January 14

A. The imperative form

FORM:  
We use the base form of the verb without 'To'. Example: Go,Open, Close etc. Also, It's very important to notice that the command is given to you (Either singular or plural). 

USE: 

The imperative can be used to give:

• Direct orders: Stop disturbing me please.
• Warnings: Be careful please. It is hot.
• Instructions: Open it carefully. It is very fragile.
• Advice/Suggestion: Take care of your health.
• Requests: Stop by the office to pay the invoice please.
• Invitations: Come to our house for a weekend barbeque.

Use of the emphatic do with the imperative to emphasize what you want to say:

Example:

• Do write down your name at the beginning of this class. 

• Do think of our offer before looking at others.

 A. Manifesto (the new mission & vision statement)


B. Manifestos

Definition:: a written statement that describes the policies, goals, and opinions of a person or group

▪ The group's manifesto focused on helping the poor and stopping violence. 

▪ A political party's manifesto like the communist manifesto

The manifesto is your foundation. It is a set of beliefs you hold so deeply that they can’t help but guide you. Your manifesto informs the decisions you make, the actions you take, and the trails you blaze. A manifesto is a way of life.

Have you ever heard,read or created one?

Look and read the following manifesto from an athletic apparel company and let's pluck out some of the interesting words and concepts and discuss them together:

http://static.lululemon.com/files/poster_EN_11x17_2012.pdf

Now some questions:

1. What did you think of it? Is there a central theme in this manifesto?
2. Do you agree, disagree with some of the concepts written in this manifesto?
3. Do you think that people may be encouraged or discouraged to buy from this company after reading the manifesto? Why or why not?

Let's look closely at another manifesto and discuss your observations. 

The Holstee Manifesto Lifecycle Video from Holstee on Vimeo.

What do you think of the manifesto?

What do you identify with personally?

What do you like about the manifesto?

Is there anything you don’t like?

Is it a good guide for life?

Is it too simplistic?

What would you change in this manifesto to have it to your liking?

Now it is your turn.  Pick a company from the list below and based on the reading given, create a short manifesto based on the values shared through their actions. Write the manifesto using the imperative form (Base Form of Verb + Objects)

   

Imagine that you are the head of a communication company hired to create this manifesto.  Take 15 minutes to do this and then share it with the class.

1. Patagonia (outdoor gear and apparel retailer)
2. Clif Bar (energy food manufacturer)
3. CamelBak (hydration products & accessories manufacturer)