• Left Advertisement:

  Text: "We wish you a scary Halloween!"

Every Halloween, people often dress up as scary characters to scare others. Since ancient times, evil characters often wear a cape - a symbol of dark power. The message Pepsi brings is to turn Coca Cola into a bad drink, harming people.

Pepsi is wearing a Coca Cola coat, it implies that Coca Cola is very scary.

• Right Advertisement:

Text: "Everybody wants to be a hero!"

In daily life, we often see that any superhero, like Superman, also wears a cape - a symbol of "courage". The suggests that Pepsi wants to "dress up" as Coca-Cola to become a hero. This ironic reversal implies that being associated with Coca-Cola is heroic and desirable, suggesting Coca-Cola is the superior brand that everyone aspires to be.

• Role of Context, Local Interpretation, and Analogy:

  • Context: The advertisements rely on the rivalry between two of the largest soda brands, Coca-Cola and Pepsi. The Halloween context in the left ad is relevant to Western cultural themes, particularly around costumes and fear.

  • Analogy: Both advertisements use the analogy of capes. In one, Pepsi pretends to be Coca-Cola as a scary entity, while in the other, it implies that Coca-Cola is the desired “hero” everyone wants to be. The analogy taps into the superhero genre, which has universal appeal, and enhances the ad's playful nature.

Question 2:

Rose: symbol of young woman and innocence

sick: adj of suffering

worm: associated with death and decay

The analogy between the rose and the human experience is crucial for understanding the expression.

*Irony in Perspectives:

• Pepsi's Angle:

It describes Coca-Cola's branding as "scary," suggesting it is inferior or less appealing by jokingly implying that dressing as Coca-Cola is a mockery.

• Coca- Cola's Angle:

Coca-Cola responded by interpreting the Pepsi can's act of wearing its brand as Pepsi trying to emulate Coca-Cola. Asserting that even rivals want to aspire to be like Coca-Cola, thus framing Coca-Cola as the superior or "heroic" brand.

* Contextual Understanding:

The longstanding competition between the two brands adds depth to the interpretation of their playful banter, emphasizing their well-known rivalry.

* Local Interpretation:

Viewers need to discern the clever interplay of mockery and aspiration in the taglines, understanding how each brand uses language and imagery to convey their respective messages.

*Analogy Usage:

Utilizing Halloween costumes as a metaphor illustrates the competitive spirit, where both brands adopt roles akin to heroes and villains in a playful narrative.

TASK 2:

Intended Referent of "The Sick Rose":

the phrase "the sick rose" serves as a metaphor for innocence, purity, or love that has been tainted or harmed. The "sickness" is attributed to an "invisible worm," symbolizing destructive forces like deceit or societal corruption. The rose represents beauty and fragility, while its condition suggests inevitable harm from unseen elements.

Role of Co-text and Analogy

• Co-text: To fully grasp "sick rose," one must consider the surrounding lines. The "invisible worm," which operates in darkness, suggests a hidden threat that leads to the rose's decline. This imagery indicates that the rose is not overtly ill but attacked by an unseen entity.

• Analogy: The relationship between the rose and the worm uses natural imagery to convey an emotional theme. Just as a delicate rose can be compromised by a hidden foe, love may also suffer from insidious influences.

* Pepsi’s tagline: We wish you a scary Halloween!

- the ironic purpose of this advertisement: Pepsi often competes with Coca-Cola, the "scary" could be read as a subtle jab, implying that seeing a competitor’s product (Coca-Cola) might be a “scary” thing for Pepsi fans or that choosing Coca-Cola is a frightening thought.

* Coca-cola’s tagline: Everybody wants to be a hero!

- The ironic purpose of this advertisement: drinking Coca-Cola is a relatively mundane act. The tagline implies that by consuming Coca-Cola, one can somehow become a hero, which is a playful exaggeration that adds a touch of humor and aspiration to the advertisement.

- Context: Pepsi’s tagline fits within the Halloween theme, playing on the idea of "scary" as fun, while possibly hinting at its rivalry with Coca-Cola. Coca-Cola’s tagline appeals to a general, aspirational idea of heroism but contrasts with the everyday act of drinking soda.

 - Local interpretation: In regions where Pepsi and Coca-Cola’s rivalry is well-known, Pepsi’s “scary” could be interpreted as a competitive jab. Coca-Cola’s “hero” message might be understood differently depending on local cultural notions of heroism, ranging from lighthearted to ironic.

 - Analogy: Pepsi links Halloween’s fear to brand competition, suggesting that Coca-Cola is the "scary" choice. Coca-Cola exaggerates the analogy between heroism and drinking soda, humorously elevating a simple act to something grand.

Task 2:

• Roses are often used as symbols of love and beauty. In this poem, the rose is described as “sick”, implying that the love or beauty it represents can be faded and become weak through the phrases “the invisible worm”, “the fly in the night” and “his dark secret love”. By using the image of a sick rose, William Blake is able to convey the idea that even the most beautiful and passionate love can be susceptible to decay and destruction.

  
  

• Co-text: The poem's title itself establishes a connection between the rose and illness. The rose is not just any flower; it is specifically sick. This sets up an expectation of a negative or sorrowful theme.

  - "O Rose, thou art sick": This opening line establishes the poem's central theme: the rose's illness. This co-text sets up an expectation of negativity and decay, instantly drawing the reader into the somber atmosphere.

  - "Crimson joy": This phrase evokes a sense of passionate beauty and vitality, emphasizing the rose's healthy state before being afflicted. The combination of "crimson" and "joy" highlights the contrast between the rose's original beauty and its current state of illness.

   

  • Analogy:

  - "The invisible worm": This central analogy is the poem's driving force. The worm, associated with decay and destruction, acts as a metaphor for the destructive force that consumes the rose. This invisible force, hidden and unknown, represents the insidious nature of love's destructive potential.

  - "Flies in the night/In the howling storm": These lines further characterize the worm's insidious nature, implying that it operates in darkness and chaos. The storm imagery amplifies the destructive power of the worm and the relentless force of its love.

  - "His dark secret love/Does thy life destroy": This final couplet explicitly reveals the worm's intention and its destructive consequence. "Dark secret love" suggests a love that is hidden, perhaps obsessive and possessive, ultimately leading to the rose's demise.

In Halloween day, people tend to to dress up as scary people. Pepsi is competitive to Coca Cola, so this sentence implies that Coca Cola is scary drink.

Coca Cola's tagline: "Everybody wants to be a hero!"

It is often seen that only children want to be hero, and this implies Pepsi is childish. Pepsi wants to superior to Coca Cola but it is very difficult.

Context: On Halloween day, Pepsi launched an advertisement ( a Pepsi is covered by Coca Cola) with tagline: "We wish you a scary Halloween." And immediately, Coca Cola also launched an ad with tagline: "Everybody wants to be hero". This implies the competition between two brands.

Analogy: Hero: only children want to be a hero. => Pepsi action's is childish.

Local interpretation: Pepsi and Coca are rivals.

Exercise 2:

1. The sick rose: It can be interpreted as a kind of love between men and women, which is destroyed/changed over time

• rose: analogy (Mostly, rose is the symbol of love)

• sick: co-text (The invisible worm, the howling storm, his dark secret love)

context

2 competitive branches, in halloween advertisement

ironic

coca is scary and threatening

coca customer is hero

local interpretation: 

2 slogans to advertíe the product and put other down

halloween : event when people wear like fantasy characters

hero: who help weaker ones and get praise by normal citizens

analogy

listener/ viewer are aware of halloween, hero, competitive relatiónhip between coca and pepsi

Task 2: In the following poem written by William Blake:

           The Sick Rose

O Rose, thou art sick:

The invisible worm,

That flies in the night

In the howling storm,

Has found out thy bed

Of crimson joy;

And his dark secret love

Does thy life destroy.

1.1. Explain the intended referent of the refereeing expression The sick rose: the destruction in love

the rose: symbolize pure love, while sick indicates corruption of love

invisible worm: external element have negative impact for love

1.2. Comment on the role of co-text and analogy in understanding the expression. 

 role of co-text :death , disease

 analogy : listener/ viewer are aware of rose( love) sick( negative condition)

Ỉonic

Pepsi's tagline, "We wish you a scary Halloween!" embraces the playful spirit of the holiday, inviting fun and mischief. The irony lies in the contrast between the lightheartedness of Halloween and the potential seriousness implied by "scary," which could evoke genuine fear in certain contexts.

Conversely, Coca-Cola's tagline, "Everybody wants to be a hero!" feels out of place during a holiday that celebrates trickery and ambiguity. The irony here is that while Halloween encourages playful identities, the serious aspiration for heroism feels disconnected from the holiday's festive chaos.

Context

Cultural context heavily influences how these messages are received. In regions where Halloween is celebrated with creativity and joy, Pepsi's tagline resonates well. However, in communities where Halloween is approached with caution, it may seem inappropriate. Coca-Cola’s earnest message about heroism might clash with the playful nature of the holiday, making it feel overly serious.

Local Interpretation

Local interpretations vary; some communities embrace Halloween's mischief, while others might prioritize safety and tradition, affecting the perception of both taglines.

Analogy

These contrasting messages highlight how brands navigate cultural symbols, with Pepsi leaning into Halloween's chaos and Coca-Cola invoking broader ideals of identity and aspiration.

Task 2

1.1. Intended Referent of "The Sick Rose"

Blake's poem "The Sick Rose" alludes to a corrupted or decaying state and is frequently read as a metaphor for lost innocence or the destructive power of love. The "invisible worm," which alludes to a hidden and evil force endangering this beauty, stands in stark contrast to the rose, which is customarily associated with passion and beauty. The impact of emotional turmoil or the vulnerability of love can be interpreted as the intended referent, especially in the context of romantic relationships where something pure can be tarnished by unnoticed, detrimental influences.

1.2. Role of Co-text and Analogy

The co-text is important to the interpretation of "The Sick Rose." The surrounding lines create a contrast between the destructive forces that invade the rose and its beauty, particularly with the imagery of the "howling storm" and the "invisible worm." The rose's illness is better understood as a result of this juxtaposition, which highlights how something naturally beautiful can be tainted by outside forces.

• We wish you a scary Halloween: Pepsi considers the cloak as a Halloween costume, implying that Coca Cola is scary and terrible. 

• Everybody wants to be a hero: The Coca-Cola cloak represents power and supreme, which Pepsi admires and Pepsi wants to become a hero like Coca. Normally, only children want to become a hero, “ everybody” here including Pepsi, which means that Pepsi seems like a childish kid dreaming about becoming a hero. 

• Co–text: Pepsi and Coca-Cola have had a competitive relationship for a long time. They use advertisements or marketing strategies related to the opponent very often. 

  Task 2: In the following poem written by William Blake:

  1. Explain the intended referent of the refereeing expression The sick rose. 

  • interpreted as a kind of love (between man and woman) but being destroyed 

  • classic elements of love 

  2. Comment on the role of co-text and analogy in understanding the expression. 

  • Co-text (the surrounding text) plays a crucial role in interpreting "The sick rose":

    • The personification of the rose ("thou art sick") immediately suggests we should read it symbolically rather than literally.

    • The description of the "invisible worm" provides context for understanding the nature of the rose's sickness. It's not a physical ailment, but something secret and destructive.

    • Phrases like "bed of crimson joy" and "dark secret love" create a sensual undertone, supporting interpretations related to love or passion.

    • The final line, "Does thy life destroy," emphasizes the severity and finality of the rose's condition, reinforcing the idea of corruption or moral decay.

  • The analogy is also important in decoding the meaning:

    • The rose and worm can be seen as analogous to victim and perpetrator, or innocence and corruption.

    • The contrast between the visible beauty of the rose and the invisible nature of the worm creates an analogy between appearance and hidden reality.

    • The storm could be analogous to tumultuous emotions or societal upheaval, providing a backdrop for the rose's demise.

  
  

• Pepsi’s tagline: "We wish you a scary Halloween": Pepsi considers the cloak as a Halloween costume, implying that Coca-Cola is scary and terrible. 

• Coca-Cola’s tagline: "Everybody wants to be a hero": The Coca-Cola cloak represents power and supreme, which Pepsi admires and Pepsi wants to become a hero like Coca. Normally, only children want to become a hero, “ everybody” here including Pepsi, which means that Pepsi seems like a childish kid dreaming about becoming a hero. 

• Co–text: Pepsi and Coca-Cola have had a competitive relationship for a long time. They use advertisements or marketing strategies related to the opponent very often. 

  Task 2: In the following poem written by William Blake:

  1. Explain the intended referent of the refereeing expression The sick rose. 

  • interpreted as a kind of love (between man and woman) but being destroyed 

  • classic elements of love 

  2. Comment on the role of co-text and analogy in understanding the expression. 

  • Co-text (the surrounding text) plays a crucial role in interpreting "The sick rose":

    • The personification of the rose ("thou art sick") immediately suggests we should read it symbolically rather than literally.

    • The description of the "invisible worm" provides context for understanding the nature of the rose's sickness. It's not a physical ailment, but something secret and destructive.

    • Phrases like "bed of crimson joy" and "dark secret love" create a sensual undertone, supporting interpretations related to love or passion.

    • The final line, "Does thy life destroy," emphasizes the severity and finality of the rose's condition, reinforcing the idea of corruption or moral decay.

  • The analogy is also important in decoding the meaning:

    • The rose and worm can be seen as analogous to victim and perpetrator, or innocence and corruption.

    • The contrast between the visible beauty of the rose and the invisible nature of the worm creates an analogy between appearance and hidden reality.

    • The storm could be analogous to tumultuous emotions or societal upheaval, providing a backdrop for the rose's demise.

  
  

+ The ironic purposes of the two advertisement:

Pepsi’s tagline: We wish you a scary Halloween:

- The context of this advertisement stems from Halloween, which is a special occasion for people dress up as scary characters. Pepsi conveyed the message that Coca-Cola is a "scary" drink by suggesting that Pepsi cans were dressed up as Coca-Cola cans for Halloween, aiming to frighten people.

Coca-cola’s tagline: Everybody wants to be a hero!

- Coca-Cola responded with an identical ad. However, the logo was changed to Coca-Cola's and the message was changed. Capes are often associated with heroes like Superman, who is famous for his red cape. Coca-Cola positions itself as a hero that everyone aspires to be, while Pepsi happily wears the cape. Everyone is used here to refer to Pepsi as a child, symbolizing the dream of becoming a hero.

Comment on the role of context, local interpretation, and analogy in understanding the discourse:

- The role of context:

+ Pepsi’s tagline, “We wish you a scary Halloween!” is framed within the Halloween season, a time characterized by fun, festivities, and playful scares.

- Local interpretation:

+ Participants: brands (Pepsi and Coca-Cola) and their target audiences, which include consumers, families, and individuals

+ Setting: Halloween

+ Sequences of event: Halloween 2013, specifically, on this holiday Pepsi knew how to seize the opportunity and release an extremely sarcastic and ironic advertisement against their competitor Coca-Cola.

- Analogy:

+ Halloween: In Western countries, is characterized by a variety of customs and activities, people wear various costumes from film characters to horror figures. 

+ Hero: is significant for children, providing them with models of positive behavior. It is a dream of children.

=> Pepsi and Coca-cola are competitive in the market, and always want to bring down the opponent.

Task 2: In the following poem written by William Blake:

1.1.     Explain the intended referent of the refereeing expression The sick rose.

- Rose: symbol of love, beauty, romance

- Sick: Illness, damaged

- The phrase "The sick rose" metaphorically represents a rose that has been corrupted or damaged in some way, symbolizing decay or infection.

1.2.     Comment on the role of co-text and analogy in understanding the expression.

- The role of co-text:

+ In this poem, the co-text includes the "invisible worm" and the "bed of crimson joy."

• Invisible Worm: This line introduces a hidden threat that causes the rose's illness, symbolizing a destructive force that undermines beauty and love.

• Crimson Joy: The phrase "bed of crimson joy" emphasizes the initial beauty and vitality of the rose, highlighting what has been lost due to the worm's presence.

- Analogy:

+ the rose:

- symbolizes a beautiful woman, representing beauty, purity, and innocence.

- classic metaphor in most cultures

+ the worm: connect with some words in the poem:

-  “The invisible worm”: worms -> destroy rose( destruction)

 - “the night”

- “the howling storm”: storm

 - “his dark secret love”: dark: no result, future, no meaning, value

- symbolizes a man who can have a destructive influence.

=> The worm’s destructive nature harms the rose, similar to how a woman loses her virginity to a man. In this way, the woman’s innocence is lost, just as the worm damages the rose.

The two advertisements, featuring a Pepsi can draped in a superhero cape, play on the iconic rivalry between Coca-Cola and Pepsi. The irony lies in the fact that a Pepsi can is being presented as a hero, a traditionally positive and aspirational figure, while Coca-Cola, often seen as a more established and mainstream brand, is seemingly left in the shadows.

The context of Halloween, a time associated with costumes, transformations, and the unexpected, enhances the ironic nature of the advertisements. By positioning a Pepsi can as a hero, the ad suggests a playful subversion of expectations and a challenge to the status quo.

Local interpretation and cultural nuances also play a crucial role in understanding the discourse. In different regions, the rivalry between Coca-Cola and Pepsi may hold varying levels of significance or be perceived differently. For example, in some markets, Pepsi may be seen as a more youthful or rebellious brand, while Coca-Cola may be associated with tradition and nostalgia. These local interpretations can influence how consumers perceive the ironic message of the advertisements.

Additionally, the analogy of a superhero cape being draped over a Pepsi can creates a visual metaphor that is both striking and thought-provoking. It suggests that Pepsi is challenging Coca-Cola's dominance and aspiring to a heroic status. This analogy can be interpreted in various ways, depending on the viewer's perspective and understanding of the brands involved.

Task 2:

1.1. The intended referent of the refereeing expression "The sick rose" is most likely a human being or a relationship. The poem uses the rose as a metaphor for something delicate, beautiful, and vulnerable, which can be associated with a person or a romantic relationship. The sickness of the rose can be interpreted as a metaphor for illness, pain, or the breakdown of a relationship.

1.2. The co-text of the poem plays a crucial role in understanding the expression "The sick rose." The references to an invisible worm, a howling storm, and dark secret love all contribute to the overall image of a destructive force that is attacking something beautiful and innocent. This creates an analogy between the rose and a person or relationship that is being harmed by a hidden or insidious force.

The use of analogy in the poem also helps to convey the emotional impact of the situation. By comparing the rose to a person or relationship, Blake is able to evoke empathy and sympathy for the suffering subject. The image of a beautiful flower being destroyed by a hidden worm is both shocking and poignant, and it serves to highlight the fragility and vulnerability of human life and relationships.

- Pepsi’s tagline: We wish you a scary Halloween: Context: Halloween => occasion that people often dress up as evils or scary characters. In the picture, Pepsi is wearing a Coca - Cola printed cape, which implies that Pepsi become ugly as well as scary when it is in appearance of Coca.

- Coca-cola’ tagline: Everybody wants to be a hero! : It is an ironic response of Coca-cola for their rival. Every refers to children => only children want to become a hero => ironic

- Role of context: The culture and tradition of celebrating Halloween + Pepsi ad Coca –cola are rivals => essential to understand the irony

- Local interpretation: In Western countries, Halloween is primarily celebrated as a festive occasion for children to dress up in costumes, trick-or-treat, and enjoy spooky decorations.

- Analogy: In Halloween, people often dress up as evils or scary characters. In addition, Coca-cola and Pepsi are often known as rival in the market of beverage field.

Task 2:

1.1. Explain the intended referent of the referring expression The sick rose.

- The author uses the image of “Rose” as a metaphor, symbolising the beauty of the women.

- The word “sick” refers something is ill or damaged

=> "The sick rose" is a powerful metaphor for a young woman who was damaged or decayed by something harmful in some ways.

1.2. Comment on the role of co-text and analogy in understanding the expression.

- The rose: a symbol of beauty, love, and passion. However, in this poem, it is presented as "sick," suggesting a decline or corruption of these qualities.

- The invisible worm: The worm is a symbol of decay, destruction, and hidden danger. It is described as flying in the night and lurking in the storm

- In "The Sick Rose," Blake uses an analogy between the rose and a human being. The rose, like a human, is subject to decay and destruction.

The analogy in the poem creates a powerful image of love and passion being corrupted by hidden forces. The rose, representing love and beauty, is placed next to the invisible worm, symbolizing destruction and decay. This contrast highlights the fragility and vulnerability of human emotions and the destructive power of hidden desires or negative influences.

*Ironic

- "We wish you a scary Halloween!": This implies that Coca-Cola is a scary drink and Pepsi dresses up as Coca-Cola to scare people.

- "Everybody wants to be a hero!": Coca is Superman, and Pepsi is trying to act as a hero by wearing the Coca-Cola cape. Besides, Pepsi is now imagined as a child who always wants to be like the Coca-Cola superhero but never can.

*Context

- Coca-Cola and Pepsi are two rivals and two of the biggest brands in the beverage industry.

*Local interpretation

- Halloween: People dress up as various characters, often choosing those with unattractive or scary appearances.

- Hero: A man with extraordinary powers, saving the world from evil.

Halloween or heroes affect how they see the ads. If Halloween isn’t popular in a region, the scary part of the first ad might not make much sense, but the idea of a hero in the second ad could still be clear.

*Analogy

- The ads use an analogy by comparing the brands to costumes and heroes.

Task 2.

2.1.   Explain the intended referent of the refereeing expression The sick rose.

- The intended referent: something beautiful has been damaged.

2.2. Comment on the role of co-text and analogy in understanding the expression.

*Co-text:

- "invisible worm," "flies in the night," and "dark secret love" suggest hidden, destructive forces. These phrases give context to the rose's sickness, implying that the harm comes from something secret and not openly visible.

*Analogy: The rose can be seen as an analogy for innocence, purity, or love, while the worm represents corruption or hidden dangers.

Pepsi's Advertisement

- Tagline: "We wish you a scary Halloween!"

- Irony: Pepsi uses the Coca-Cola cape to suggest that dressing up as Coca-Cola is a scary choice, particularly for Halloween. The irony here is that Pepsi is implying Coca-Cola is something to be feared or ridiculed, using Halloween as a playful context to insinuate that Pepsi is superior or more appealing.

Coca-Cola's Advertisement

- Tagline: "Everybody wants to be a hero!"

 - Irony: Coca-Cola humorously flips the Pepsi ad by implying that wearing a Pepsi cape makes Coca-Cola a hero, reversing the negative implication. Here, the irony is in Coca-Cola subtly asserting its dominance by suggesting that it doesn't fear being associated with Pepsi but rather, sees itself as a hero even when dressed as Pepsi.

Task 2:

1.1. Explain the intended referent of the refereeing expression The sick rose.

- The “sick rose” in William Blake's poem is a metaphor, representing something beautiful that has been damaged or harmed. While the literal allusion may be a sick rose, the deeper meaning may refer to a person, relationship, or love that has been tainted by something, such as betrayal, or secrets,... Roses traditionally symbolize beauty, love, and purity, but in this case, the " invisible worm " has been damaged, symbolizing a force invisible or hidden that causes its destruction.

1.2. Comment on the role of local interpretation and analogy in understanding the expression.

- Local Interpretation: In this context, understanding the meaning of "The Sick Rose" depends on analyzing the specific elements within the poem, like the "invisible worm," "crimson joy," and the "dark secret love." The "rose" can be locally interpreted as something delicate and beautiful, and the "worm" is a destructive force that operates in secret, indicating betrayal, corruption, or loss.

- Analogy: The rose’s sickness is analogous to how love or innocence can be harmed by something unseen. The poem invites the reader to see the rose as an analogy for something deeper - like a person or emotion - making the destruction of the rose represent the internal decay of something pure by hidden, destructive forces. This analogy helps readers grasp the emotional and symbolic meaning behind the poem beyond the literal description.

### Task 1: Ironic Purpose of the Two Ads

In the image, the Pepsi Ad shows a can of Pepsi dressed up as a can of Coca-Cola for Halloween and the tagline reads: "We Wish You a Scary Halloween! Everyone Wants to Be a Hero!" This creates irony through the visual and textual message.

- Irony: Pepsi positions itself as the "hero" for Halloween by implying that even Pepsi wants to dress up as Coca-Cola to be "scary". The underlying implication is that Coca-Cola is seen as a more formidable or iconic brand, thus making the choice of costume ironic.

- Context: This ad plays on the idea of ​​Halloween costumes and the playful rivalry between Pepsi and Coca-Cola. The context is important because it portrays Coca-Cola as a strong competitor.

- Local Interpretation: This image is immediately clear to those familiar with both brands, based on the idea that Coca-Cola is so strong that even Pepsi wants to imitate it, but in the end, Pepsi is still the underdog.

- Similarities: Pepsi's slogan creates a comparison by comparing Halloween costumes (Pepsi dressing up as Coca-Cola) to the idea of ​​heroes and villains, which adds humor and irony to the rivalry between the brands.

### Task 2: The Sick Rose by William Blake

#### 1.1. Intentional Reference to "The Sick Rose"

In Blake's poem, "The Sick Rose" can symbolize something pure and beautiful that has been corrupted or destroyed by something invisible, represented by the "invisible worm". The rose can symbolize innocence, love, or even society, while the worm symbolizes decay or a destructive force, whether literal (death, disease) or metaphorical (sin, guilt, secrets).

#### 1.2. The Role of Co-Text and Analogy

- Co-Text: The other lines of the poem provide important information about the rose's disease. The "invisible worm" and the "howling storm" paint a picture of something threatening and destructive, implying that the rose's decay is not a natural process but caused by an outside force.

- Anatomy: The poem uses the rose and the worm as metaphors for deeper human experiences. The analogy can refer to hidden, corrupting forces in life that destroy beauty and innocence (for example, the destruction of love through jealousy or deception).

Would you like to elaborate on any of these points?

In Halloween day, people tend to to dress up as scary people. Pepsi is competitive to Coca Cola, so this sentence implies that Coca Cola is scary drink.

Coca Cola's tagline: "Everybody wants to be a hero!"

It is often seen that only children want to be hero, and this implies Pepsi is childish. Pepsi wants to superior to Coca Cola but it is very difficult.

Context: On Halloween day, Pepsi launched an advertisement ( a Pepsi is covered by Coca Cola) with tagline: "We wish you a scary Halloween." And immediately, Coca Cola also launched an ad with tagline: "Everybody wants to be hero". This implies the competition between two brands.

Analogy: Hero: only children want to be a hero. => Pepsi action's is childish.

Local interpretation: Pepsi and Coca are rivals.

Exercise 2:

1. The sick rose: It can be interpreted as a kind of love between men and women, which is destroyed/changed over time

• rose: analogy (Mostly, rose is the symbol of love)

• sick: co-text (The invisible worm, the howling storm, his dark secret love)

Task 1: Ironic Purpose of the Two Ads

In the image, the **Pepsi Ad** shows a can of Pepsi dressed up as a can of Coca-Cola for Halloween and the tagline reads: "We Wish You a Scary Halloween! Everyone Wants to Be a Hero!" This creates irony through the visual and textual message.

- **Irony**: Everybody wants to be a hero! It is an ironic response of Coca-cola for their rival. Every refers to only children want to become a hero ⇒ironic

- **Context**: This ad plays on the idea of ​​Halloween costumes and the playful rivalry between Pepsi and Coca-Cola. The context is important because it portrays Coca-Cola as a strong competitor.

- **Local Interpretation**: This image is immediately clear to those familiar with both brands, based on the idea that Coca-Cola is so strong that even Pepsi wants to imitate it, but in the end, Pepsi is still the underdog.

- **Similarities**: Pepsi's slogan creates a comparison by comparing Halloween costumes (Pepsi dressing up as Coca-Cola) to the idea of ​​heroes and villains, which adds humor and irony to the rivalry between the brands.

Task 2: *The Sick Rose* by William Blake

1.1. Intentional Reference to "The Sick Rose"

In Blake's poem, "The Sick Rose" can symbolize something pure and beautiful that has been corrupted or destroyed by something invisible, represented by the "invisible worm". The rose can symbolize innocence, love, or even society, while the worm symbolizes decay or a destructive force, whether literal (death, disease) or metaphorical (sin, guilt, secrets).

1.2. The Role of Co-Text and Analogy

- **Co-Text**: The other lines of the poem provide important information about the rose's disease. The "invisible worm" and the "howling storm" paint a picture of something threatening and destructive, implying that the rose's decay is not a natural process but caused by an outside force.

- **Anatomy**: The poem uses the rose and the worm as metaphors for deeper human experiences. The analogy can refer to hidden, corrupting forces in life that destroy beauty and innocence (for example, the destruction of love through jealousy or deception).

Pepsi’s Tagline: “We wish you a scary Halloween!”

The irony in Pepsi’s advertisement comes from the playful and unexpected juxtaposition of a lighthearted, fun holiday greeting (“We wish you”) with the more sinister or frightening tone of “scary Halloween.” Pepsi, a familiar and approachable brand, humorously positions itself within a spooky holiday context, showing that even a mainstream brand can engage with Halloween’s eerie atmosphere. The irony lies in the contrast between the normally joyful sentiment of “wishing” someone something and the “scary” connotation of Halloween.

Coca-Cola’s Tagline: “Everybody wants to be a hero!”

The irony in Coca-Cola’s tagline comes from the overstatement of the everyday consumer’s desire to “be a hero.” By drinking a soft drink, one would hardly expect to become heroic in the traditional sense. Yet, the ad might be subtly referring to small everyday acts of kindness or joy (like sharing a Coke) as heroic. The irony lies in elevating something mundane, like drinking a beverage, to the status of heroism, which is typically reserved for grand, noble acts.

Context, Local Interpretation, and Analogy in Understanding the Discourse

• Context: The cultural context is crucial for understanding both taglines. Pepsi’s Halloween reference relies on the cultural association with the holiday, particularly in Western countries where Halloween is a well-known, fun, and spooky celebration. Coca-Cola’s hero reference may connect with various global contexts, as heroism is universally admired, but the interpretation might differ based on local traditions.

• Local Interpretation: Local customs and social norms shape how each tagline is understood. For example, in some cultures where Halloween is not celebrated, Pepsi’s ad might lose its humor or meaning. Similarly, in regions where individual heroism is not as culturally emphasized, Coca-Cola’s tagline might not resonate as intended.

• Analogy: Both advertisements use analogy to link their products to broader concepts—Pepsi links its product to Halloween, while Coca-Cola associates its product with heroism. The success of these analogies depends on the audience’s ability to see the humor or aspirational quality in the comparisons.

Task 2: William Blake’s “The Sick Rose”

1.1. The Intended Referent of “The Sick Rose”

The “sick rose” in William Blake’s poem is not just a literal flower but also a symbolic expression. It likely refers to something pure or beautiful that has been corrupted or tainted. The rose can symbolize love, innocence, or vitality, which has been infected by an external force (the “invisible worm”). The rose’s “sickness” suggests decay, corruption, or loss of purity, possibly hinting at themes of destruction, unrequited love, or mortality.

1.2. The Role of Co-text and Analogy in Understanding the Expression

• Co-text: The surrounding lines provide crucial context to interpret the metaphor of the “sick rose.” The phrases “invisible worm” and “flies in the night” suggest something insidious or hidden that affects the rose. The description of the worm’s “dark secret love” further indicates that the cause of the rose’s sickness is something dark and destructive. Without this co-text, the meaning of the “sick rose” might be ambiguous or misunderstood.

• Analogy: The rose can be seen as an analogy for purity or innocence, while the worm is an analogy for corruption or unseen forces that undermine beauty and vitality. Blake uses this contrast between the rose (a traditional symbol of love or beauty) and the worm (a symbol of decay or evil) to deepen the poem’s themes of destruction and loss.

- Pepsi’s tagline: "We wish you a scary Halloween!"

  - The irony here lies in Pepsi using a Coca-Cola can as a "costume," suggesting that being Coca-Cola is scary or undesirable. The "scary Halloween" is a humorous play on Coca-Cola being Pepsi’s rival.

  - Context: The context of Halloween helps convey the irony, as wearing costumes is a normal practice, but in this case, Pepsi's "costume" is Coca-Cola.

  - Local interpretation: In a marketing competition, this ad pokes fun at Coca-Cola, insinuating that Pepsi is superior.

  - Analogy: The analogy between dressing up for Halloween and Pepsi "dressing up" as Coke suggests that Pepsi is playful but ultimately sees itself as better than its rival.

- Coca-Cola’s tagline: "Everybody wants to be a hero!"

  - This tagline plays on the concept that drinking Coca-Cola makes you a "hero," implying that even Pepsi "wants" to be Coca-Cola, as shown by Pepsi "wearing" a Coke can.

  - Context: The superhero theme is used to suggest Coca-Cola is the superior brand, and Pepsi’s attempt to be like Coke is seen as an acknowledgment of that.

  - Local interpretation: It suggests Coca-Cola’s dominance in the market and implies that even their biggest competitor, Pepsi, would aspire to be like them.

  - Analogy: By associating Coca-Cola with heroism and superiority, it further emphasizes their market position and mocks Pepsi's "inferiority."

Task 2.1: Explain the intended referent of the referring expression "The sick rose."

- The "sick rose" in William Blake’s poem refers metaphorically to something pure and beautiful (the rose) that has been corrupted or destroyed by a hidden or unseen force (the worm). The rose could symbolize innocence, love, or life, and the sickness could represent decay, corruption, or hidden evil.

 Task 2.2: Comment on the role of co-text and analogy in understanding the expression.

- Co-text: The words surrounding "The sick rose" (such as "invisible worm," "howling storm," and "dark secret love") create an atmosphere of something sinister and destructive. The co-text helps understand that the rose is not just physically ill but is a symbol of something deeper, like emotional or moral decay.

- Analogy: The rose is a common symbol of beauty and purity, while the worm is often associated with decay. The analogy between these elements helps the reader interpret the rose as a symbol of something precious being destroyed by hidden or uncontrollable forces, leading to its demise.

1. Cohesive Devices:

“but” (contrast) – Connects two opposing ideas: wealth depends on natural resources but health also plays an important role.

“For example” (illustration) – Introduces an example to explain the importance of a healthy workforce.

“as do” (comparison) – Shows that multiple sectors (manufacturing, financial, service) require healthy workers similarly.

“Otherwise” (result) – Introduces the negative consequence of not having a healthy workforce.

“not only… but also” (addition) – Emphasizes that both economic and social development are impacted.

“Unfortunately” (contrast/negativity) – Introduces a negative reality, contrasting with the ideal situation.

“however” (contrast) – Shows a contrast between the lack of healthcare investment and its negative effects.

These devices ensure clarity and help the reader follow the logic of your argument.

2. Comment on Coherence:

Coherence refers to how logically and clearly the ideas are organized and presented within the text. The overall coherence of this passage is good because the main idea — the importance of a healthy workforce for a country’s wealth and development

Cohesive devices are terms or phrases used to connect ideas and sentences, enhancing the overall unity of the text.

- Additive devices: such as "also" and "for example"

- Contrastive devices: like "but," "however," "otherwise"

- Causal devices: "means that"

- Referential devices: "these countries," "their health system"

Categories:

- Additive: Used to include more information or examples.

For instance, "for example" provides specific cases to support the idea of a skilled and healthy workforce, while "also" adds the dimension of social development to the economic discussion.

- Contrastive: Employed to highlight differences or exceptions.

"But" contrasts the wealth from natural resources with the importance of health, and "however" indicates the outcome of inadequate healthcare investment. "Otherwise" warns of the potential negative outcome if certain conditions are not met.

- Causal: Indicates cause and effect relationships.

"Means that" links the lack of investment in healthcare to the inefficiency of the workforce.

- Referential: Refers back to previously mentioned topics, avoiding repetition.

"These countries" refers to nations that fail to invest in healthcare, while "their health system" references "many nations."

2. Coherence of the text:

The text is well-structured as it systematically builds on the argument regarding the importance of health in national development. It contrasts natural resources with health, emphasizing the need for a healthy workforce across different sectors. Examples from the manufacturing industry and financial services help clarify the argument. The causal relationships are clearly presented, and the cohesive devices help the reader navigate through the consequences of insufficient healthcare investment, making the argument easy to follow.

Pronouns: "it" referring to the initial statement, "these countries" referring back to "many nations"

Conjunctions: "but" (used twice), "and", "as do", "Otherwise", "however"

Determiners: "the" (used repeatedly to refer back to previously mentioned concepts)

Lexical cohesion:

Repetition: "health", "country/nations", "workers/workforce"

Synonyms and near-synonyms: "wealth" and "economic [development]", "natural resources" and "funds"

Collocations: "natural resources", "health care", "service sectors"

Logical cohesion:

Cause and effect: "A lack of investment in health care, however, means that..."

Addition: "not only the economic but also the social development"

Exemplification: "For example, the manufacturing industry..."

Contrast: "Otherwise, not only the economic but also the social development... suffers"

The combination of grammatical, lexical, and logical cohesion helps to connect ideas, maintain focus, and guide the reader through the text's main points about the importance of health to a nation's prosperity

1. Identify and Classify Cohesive Devices

Cohesive Devices are words or phrases that help to connect ideas and ensure the text flows logically. Here are the cohesive devices identified in the text and their classifications:

"It is often said that": Used to introduce a common belief or opinion.

"but": Contrasting conjunction. It introduces a contrast between the importance of natural resources and health.

"plays an equally important role": Clarification. It provides additional information about the role of health.

"Every country requires": Generalization. It introduces a general statement about what every country needs.

"For example": Illustrative phrase. It introduces specific examples to support the previous generalization.

"as do": Comparative conjunction. It links the need for healthy workers in different sectors.

"Otherwise": Consequence conjunction. It introduces the result or consequence of not having a skilled workforce.

"not only... but also": Correlative conjunction. It emphasizes that both economic and social development are affected.

"Unfortunately": Discourse marker. It sets the tone for the negative aspect that follows.

"for one reason or another": Vague reference. It indicates an unspecified range of reasons.

"however": Contrastive conjunction. It introduces a contrasting idea about the lack of investment.

"means that": Explanation. It explains the consequence of the lack of investment.

"now": Temporal adverb. It indicates the current situation.

"that": Relative pronoun. It refers back to the workforce suffering from inefficiency.

2. Comment on the Coherence of the Text

Coherence refers to the logical flow and clarity of a text. Here’s a comment on the coherence of the provided text:

Logical Flow: The text generally maintains a logical flow. It starts by discussing the importance of health in addition to natural resources for national wealth. It then provides specific examples of how different sectors need healthy workers. The text transitions into discussing the consequences of insufficient investment in health care, linking it to workforce efficiency.

Coherence:

Introduction of Ideas: The introduction is effective, establishing that both natural resources and health are crucial for a nation's wealth.

Examples and Illustrations: The use of "For example" effectively introduces specific sectors that need healthy workers, which strengthens the argument.

Contrast and Consequences: The text uses "but," "otherwise," and "however" to contrast and highlight consequences. This helps to maintain coherence by showing the relationship between insufficient health investment and negative outcomes.

Flow Between Sentences: The flow between sentences is generally smooth, but the initial sentence might be clearer if it were split into two sentences or rephrased to better connect the ideas of natural resources and health.

Overall, the text is coherent with a clear progression of ideas, though minor adjustments could enhance clarity and flow.

1. Grammatical Cohesion

Substitution:

"that" in “A lack of investment in health care, however, means that these countries now suffer…” substitutes for the concept of "a lack of investment in health care" from the previous sentence.

"these countries" substitutes for "many nations."

Ellipsis:

There are no significant examples of ellipsis (omission of words where they are understood from the context) in this text. Each idea is fully expressed, and no critical parts are left out that would rely on the reader's understanding of the context.

Structural Parallelism:

"not only... but also": This correlative conjunction introduces parallel structures, emphasizing the dual impact on economic and social development.

"For example" introduces a parallel structure by providing examples that support the general claim made previously.

2. Lexical Cohesion

Repetition:

"health": The term is repeated to emphasize its importance throughout the text. It connects sentences and ideas about investment and workforce efficiency.

"workforce": This term is repeated to underline the impact of health care on labor efficiency across different sectors.

Synonyms and Related Terms:

"economic" and "social development": These terms are related as they both pertain to the broader concept of national progress.

"investment" and "funds": These terms are used interchangeably to discuss the financial aspect of health care.

Collocation:

"skilled and healthy workforce": The collocation emphasizes the importance of both skills and health in a productive workforce.

"manufacturing industry," "financial and service sectors": These collocations group together sectors that require a healthy workforce, providing a cohesive reference to various fields impacted by health.

Comment on the Coherence of the Text

Overall Coherence:

Introduction and Main Ideas: The text starts with a broad statement about the wealth of a nation depending on natural resources and health. It then narrows down to specifics about the need for a skilled and healthy workforce and the consequences of inadequate health investment.

Logical Flow: The text logically progresses from general statements to specific examples and consequences. It uses transitions effectively to connect ideas, such as "For example," which introduces concrete instances supporting the earlier claim, and "Otherwise," which explains the negative outcomes of failing to invest in health.

Consistency: The text maintains consistency in discussing the importance of health for economic and social development. The use of cohesive devices helps to ensure that the ideas flow smoothly from one to the next.

Clarity: The coherence is mostly clear, though the opening sentence might benefit from slight rephrasing to better integrate the ideas of natural resources and health. The concluding sentences effectively tie back to the impact of health investment on workforce efficiency.

In Summary: The text exhibits good grammatical and lexical cohesion, with effective use of repetition, substitution, and parallel structures to enhance readability and coherence. The logical progression from general to specific information, coupled with clear transitional phrases, supports overall coherence. Minor adjustments to the initial statement could further enhance clarity and integration of ideas.

Comment on the cohesion and coherence:

• Cohesion and Coherence in this text is quite good following the band 7.

• Cohesion:

  • Use a variety of cohesive devices: For instance, Thus, In addtition.

• Coherence:

  • Order of information: Clear progress throughtout. (The first sentence is the main ideas with the topic: Influences on students' physical and mental health. The following sentences are the supportive sentences about the detailed examples)

  • Unity (topic): Present a clear central topic within a paragraph.

Nhận xét

Cohesive devices

Grammatical: 

School bullying =>  this incident , this issue

Boy => he him

Lexical : 

incident=>  case, circumstance

Logical :

Unfortunately: inform the negaive events 

For example: give a real life link for the given theory before

That ( a boy was hit ) : modify the case

In William Blake's poem "The Sick Rose," the phrase "the sick rose" can be interpreted as a metaphor for a variety of themes, primarily relating to the loss of innocence, the destructive nature of love, or even the corrupting influence of society. The rose, often a symbol of beauty, love, and purity, becomes "sick," suggesting that something once vibrant and alive is now tainted or dying. This sickness can refer to emotional or spiritual decay caused by external forces—represented by the "invisible worm." The worm's presence indicates an unseen threat that corrupts beauty and joy, pointing to the fragility of life and love when faced with destructive elements.

1.2. Role of Co-text and Analogy

Co-text refers to the surrounding text that provides context for understanding specific expressions, while analogy involves drawing comparisons between different concepts to illuminate meaning. In "The Sick Rose," the co-text—particularly the descriptions of the worm, the night, and the storm—shapes the interpretation of the "sick rose." The "invisible worm" introduces an idea of an insidious threat that operates in darkness, symbolizing hidden dangers in relationships or society that can undermine purity and joy.

Additionally, the analogy between the rose and human experience helps illuminate the deeper meanings. Just as the rose is vulnerable to the worm, individuals are susceptible to emotional or societal corruption. The storm symbolizes chaos or turmoil, further emphasizing the tumultuous nature of love and life. Together, the co-text and analogy enhance our understanding of "the sick rose" as a complex symbol of beauty marred by hidden destruction, inviting readers to reflect on the broader implications of vulnerability and loss.