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How social media is influencing marketing communication
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In Jonah Berger’s book: Contagious, he introduces the six concept, which contributes to the acronym STEPPS. Berger explains that why certain products or ideas become contagious throughout the book. He argues that if people want to spread certain products or ideas around quickly just like the spread of wildfire; they must follow the six STEPPS in order to build into one’s mind. The six STEPPS stands for “social currency, triggers, emotion, public practical, value stories”. Social currency refers to how people look or talk about a product or an idea. People are being influenced by their peers, environments, and communities. Next, triggers refer to the stimulation that reminds people to think about the related things. Additionally, our feeling could drive the way how we perceive things. Publicity helps making the products or ideas more popular because it makes things more observable to imitate. Practical value indicates the usefulness of certain things. Therefore, when things become more practical value, we are likely to share with others because we believe it will benefit others just like how it benefits to ourselves. Lastly, the stories are impacted tools to use in marketing. When a product has a memorable story, it …show more content…
When I shop at the Shiseido Cosmetics store, I am more likely to consume more because they will give me a VIP card if I spent over certain amount of money. I rather buy more even though I don’t need it because I want to become their VIP customer. After I receive my card, I can tell my friends to come here because I am a VIP customer, and we get more free samples in here. When people talk the product to their friends and family, they are helping the company to advertise for free. The company does not offer additional discount, but the customer wants to be look good for their consumer status, so they spread the word around. Hence, social incentive is effective in the long
In the article Skin Deep written by Nina Jablonski and George Chaplin, they discuss and look deeper into the diverse differences in skin color. Our skin color has developed over the years to be dark enough to prevent the damaging sunlight that has been harming our skin and the nutrient folate that it carries. At the same time out skin is light enough to receive vitamin D.
“ I Am the Messenger,” by Markus Zusak is a story of a young man named Ed Kennedy, a hapless 19 years old cab driver. He thinks that he has no purpose in life whatsoever; his life is so boring and miserable. He is the lazy type of guy who procrastinates a lot and never does anything to change where he is at in life. His mother, even, told him that he was lazy and all he did was driving his cab around the city and playing cards everyday with his friends at the nightclub. “He said we’d just pack up and go, and look where we are,Ed. We’re still here. I’m her. You’re here, and just like your old man, you’re all promise, Ed, and no result”(Zusak, p.244)
The Tipping Point by Malcolm Gladwell looks at a number of social epidemics and analyzes their build up to the point where they tip. “Tipping” is that point where an epidemic booms, or grows, to its maximum potential. Gladwell begins defining “tipping” with a literal example of the famous shoes, Hush Puppies. Once considered old-fashioned, Hush Puppies experienced a social boom in the mid-90s when hipsters in New York made them trendy again. Gladwell continues explaining “tipping” with a medical epidemic of syphilis in Baltimore. Gladwell introduces us to three essential rules of epidemics: the Law of the Few, the Stickiness Factor and the Power of Context. The Law of the Few says a key factor in epidemics is the role of the messenger: it spreads through word-of-mouth transmission. Gladwell explains this theory with an example of how Paul Revere managed to spread the news of British invasion overnight. Gladwell continues to explain that there are several types of people that create these types of epidemics. They are called Connectors, Mavens and Salesmen. Connectors are those people that are very social and can literally connect with people with as little as two degrees of separation. Mavens are those that know a lot about a lot of different things. They may recommend a certain restaurant and you must go because you know what they told you about it is true. And Salesmen are exactly that: people that are easily social and persuading.
In the poem pride, Dahlia Ravikovitch uses many poetic devices. She uses an analogy for the poem as a whole, and a few metaphors inside it, such as, “the rock has an open wound.” Ravikovitch also uses personification multiple times, for example: “Years pass over them as they wait.” and, “the seaweed whips around, the sea bursts forth and rolls back--” Ravikovitch also uses inclusive language such as when she says: “I’m telling you,” and “I told you.” She uses these phrases to make the reader feel apart of the poem, and to draw the reader in. She also uses repetition, for example, repetition of the word years.
In the essay “Everything Now” Signs of Life in the USA: Readings on Popular Culture for Writers, author Steve McKevitt blames our unhappiness on having everything we need and want, given to us now. While his writing is compelling, he changes his main point as his conclusion doesn’t match his introduction. He uses “want versus need” (145) as a main point, but doesn’t agree what needs or wants are, and uses a psychological theory that is criticized for being simplistic and incomplete. McKevitt’s use of humor later in the essay doesn’t fit with the subject of the article and comes across almost satirical. Ultimately, this essay is ineffective because the author’s main point is inconsistent and poorly conveyed.
In I Am The Messenger by Markus Zusak, the main character Ed is a nineteen-year-old cab driver in Australia who has never amounted to anything. One day, while with his three best friends, an event occurs that forever changes his life. While in a bank, they are held up at gunpoint. Ed ends up stopping the criminal and saving the day. Days later, as the bank robber’s trial is ending, he tells Ed that he is “a dead man… [And to] [r]emember it every day when [he] look[s] in the mirror” (Zusak 38). This overlooked statement by the reader comes back in the end of the novel to reveal an important message that “everyone can live beyond what they’re capable of” (535). Before attending the trial though, Ed begins to receive playing cards with addresses, names, times, and movie titles on them that require him to complete tasks, which challenge him in more ways than he could ever imagine. In the short story “Good People” by David Foster Wallace, the two characters, Lane and Sheri, are faced with a situation that changes their lives as well; Sheri is pregnant with Lane’s baby. Even though Lane’s and Sheri’s situation is a little different than that of Ed’s, they relate greatly as all the characters are forced to make decisions that can alter the rest of their lives. In the novel, morality is used to accomplish self-discovery and growth of Ed’s personality by pushing his boundaries, and in the short story “Good People” by David Foster Wallace, morality is used to accomplish growth and the realization of consequences of one’s actions by placing the young couple in a faith questioning situation no adolescent wants to face.
who were there but learn them in such a way that we are allowed to
In the short story “Being There”, by Jerzy Kosinski, there are multiple examples of satire that are displayed throughout both the book and the movie. A few of them are: media, death, politics, and racism. The satire of the media was very similar in the book and the movie. Media played a big role in society and still does to this day.
In the short story, "Two Kinds" by Amy Tan, a Chinese mother and daughter are at odds with each other. The mother pushes her daughter to become a prodigy, while the daughter (like most children with immigrant parents) seeks to find herself in a world that demands her Americanization. This is the theme of the story, conflicting values. In a society that values individuality, the daughter sought to be an individual, while her mother demanded she do what was suggested. This is a conflict within itself. The daughter must deal with an internal and external conflict. Internally, she struggles to find herself. Externally, she struggles with the burden of failing to meet her mother’s expectations. Being a first-generation Asian American, I have faced the same issues that the daughter has been through in the story.
Breaking rules is what makes humans learn. This is what David Levithan interpreted in his 322-page fictional novel, Every Day. David Levithan uses characterization, vivid imagery, and irony to convey to readers that systems don’t follow rules.
Powder, a short story written by Tobias Wolff, is about a boy and his father on a Christmas Eve outing. As the story unfolds, it appears to run deeper than only a story about a boy and his father on a simple adventure in the snow. It is an account of a boy and his father’s relationship, or maybe the lack of one. Powder is narrated by a grown-up version of the boy. In this tale, the roles of the boy and his father emerge completely opposite than what they are supposed to be but may prove to be entirely different from the reader’s first observation.
In the American society, we constantly hear people make sure they say that a chief executive officer, a racecar driver, or an astronaut is female when they are so because that is not deemed as stereotypically standard. Sheryl Sandberg is the, dare I say it, female chief operating officer of Facebook while Mark Zuckerberg is the chief executive officer. Notice that the word “female” sounds much more natural in front of an executive position, but you would typically not add male in front of an executive position because it is just implied. The fact that most of America and the world makes this distinction shows that there are too few women leaders. In Sheryl Sandberg’s book “Lean In,” she explains why that is and what can be done to change that by discussing women, work, and the will to lead.
The novel, Alone Together: Why We Expect More From Technology and Less From Each Other (2011) written by Sherry Turkle, presents many controversial views, and demonstrating numerous examples of how technology is replacing complex pieces and relationships in our life. The book is slightly divided into two parts with the first focused on social robots and their relationships with people. The second half is much different, focusing on the online world and it’s presence in society. Overall, Turkle makes many personally agreeable and disagreeable points in the book that bring it together as a whole.
In the book by Carl Rogers, A Way of Being, Rogers describes his life in the way he sees it as an older gentleman in his seventies. In the book Rogers discusses the changes he sees that he has made throughout the duration of his life. The book written by Rogers, as he describes it is not a set down written book in the likes of an autobiography, but is rather a series of papers which he has written and has linked together. Rogers breaks his book into four parts.
What should our goals be in life? Bill Strickland makes the point that no matter who you are you can do anything you put your mind too. In his book “Making the impossible possible” he explains his own struggle and how he made it through life to be able to help others. He explains his young childhood. He talks about how he had to live through riots and the racism. He talks about how he wanted to help people make their lives better. He explains his struggles with trying to maintain these buildings and how he made great connections. He tells about his love for pottery and his want to help others. His book was truly an inspiration and turned out to be more than I took his book for in the first few pages. His book made me think about my life and how I can relate to him.