Sample beginning analysis of a concept value

See below a brief example suggesting how you might go about presenting a concept value and how you might critically comment on it. The first part is based on exercise 12.1 (#5), using Burt’s Bees website as a first -hand example; it also integrates two brief references to the articles for that exercise with the first-hand observation.  Note how I indicate the corporation and where on its website the image (in this case, a brief video) is, indicate what the concept value is that the video presents, provide details of the concept value as portrayed in the video, and then integrate the secondary sources (documenting with in-text citation--author, date of article). I then suggest how you might go about criticizing the value.

On Burt's Bees website, if we click the link "ingredients from nature" we see a brief video.  The main concept value of the video is a harmonious, pristine, unspoiled nature, caring for itself following its "own rules," as the text says, without human intervention. The video presents several scenes of a natural process, involving plants, water and bees. For example we see a flowing stream water dripping of flowers suggesting the importance water plays is sustaining life; we see a bee taking nectar from a plant and in the process of course spreading pollen so that the natural life cycle could continue. These are all examples of "psychological appeals" (Razzouk, 2005) or idealistic "illusions" (Chiat, 2000) of unspoiled natural Harmony.

 

Other than the wording of the link and the video tag line, look for more text that supports the illusion.

Now, take a look at the actual ingredients of Burt's Bees hand cream for example, which does contain several extracts from natural substances, but also contains the chemical phenoxyathanol. Research the entry for the chemical on Healthline (https://www.healthline.com/health/phenoxyethanol)  to see what it is and its health risks. How does this complicate the psychological appeal of the image? Also, do a bit of research on problems bees are facing now, called "colony collapse": what is this and what causes it? Note how that also disturbs the imagery of the video. So, the actual state of things in nature, as well as the nature (pun intended) of the products themselves, is  more complex and "messy" (Chiat) than the imagery and text on the site would have us believe.

Here's a link to the page: https://www.burtsbees.com/values/?utm_source=bbhp&utm_medium=module&utm_campaign=values-ingredient&utm_term=ingredient&utm_content=kind-ingredient#scrollTo1

or go to the site and click on the "ingredients from nature" link.  Explore some of the other links--lots of similar images and supporting text.