By: Wendy Lin
A few months ago, I had the opportunity to sit in on a talk given by a representative from Sony Pictures. The topic of entertainment marketing delved into the making of movie posters and the usage of social platforms. It was interesting to see a time-table structuring the employment of differing social channels along with their frequency, all dependent on the release date of a movie. But what really intrigued me was the amount of effort put into the finalization of movie posters.
Consumers are typically only exposed to movie posters released in their home country. I, for one, usually only see the movie posters from the United States, unless my friend from overseas in Taiwan happened to share with me a movie that she liked. Yet, movie posters differ in different cultures. Sometimes it may contain drastic differences, while sometimes it may merely contain subtle ones that may be observed through only careful scrutiny.
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By: Shareen Hill
Frank Luntz is a “corporate consultant, pollster and political consultant to Republicans. [His] specialty is testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate.” I first learned about Luntz in one of my graduate school courses, and I found his expertise as a wordsmith to be incredibly appealing and interesting. His approach to conducting research involves finding out which words elicit which emotions. Armed with this knowledge, he can craft perfectly worded messages that will speak to the innermost beliefs people hold. Or, he can craft messages that are perfect for manipulating people. It depends on who you ask.
What, exactly, is Luntz doing? He is simply witnessing reactions and making decisions based on those reactions. Newton determined that for “every action there is an equal and opposite reaction,” and Frank Luntz knows this. He studies reactions to words until he understands the interactions well enough that he can manipulate the input… the words used… to get the exact reaction he wants. Clever? Controversial? Unconscionable? That’s the debate.
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By: Briana Fountain
Last work, one of my coworkers turned to me and said, “Wow, you look exhausted!” I didn’t know how to respond to that statement, particularly because I knew that it was probably true. I am exhausted, all the time; it’s the type of exhaustion that causes yours eyes to burn, and makes you break into fits of giddy laughter in the evening after an incredibly long day. I didn’t think it showed, though. I try to avoid the chronic dark circles around the eyes, and I do my best to hit the coffee machine enough times during the day to keep myself going.
But being exhausted is nothing new in the world of business. Many working professionals do not get enough sleep, for one reason or another, and the popular opinion is that less sleeps means decreased work performance. In fact, I heard an anecdote recently about the Human Resources director at a large firm in San Francisco. Apparently, this director would ask applicants, during the interview process, how many hours of sleep they get in a typical night. If the applicant says anything less than seven, they are not asked back for a second interview.
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