An Effective Speaker Paper Comparison Critique of 2 Famous Speeches Essay

An Effective Speaker Paper Comparison Critique of 2 Famous Speeches - Essay Example Steve is the most appropriate speaker for the Stanford audience, because of his experience in the technology field, for which the university is renowned. In the course of delivering his speech, Steve Jobs adopts a conversational approach. This is particularly evident when he reminisces about how he founded Apple, Inc with his co-founder, Steve Wozniak. Instead of referring to his partner with his full name he states â€Å"Woz and I started Apple.† This statement evokes a mental picture of two close allies and it is a good choice of words. This is especially because the audience comprises of graduates, who often perceive the ceremony to be a point in time when close friends diverge perhaps never to meet again. Steve also utilizes a simple and customary delivery approach. This is evident throughout the fourteen and a half minutes long speech. For instance, he summarizes his entire speech using four simple phrases; first he states that he will narrate three stories to the audienc e. He then outlines the three narrative topics as â€Å"a story about connecting dots† (0.23), â€Å"a story about love and loss† (5.32) and finally â€Å"a story about death† (14.33). ... This serves to ensure that the audience gets sufficient time to assimilate the information. For instance, at the end of his first story about backward connection of dots, Steve poses for about six seconds when he says â€Å"even when it leads you off the well-worn path†¦ and that will make all the difference† (5.18). The pause is intended to ensure that the audience acknowledges the importance of exploration and persistence. Steve’s relatively casual opening, his conversational delivery approach, simplicity and use of pauses in the course of the address, are all attributes that make his speech effective. These are all features that resonate with the principally young audience. They are also attributes that enable him to effectively convey his primary lessons on mortality, the importance of individuals loving their work and the essence of courage in following one’s intuition. However, the speech is not without few flaws. The first and most notable flaw is tha t, Steve constantly reads from his transcript and hardly maintains eye contact with his audience. This denies him the chance to fully connect with the listeners as shown by their occasional disinterest. The other outstanding fault is the speaker’s partial fail at comedic delivery. For instance, when Steve states that â€Å"I didn’t even know what a pancreas was† (10:07), he delivers the line in passing and does not even pause to relieve the audience’s tension. Another example is when he says â€Å"No one wants to die. Even people who want to go to heaven don’t want to die to get there† (11:40). However, the partially failed attempt at humor could be attributable to the speaker’s effort to imitate academic oration; to evoke empathy from listeners, or to emphasize the magnitude of

Doritos Super Bowl Commercial Campaign Essay Example | Topics and Well Written Essays - 1500 words

Doritos Super Bowl Commercial Campaign - Essay Example The Doritos’ Super Bowl campaign gives insights on what innovative organizations can do to make their marketing more effective and capture the attention of consumers in the market. Designed by Frito-Lay, the campaign is an online competition run annually, which gives consumers the chance to create their Doritos advertisements and the best aired in the Super Bowl. The contest is the largest online video competition globally, and undoubtedly, one of the most successful in its caliber according to last year’s YouTube impressions. Owing to the fact that the results justify the means used, it is evident that Doritos’ marketing techniques are the cause of this profound success, some of which are analyzed in this paper. The context of participatory marketing in Doritos Chief marketing Officer at Frito-Lay, Ann Mukherjee clearly postulates that participatory marketing is the future of contemporary marketing. She notes that the success behind the idea of Super Bowl lies w ithin the recognition of the upcoming branding trends, where the consumers are actively involved in the branding process by the company. As a key strategy, Frito Lay recognizes the great impact that active participation contributes to modern marketing, attributing to the fact that people are not just passive recipients of information, but active contributors in the production and distribution of brands and their contents in their various kinds (Boone, and Kurtz 56). The campaign relays useful techniques that underlie consumer-generated content advertising, which makes the consumers virtually own the brands and remain loyal to the brands that they have helped to build and this fact has continually improved the sales of the company. From the graph and table below, the introduction of the Crush Super Bowl contest in January 2012 had a tremendous effect on the sales in that month. In this respect, participatory marketing strategies are very effective and according to Doritos, an immedia te effect on the popularity of the brands. The period that preceded the ad contest also experienced customer response due to the anticipation that the advertisements of the contest had on the consumers. The data showing the percentage increase in sales due to the 2012 contest is shown below. Time 26th Dec 2011 26th Jan 2012 29th Feb. 2012 28th Mar 2012 Percentage increase 6.2 % 7.9 % 5.8 % 5.2 % Consumer inclusive approaches to marketing, according to research prove the most lucrative and successful of trends, making it an irresistible package for modern marketers. In perspective, the success of the campaign is often attributed to the way in which Frito-Lay tracks and evaluates performance of the competition. Since the launch of the campaign, Frito-Lay has continued to test the media value of the competition, online pass-along measures as well as the brand equity. (Hines, and Bruce 44) further recommends the growth of the above measures with time to correspond with the market condit ions and continued changes in tastes and preferences of the consumers. Trusting consumers of information In addition, Frito-Lay works on the principle that the consumer is the best source of information on what the market needs (Tadajewski and Brownlie 92). The campaign has achieved much since its inception because Frito-Lay trusts their consumers. Although most marketers have