My task for this MSc Marketing assessment is to read and analyze article “The rhetoric of managed contagion: Metaphor and agency in the discourse of viral marketing”. According to article the author talks of viral marketing and the tension that exists in its presentation and how it can be domesticated. The tension arises since people do not believe that marketing through the Internet can be possible. The objective of this article is to present and examine engagements of viral marketing from academic and professional angles (Cruz, D. and Fill, C. 2008). Further, it bases its arguments on the rhetoric strategy specifically the existence of contagion metaphor in the marketing discourse. In addition, the article objective goes further and highlights …show more content…
A study done by Rayport’s (1996/97) assumes that viral marketing originated from biological and computer viruses. It assumes that the activities that takes place in viral marketing have a correlation on with what happens in the market in that they possess a virus that enable them to do what they want to do in the market. Rayport’s point of view focuses on the viral comparison of what happens in the real market and what is done through the internet (Boase, J. and Wellman, B. 2001). Another assumption of origin of viral marketing is the one by Godin’s in his book of unleashing the idea virus. In his book he assumes that for an idea to it needs to multiply and transforms itself so as it can spread to a wide target group just like a virus. This is brought clearly in that for a marketing concept to develop the marketers need to develop it then build on it and transform it so that it can reach a wide variety of consumers. He goes further and assumes that ideas are like live creatures which are born, grow and later die if they are not taken care off (Godin, S. 2000). Similarly, marketer’s ideas need to be born, developed so that they can grow and develop the whole market. Another assumption is by Gladwell who stipulates that social trends in the market are like epidemics in which ideas, messages and products spread and infect like the …show more content…
The rhetoric analysis is carried on several stages, which helps in revealing what viral marketing entails. The Hotmail stage is where there was a campaign, which led to the viral marketing being placed on the map. This campaign established what online contagion strategies were. This approach was focused on the short tag of a text that enables one to log in the Hotmail. The approach enabled the consumers to know how they can engage in the viral marketing, by allowing an entrusted person to send a marketing message on their behalf. The reason why it was done was to establish how the word of the mouth spread across members of a community. The other stage of analysis was the establishment of two step flow model of communication. This was aimed at establishing how communication flows between the sender and the receiver concerning the viral marketing. The reason why this was conducted was to establish the diffusion of information, which was essential in establishing the word of mouth in communication (Engel, J., Kegerreis, R. and Blackwell, R. 1969). This is also important in establishing how the word of the mouth is used between the consumers on the issues regarding product and marketing
In the book Into the Wild, Jon Krakauer wrote about Christopher McCandless, a nature lover in search for independence, in a mysterious and hopeful experience. Even though Krakauer tells us McCandless was going to die from the beginning, he still gave him a chance for survival. As a reader I wanted McCandless to survive. In Into the Wild, Krakauer gave McCandless a unique perspective. He was a smart and unique person that wanted to be completely free from society. Krakauer included comments from people that said McCandless was crazy, and his death was his own mistake. However, Krakauer is able to make him seem like a brave person. The connections between other hikers and himself helped in the explanation of McCandless’s rational actions. Krakauer is able to make McCandless look like a normal person, but unique from this generation. In order for Krakauer to make Christopher McCandless not look like a crazy person, but a special person, I will analyze the persuading style that Krakauer used in Into the Wild that made us believe McCandless was a regular young adult.
To the members of the support group Naïve People who are Addicted to Mass media and Believe Anything They Hear or Read Anonymous my purpose of being here today is to help you better understand how to analyze the mass media you come across. Mass media is the news, newspapers, magazines, the radio, and the television. The way I’m going to analyze it, is by rhetorical analysis. Rhetoric is how effective the writer is in persuading the reader by using speech and compositional techniques. In order for you to be able to become more apprehensive when reading information, I will be analyzing the ad for Vitaminwater featuring Kobe Bryant. Vitaminwater was introduced in 1996. It is a mineral water that is given out by Energy Brands. Like many sports drinks they use famous athletes to speak for them and promote them. Vitaminwater’s ad with Kobe Bryant is successful because it persuades people to buy their product because it’s, “The Most Valuable Power.”
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
Today’s economy and the environment are hurting due to the lack of nurture we have been providing. Conventional farming rules the world of agriculture, but not without a fight from organic farming. Organic farming is seen as the way of farming that might potentially nurture our nature back to health along with the added benefit of improving our own health. With her piece “Organic farming healthier, more efficient than Status Quo,” published in the Kansas State Collegian on September 3, 2013, writer Anurag Muthyam brings forth the importance behind organic farming methods. Muthyam is a senior at Kansas State University working towards a degree in Management. This piece paints the picture of how organic farming methods
This is a compare and contrast rhetorical analysis paper focusing on a print billboard advertisement and television commercial. The billboard advertisement is centered on a smoking death count, sponsored by several heart research associations. In addition, the television Super Bowl commercial illustrates how irresistible Doritos are, set in an ultrasound room with a couple and their unborn child. The following paragraphs will go in depth to interpret the pathos, logos, and ethos of both the billboard and the television advertisements.
The movie trailer “Rio 2”, shows a great deal of pathos, ethos, and logos. These rhetorical appeals are hidden throughout the movie trailer; however, they can be recognized if paying attention to the details and montage of the video. I am attracted to this type of movies due to the positive life messages and the innocent, but funny personifications from the characters; therefore, the following rhetorical analysis will give a brief explanation of the scenes, point out the characteristics of persuasive appeals and how people can be easily persuaded by using this technique, and my own interpretation of the message presented in the trailer.
Companies have rhetoric in their advertisements. The goal is to persuade a watcher or listener into believing that their brand of a certain product is the best. This in turn will make people want to buy the product. When it comes to advertising for a product, the majority of people see it as a concept that is both simple and harmless. As Chidester points out, through the eyes of popular culture as religion, the product associated with the advertisement is considered to be a fetishized object.
Jonathan Kozol revealed the early period’s situation of education in American schools in his article Savage Inequalities. It seems like during that period, the inequality existed everywhere and no one had the ability to change it; however, Kozol tried his best to turn around this situation and keep track of all he saw. In the article, he used rhetorical strategies effectively to describe what he saw in that situation, such as pathos, logos and ethos.
In the book The Tipping Point by Malcolm Gladwell, it discusses the major changes in society and why they happen suddenly and in an unexpected manner. Gladwell allows us to see the patterns that ideas take and makes us see how they can spread like infectious diseases. He analyzes fashion trends, direct mail, children’s television, smoking, and the American Revolution in order to round up hints about how ideas become infectious, he calls these “social epidemics”. I chose this book because one of my favorite things to do is watch how new trends and ideas begin and furthermore develop. It’s fun to see how something so small as an idea can turn into something so great. Now more than ever before, technology is advancing more and more each day, causing a commotion in our society and an urge to have the latest and greatest ideas out there. This book has helped me add a few new things to my general business knowledge. One being that you have to be very exact and creative in order to convey your message in a way that will make your idea attract the correct public. Another thing is that you should never take for granted marketing via word of mouth, because that is one of the most powerful ways social epidemics occur.
· Use of social media for promotion- word of mouth and social media help to get the message across and promote the product efficiently
4) Viral-Quotient per Content (Any Media) - Most popular YouTube video was viewed 200,000 times. On an average, a video was viewed 1600 times. This builds upon the idea of Customer engagement, and Content distribution in the social space, that relates heavily to the very purpose of such a campaign. Also, this entire communication was user-generated, so the message didn’t look, at least to say, to be coming out in the form of ‘Company Promotion’.
This persuasive speech was given in Rio de Janeiro, and was a plea to the individuals in attendance at the United Nations Earth Summit to recognize how they are contaminating the environment with hopes that these audience members will revise their future proposals.
Lam, D., Lee, A. and Mizerski, R. (2009) 'WORD-OF-MOUTH COMMUNICATION AS HELPING BEHAVIOR', Journal Of International Marketing, 17(3), pp. 55-70 [Online]. Available at: www.researchgate.net (Accessed: 12 May 2014).
The text states that marketing is both an art and a science where constant tension exists between the formulated and creative sides. At its essence, marketing is about "identifying and meeting human and social needs". It encompasses both a set of actions which seek to identify customers' needs as well as a social process of establishing a relationship with the customer to buy their products; this relationship is vital to the long term success for a company and a critical part of the marketing equation (Kotler & Keller, 2006).
Consumers pay millions of dollar for an advertisement campaigns, but word of mouth advertisement is absolutely free and reliable. This type of marketing spread quickly and effectively among consumers. (Jacques Bughin, 2010)