of hopes in her life such as want to run freely, jump and touch the sky, swim like a fish and if everythings are possible to her, she also wants to have a same dream with her friend named Nurul then they can do it together. There is also love shown from the mother. She love her daughter and support on her daughter dream. She is a good mother that always motivate her daughter that even though her daughter cant see, but she can feel it.

Moral relativism perspective is, ones should not easily give up whenever failed on something, because there is a lot of disable that can promise better result if they are given same opportunity like us. Other than that, is moral support are needed to anyone to achieve ones target. So, as the mother portrayed  a good example of being supportive. 

In descriptive relativism i should say that, this video is very touching and affective. This is because, the mother have very strong heart to rise her daughter and not abundant her because of her disabilities. Also the character  of that young girl are really inspiring. 

So, in my opinion, both video carry a huge moral massage to educate the audience that sometime forget on their own responsibilities in life.   

Critique and Comparing Filial Piety Father and Son

My team mate is Rivadavia that judge on Objectivism. In objectivism the principle is reality exist as an objective. So by using criteria level, she think that objectivism that occur in this video is audiences should realize parental love will not be stale with time after viewing Filial Piety : Father and Son video. It is true that parent love are unchangeable. Besides that, after watching this video, audiences should know how to respond their parents good deeds that take care of them from child reach to adult. This video teach the audience the way to remember parents good deeds. Other than that, audiences should be able to learn to love their parents from their parents during watching this video from the beginning to the end. So, objectivism will state that we need to have responsibility toward family.

Dayana Syafiqa works on Subjectivism principle. Subjectivism is the level that observer will say everything with flat feeling or no bias.She also state about 10 principle of affective advertising in her opinion and research. That it is right to do a research based on certain principle as guidelines.  This advertisement are succeed on showing the greatness of love and how  important to respect the elders. She also have a target for the audience to remember this advertisement for a long time or maybe will immediately call their parents if they were away.

Last but not least is Christoper that judge this advertisement in the view of emotivism. Emotivism is reflect emotion. Thus, as human we usually have 7 emotion.,e.g. happy, sad, angry, absurd, and etc. So he will judge with his current emotion. I assume that when he is judging, he is in good moods.So, he can absorb all the moral value that stated and shown in this advertisement. He also right on bringing up about nostalgia of the character in this advertisement.  Also, how great love  could be. People will scarifies everything because of love. 

Suggestion on Improvement

As we know, commercial break are the time for the audience to take a break. E.g., audience want to have a glass of water in the kitchen. So, rarely audience can really focus and watch the commercial break. In this case, this TV  advertisement can be catch audience attention by inserting catchy song or high up the voice volume in beside ensure it is clear and easily remembered. For example the first advertisement that I work on, the background music must be louder, also the voice when the Son singing the Chinese song.

Next improvement that can be done is, on the lighting of frame. Most of the frame or scene are too dark until audience cannot see the whole frame other then the character. Scene in the house in dinner time are also dark. Audience will hardly see the food and the lower element of the house. So, for younger audience such as kids and teenager will not attracted to continue watching this advertisement. 

As far as I notice, this advertisement do work on guiding audience toward the massage such as honour, patient, love, scarifies, responsibility, and etc.