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the Tipping Point Chapter 3

English 005 presentation 2013 Spring
by

Chuchu Liang

on 19 March 2013

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Transcript of the Tipping Point Chapter 3

Summary of the Chapter What information in Chapter three challenges common belief? Chapter three: the Stickiness Factor The Tipping Point Questions analysis 1. WHAT IS THE STICKINESS FACTOR? Chenxi Liu, Xiaoxiao Zhang, Yuxi Zhai, Chuxin Liang, Weida Liu “Seasame street” creators were very impressed with the power of television commercials; all about one thing, one idea; so they broke down the show into very small units An experiment on two-year-old girl Emily – demonstrates the Importance of narrative to children 5.What is the key to stickiness for preschool children? It should tell a story (narrative). Moreover, it should avoid objects with two names, or objects that change names. Befuddle – confuse [bifdl]

Salience – relevance to [selins]

Drollness – dry humor ['drulnis] 4.Explain the Sesame Street Distracter study Two groups of five-year-olds (different situations) were shown an episode of Sesame Street.
Different percentages of the time in watching, but same in remembering and understanding.
Kids would look at what for them were the most informative parts of the program. Calibrated-calibrate \ka-l-brāt\
Verb. to standardize (as a measuring instrument) by determining the deviation from a standard so as to ascertain the proper correction factors

Rote \rōt\
Noun. mechanical or unthinking routine or repetition

Trouncing-trounce \traun(t)s\
Verb. to thrash or punish severely; especially : to defeat decisively Vocabulary competition between Lester and McCann on television commercial, Lester won with his “secret of Gold Box” galvanized verb, gal·va·nized, gal·va·niz·ing.
1. to stimulate by or as if by a galvanic current.
2.to startle into sudden activity; stimulate.

direct marketing
Contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail advertising.

rout /rout/
Noun. A disorderly retreat of defeated troops
Verb.Defeat and cause to retreat in disorder making the message accessible to costumers is not enough, it is more important to have the costumers involved and act to the message. The study of whether kids who watched “Oscar’s Blending” were watching and learning about the words or they just simply watching the Muppets

Oscar was sticky, but the lesson was not. Stigma
['stigma]
( a mark of disgrace associated with a particular circumstance, quality, or person) Well Chosen Examples Well Chosen Examples Well Chosen Examples Well Chosen Examples Well Chosen Examples Zombies
[zämbē]
(a corpse said to be revived by witchcraft) the Stickiness Factor is the importance to make the message sticky to people. the message is valuable to be remembered and create change, spur people to action. 3.What is the clutter problem? Because there are too many information nowadays, people do not really care which is the really important information and thus ignore some of information. 2.What conclusions about stickiness can be drawn from direct marketers? (I):coca-cola used $33 million for the rights to provide the 1992 Olympics drinking.
12 percent of TV viewers realized coca-cola was official drink for Olympic
5 percent thought that Pepsi was the real provider.

(II):the attention may be decreased for the toys when kids watching TV.
the memories of TV are totally the same from kids with toys or without toys. the ways providing tetanus information to the students Contentious
[kntenCHs]
(causing or likely to cause an argument) Through the development and history of Sesame Street and Blue’s Clues, a map to a Tetanus Shot brochure, a “gold box” to a mail order music company, and a few other direct marketing examples, Gladwell illustrates that the content of the message matters. But what is often needed is simply a subtle but significant change in presentation: a shift from an abstract lesson to a practical and personal piece of information [which makes it] memorable.

The stickiness factor means something full of characteristics attracts audiences’ attentions, and the audiences will not distract. Instead of just getting people more accessible to the message, getting people more involved is better way to make the message sticky. Kids do not just have short attention spans and they can sit for a long time. Adults will be bored of repetition, but preschoolers won't, because each time they experience in a different way. Citation Question? Eschew
[es-choo]
keep away from

Beseechingly
[bi'si:tili]
imploringly, sincerely

Counterintuitive
[,kantrn'ttv; ,kantrn'tjtv]
against the intuition 6. What does Gladwell mean by "there is something profoundly counterintuitive in the definition of stickiness that emerges from these examples "? Blue's Clues
Another children TV show which adopts some experience from Sesame Street , succeed in its own way. In order to sale an idea successfully, it needs to be creative, and it might against the common sense and the rules which people believe are the key for stickiness. Unlike Sesame Street, it uses repetition and it helps those preschoolers understand better. As a story of discovery, Blue's Clues posts the questions in a proper order, which not only gives audiences confidence, but also attracts their attenditon. http://www.merriam-webster.com/
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