How to Write Better Essays

that you can then put them together to form the concept. This is one of

those things we all know how to do, but most of us would be hard

pressed to explain just how we do it. In effect it’s simple pattern recog-

nition. By recognising the common pattern of characteristics that each

example possesses, we visualise what the concept might look like that

underlies all the examples.

It’s always surprising how many people are willing to argue that they

don’t know how to do this, and they’ve never done it in their lives, even

though it’s something they do every day, almost without thinking. When

it comes to the advertising question there are always a sizeable number

of students who claim they know nothing about advertising – certainly

not enough to analyse the concept into its essential characteristics.

But we all know much more than we let on. Even with the briefest

of acquaintances with a concept, after confronting just four or five

examples of it for the first time, most people are quite clear about its

core characteristics. Indeed, they can be surprisingly dogmatic in a dis-

cussion with others as to what is and what is not an example of it just

minutes after declaring they knew nothing about it and had no idea

how to analyse it.

For example, in the following case the concept is represented by

a number of unfamiliar abstract patterns. As a result we’re freed from

all those preconceptions that might otherwise have forced our think-

ing down pre-programmed routes. Nothing has been said about the

concept to lead us to believe that those who are authorities in these

sorts of matters think the concept has certain definite characteristics.

The concept is ours to form without assistance from anyone else.

28 Interpretation of the Question

Practice exercise 3

Analysing the concept

Examine in turn each of the figures on pp. 29–30. As you do this you will

see a concept emerge. For want of a better name, let’s call it an ‘Olic’.

Not all of the figures are olics, so you will have to form your idea of the

concept and then use it to distinguish between the olics and the non-olics.

Once you’ve looked at all the figures, answer the following:

1. Which of the figures are olics?


2. Analyse the concept of an olic and list three of the essential char-
   acteristics common to all.

HTW4 7/26/01 8:48 PM Page 28