Instructions

First, watch the video Battle of the Brains, at http://watchdocumentary.org/watch/battle-of-the-

brains-video_825c90e78.html. It demonstrates different kinds of intelligence in a very

entertaining manner.

Note

If you do not have access to the website, then instead of watching the video, please refer to the Hock

(2013) reading “Just how are you intelligent?” You will use either Battle of the Brains or the Hock (2013)

reading as the basis for comparing intelligence of different kinds in two different environments. You may

also want to search online for the video (for example, it is also available at

http://www.youtube.com/watch?v=8JmFS75Vx2k)

Your task in this assignment is to compare and contrast the kinds of intelligence that are needed

in two different environments. Environment A is one with which we are all familiar: any village,

town, or city. Environment B is one with which you may not be familiar: the !Kung San people

of the Kalahari desert. (The ! is pronounced as a tongue-click.)

The !Kung San lifestyle has changed very little over millennia until recent contact with the

outside world. Traditionally they are hunter-gatherers who follow the food supply for much of

the year. Without much interaction with other people, they have been dependent on themselves

for survival, and therefore cooperation, interdependence, mutual trust and helpfulness have been

vital to their existence. As nomads, they have had little need or opportunity to accumulate

possessions. The main sources of food are animals which can be hunted or trapped, and whatever

grows naturally; they traditionally have not practiced agriculture or animal husbandry. The group

size is up to about fifty individuals.

(If you are interested in optional further reading on the !Kung San, see http://social-

shadow.tripod.com/index.html.)

Instructions

First, watch the video Battle of the Brains, at http://watchdocumentary.org/watch/battle-of-the-brains-video_825c90e78.html. It demonstrates different kinds of intelligence in a very entertaining manner.

Note

If you do not have access to the website, then instead of watching the video, please refer to the Hock (2013) reading “Just how are you intelligent?” You will use either Battle of the Brains or the Hock (2013) reading as the basis for comparing intelligence of different kinds in two different environments. You may also want to search online for the video (for example, it is also available at http://www.youtube.com/watch?v=8JmFS75Vx2k)

Your task in this assignment is to compare and contrast the kinds of intelligence that are needed in two different environments. Environment A is one with which we are all familiar: any village, town, or city. Environment B is one with which you may not be familiar: the !Kung San people of the Kalahari desert. (The ! is pronounced as a tongue-click.)

The !Kung San lifestyle has changed very little over millennia until recent contact with the outside world. Traditionally they are hunter-gatherers who follow the food supply for much of the year. Without much interaction with other people, they have been dependent on themselves for survival, and therefore cooperation, interdependence, mutual trust and helpfulness have been vital to their existence. As nomads, they have had little need or opportunity to accumulate possessions. The main sources of food are animals which can be hunted or trapped, and whatever grows naturally; they traditionally have not practiced agriculture or animal husbandry. The group size is up to about fifty individuals.

(If you are interested in optional further reading on the !Kung San, see http://social-shadow.tripod.com/index.html.)

Using either Battle of the Brains or the Hock (2013) reading as the basis for understanding multiple types of intelligence, compare and contrast how each type of intelligence is important and why, as it applies to familiar and unfamiliar environments.

Part D: Motivation in Advertising

Introduction

You are going to use your understanding of human motivation to create a compelling advertisement that persuades us to “buy into” the following:

Using public transit instead of driving a car

Instructions

Create an advertisement that persuades us to use public transport instead of driving a car. The ad has to use tactics related to your understanding of motivation as covered in Chapter 12. For example, Chapter 12 describes some of the motives that humans strive to achieve (belonging, esteem, pleasure, etc.)—how could these motives be exploited to persuade us to ride the bus instead of driving a car?

Your advertisement should be designed to be shown on television. Because you may not have the resources to film an actual advertisement, you may want to create the “storyboard” for the ad. A storyboard is a sequence of images showing what the advertisement would contain. It also contains the script for anything that would be said during the advertisement.

Your advertisement storyboard can be created in a number of ways: as a video, PowerPoint slide show; Word document; hand-drawn set of pictures, or collage. Remember that you can consult your Open Learning Faculty Member for guidance if you are unsure. You can use your own photographs or drawings (or pictures from magazines) or look for images online.

Your storyboard should contain between six and ten images. To help you get started, click the following link to see an example of a storyboard layout.

• Storyboard Template

As well as the advertisement, submit a one-paragraph summary describing how you incorporated material from Chapter 12 into your ad.