Explaining the process of translation more specifically, Gladwell insists that "what Mavens and Connectors and Salesman do to an idea in order to make it contagious is to alter it in such a way that extraneous details are dropped and others are exaggerated so that the message itself comes to acquire a deeper meaning" (Gladwell 203). Reading between the lines here, what Gladwell is saying is that information is distorted -- not necessarily rendered unreliable, but certainly changed from its original untouched form -- into an exaggerated reflection of itself. This is scary not simply because it means that messages -- in advertising and elsewhere -- are consciously distorted to elicit specific reactions, but in addition because of what it suggests about the receivers of these messages.
Though necessary at times -- from auto mechanics, for instance -- the conscious use of this type of translation in advertising and other communications that are meant to persuade people to certain actions and behaviors amounts to a distortion not merely of information, but of truth. The number of "get rich from home" pop-up and email ads proliferating on the Internet are one very clear example of this. Little of what is said on these advertisements is an outright lie (though there certainly are some that lie more than others), but there is a deliberate distortion or translation that ignores certain details and exaggerates others. While it might be true that Margaret from Tacoma made $5,000 last month working just ten hours a week, the amount of hype (read: exaggeration) that this detail receives is huge. The fact that Marvin, also of Tacoma, paid $50 for a start-up kit and hasn't made a penny isn't revealed.
This is, of course, an extreme example,...
Tipping Point Gladwell's The tipping point is, as stated in the subtitle, a book about "how little things can make a big difference." The "tipping point" of Gladwell's title is the moment when a situation tips over -- as he says, "the moment of critical mass, the threshold" (12). But Gladwell's way of examining this phenomenon is primarily sociological. The book is, in fact, an investigation as to how ideas
The pots will be packed in resistant cartoon boxes that will have printed the name and contact data of the producer and sellers. For purchases over 20 flower pots, the delivery to the customers' house will be free of charge. The Multifunctional Flower Pot will have ranging prices, starting from $50 a piece and reaching $2,200. The products have a 24 months warranty, after which the producer encourages buyer to
Overall, the need for perspective and a long-term orientation is also critical to allow for marketing strategies to achieve their intended objectives. Summary After reading this book I'd like to be more attuned to perceptions of potential prospects of companies I have considered starting. Too easily, one can get enamored with products or service ideas, yet the most critical need is to focus on the perceptions of those prospects that are
Hipster Consumer Behavior Following the publication of Norman Mailer's essay, "The White Negro" in 1957, the term "hipster" has become part of the American lexicon. The image of hipsters has changed in fundamental ways since that time, though, and marketers interested in this segment are therefore faced with some significant challenges in fine-tuning their marketing mixes to appeal to young adults who define themselves as hipsters or who are attracted
Al.). Talking Points: 1. Consumers are taking control of brands more than ever before a. The power of social media to make the voice of the customer heard throughout entire industries is revolutionizing marketing as a result 2. Social media is now the foundation for customer referral systems and reputation management systems a. Trust is the central chord or reference point -- people trust others like them more than they trust what a company says
NBC will need to create this panel comprised of viewers from the most valuable demographic segments that represent the most critical viewer audience for each show. Measuring through the use of online panels and advisory councils will make the Voice of the Customer (VoC) resonate through these initiatives, giving them a higher probability of success. NBC's strategic move away from iTunes was necessary to ensure that programming content is not commoditized. The initiatives of NBC Direct
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