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6.1 making it stick lecture slides student notes
- 1. Making it stick Lecture6.1 University of Alberta ALES 204 Nancy Bray 1
- 2. Housekeeping 1. Assignment#1 grades will be released on Wednesday 2. Labs this week are in Arts 1-18 3. Mid-term. 30 multiple choice. Approx. 1 question per each lecture, 1 question per each chapter/assigned reading 2
- 3. Active and passivevoice Active Passive The cats were not vaccinated (by The owners did not vaccinate the cats zombies) The dogs ate the bottle caps The bottle caps were eaten (by zombies) The recommendation (by zombies) was We recommend you eat more spinach to eat more spinach The park will be closed at 11pm (by We will close the park at 11 pm. zombies). 3
- 4. Lecture Outline 1. Whydo some things stick? 2. The curse of knowledge 3. How to make things stick: a. Simplicity b. Unexpectedness c. Concreteness d. Credibility e. Emotions f. Stories 4
- 5. 1. Why dosome things stick? 5
- 6. Examples: Urban myths The libraryat X university is about to collapse because engineers forgot to take into account weight of books (false) Don’t flush when sitting on an airline toilet. It could disembowel you. (false) 6
- 7. Example: The refugee myth Oneambiguous fact appeared in the Toronto Star on March 11, 2004. “A single person receives $1,890 from the federal government as start-up allowance, along with $580 monthly social assistance, depending on how soon the person is able to find employment." 7
- 8. Letter to theeditor "I also found it interesting that the federal government provides a single refugee with a monthly allowance of $1,890 and each can also get an additional $580 in social assistance for a total of $2,470. This compares very well to a single pensioner who ... can only receive a monthly maximum of $1,012 in old age pension. Maybe our pensioners should apply as refugees." 8
- 9. The beginning Letter wassent to reporter, editor, and 100 other recipients Report tried to correct mistake by contacting writer, but e-mail account had been erased Toronto Star published the article without checking the facts 9
- 10. The furor TorontoStar bombarded with e-mails about the letter They investigated and discovered their error The Ombudsman wrote apology stating that refugees did not make more than pensioners 10
- 11. It was toolate... From 2004-2007, the letter appeared over 50 times in Canadian newspapers Sometimes twice or three times in the same newspaper 11
- 12. One editor wrote: A friendsent me an e-mail the other day that floored me. I figured the e-mail had to be a gag, a typical Canadian-style exaggeration aimed at separating one’s leg from one’s body by tickling the funny- bone. But then I read it again – and realized it was simply too ludicrous to be untrue. (Bob Groeneveld, Langley Advance) 12
- 13. No one checked Noneof the newspapers checked with government sources to confirm the fact 13
- 14. Government issues fact sheet In 2006,the Canadian government issues a fact sheet Has no impact 14
- 15. The myth goes international In2007, the original e-mail was altered to fit the American context, but kept the Canadian dollar figures Began to circulate in the U.S. In 2008, e-mail appeared in Australia In 2012, e-mail reappeared in the U.K. 15
- 16. Why is thisidea so sticky? 16
- 17. How can youmake your ideas stick? 17
- 18. 2. The Curseof Knowledge 18
- 19. The Curse 19
- 20. 2. How toMake Things Stick 20
- 21.
- 22. Example #1 “No plansurvives contact with the enemy” 22
- 23. Commander’s Intent Form Ifwe do nothing else during tomorrow’s mission, we must ________ The single, most important thing that we must do tomorrow is _______. 23
- 24. Example #2 It’s theeconomy, stupid Clinton’s 1992 election Campaign 24
- 25. Example #3 -Refugees “Refugees get more money than pensioners” 25
- 26. Remember 26
- 27. Exercise In one sentence,write down the most important thing that you hope your readers remember from your fact sheet. If the reader remembers one thing from my fact sheet, it should be _________________. 27
- 28. Unexpected Surprise gets ourattention 28
- 29. Example #1 29
- 30. Example #2 30
- 31. Example #3 Identify agap in knowledge and seek to fill it Create curiosity by asking a question and then answer the question Example: Which famous restaurant was found to have slime in the ice machine? 31
- 32. Remember 32
- 33. Concreteness 33
- 34. Example #1 Correct portionsize of meat = size of a deck of cards 34
- 35. Example #2 Simulation ofprejudice Jane Elliott’s experiment (Watch: http://www.pbs.org/wgbh/pages/frontline/shows/divided/etc/syno ) 35
- 36. Example #3 -Refugees “a single pensioner receives a monthly maximum of $1,012 in old age pension” 36
- 37. Remember 37
- 38. Exercise Look at yourfact sheet. Are there statistics which you could make concrete? 38
- 39. Credibility 39
- 40. Example #1 Marshall andWarren discover the real causes of ulcers No one believed them; then they won the Nobel Prize 40
- 41. Remember 41
- 42. Emotions 42
- 43. Example #1 Don Draper(on Mad Men) pitches the carrousel https://www.youtube.com/watch?v=suRDUFpsHus 43
- 44. Example #2 Don’t messwith Texas campaign https://www.youtube.com/watch?v=IhahJVkehUc 44
- 45. Example #3 I amCanadian ad 45
- 46. Example #4 -Refugees “Maybe our pensioners should apply as refugees” 46
- 47. Remember 47
- 48. Stories 48
- 49. Example #1 Jared andSubway 49
- 50. Remember 50
- 51.
- 52. Why is GangnamStyle so sticky? 52
- 53. Take away Know thedifference between active and passive voice Know what the curse of knowledge is. Know the six elements to make it stick. For further reading (not required): Made to Stick by Chip & Dan Heath 53
- 54. Photo Credits Conversation bysearch engine people blog sticky pudding by JMC Photos airline toilet by jshyun Toronto Star front page curse stone by Tiggrrr42 s by Leo Reynolds army commander by USAG-Humphreys economy-stupid by James Carville apple core by roger.karlsson simple by Ferran. u by chrisinplymouth minivan by redteam southwest airlines by xplan303ex newspaper headline by Semper Eadem MCMLXXXII surprise by trinity c by chrisinplymouth meat as deck of cards by Unhindered by Talent martin luther king jr by U.S. Embassy New Delhi sharing by cheesy42 exercise by Sebastian Fritzon c by cobalt123 Marshall and Warren win the Nobel prize giving advice by WAstateDNR - Department of Natural Resources e by chrisinplymouth Jon Hamm (Don Draper) from AMC Don’t mess with Texas campaign You deserve a break today campaign s by mag3737 Jared and Subway campaign storytelling by Squiggle glue by t. Murse refugees by United Nations Photos Gangnam Style Official Cover Take away by Jim Moran 54