1. Dividing and Classifying
Chapter Thirteen
Dividing and Classifying

2. Dividing and Classifying
We spend a good deal of time organizing our environment in order to make sense of it and deal with it more efficiently.

3. Dividing and Classifying
For example:
We can divide a bag of groceries into...
Food
Non-food

4. Dividing and Classifying
...or we can divide it into...
Items for the refrigerator
Items for the kitchen cabinets

5. Dividing and Classifying
“Edibility” and “Storage Location” would be the principles of classification and division in the preceding examples.

6. Dividing and Classifying
In writing, we classify and divide a subject in order to explain it to readers.

7. Dividing and Classifying
For example:
We explain advertising strategies by classifying television commercials for beer into their appeal to our desires for...
amusement
wealth
friendship

8. Dividing and Classifying
We could explain different strategies by classifying these same commercials into, say, their representation of women...
as objects of fun
as equals
as objects