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ESL 443 - Listening for Success

Instructor: Ms. Wendy Cramer
Student: Simone de Sousa Borges

Unit 4 - Business

The Art of Marketing in a Global Culture

Vocabulary
1. Promote; 2. Accustomed; 3. Universally; 4. Media; 5. Appeal.

Viral Hit
Pneis Malditos (roughly translated to Damned Ponies in English) it is an advertisement from Nissan Brazil to promote their pickup truck Nissan Frontier.
link

Structure
1. How does the ad appeal to the audience? 2. Does the ad try to appeal to your culture in particular? 3. Results

How does the ad appeal to the audience?

Surprising the audience using humor;
horsepower (hrspour) n. pl. horsepower 1. Abbr. hp A unit of power in the U.S. Customary System, equal to 745.7 watts or 33,000 foot-pounds per minute.

Ford Super Duty

2011 Ford Super Duty Pickup Rated at 390 Horsepower

Horsepower
2011 Ford Super Duty Pickup Rated at 390 Horsepower

$$$

Ford Ranger
2011 Ford Ranger Pickup Rated at 143 Horsepower

Horsepower
2011 Ford Ranger Pickup Rated at 143 Horsepower

143 HP

Ponypower
2011 Ford Ranger Pickup Rated at 143 Horsepower

143 HP

How does the ad appeal to the audience?

Surprising the audience using humor to promote their product.

Do you want a pickup truck that has Horses or Ponies?

Nissan Frontier
2011 Nissan Frontier Pickup Rated at 172 Horsepower

Horsepower
2011 Nissan Frontier Pickup Rated at 172 Horsepower

Does the ad try to appeal to your culture in particular?

(a) Using an weirdness jingle (music);

"Damn ponies, damn ponies/ Come get stuck with us/ I hate mud, I hate sludge/ What a yuck! I won't get moving"

Does the ad try to appeal to your culture in particular?

(b) Exploring denotative and connotative meaning of some words;

Que nojinho!

What a yuck!

Does the ad try to appeal to your culture in particular?

Que nojinho! What a yuck!

Que nojo!

= So disgusting!

Que nojINHO! = Snobby, snobbish, fussy, pick-eater...

Does the ad try to appeal to your culture in particular?

(c) Using reversal of expectations; Archetypes are universally understood symbols, terms, or patterns of behavior. The idea is based on the fact that human brains look for associations and detect patterns that most of us are accustomed.

Reversal of Expectation
Good
White; Sincere; Pure; Human, Bright, etc...

Reversal of Expectation
Evil
Black; Liar; Impure; Antropomorphic; Shadows, etc...

Damned Ponies

Cute

Damned Ponies

Cute

Not So Cute

Does the ad try to appeal to your culture in particular?

(d) Exploring superstitions.

Have you ever received an e-mail demanding you to share it with an amount of friends?

Does the ad try to appeal to your culture in particular? What will happen if you refuse to share it?

Results
Twitter Orkut About 178.000 posts in the rst week.

499 communities, the biggest one have more 8 proles created, the biggest one have than 64.000 users. more than 2.154 followers.

Some Numbers after the rst week...

Blogs More than 640 posts, plus dozens of news in many communication portals. Foruns More than 80 posts

Some Numbers after the rst week...

Facebook 14 groups, the biggest on has 1.800 members; 7 pages; 25 proles created with the name dammed ponies; 9 events were created. The biggest one had more than 10.050 guests. 140.042 video views launched from Facebook.

Some Numbers after the rst week...

YouTube 1.010 videos, including remixes and reproductions. The ofcial video had 6.313.664 views and 17.206 comments. The video was added to favorites more than 7.000.

The menacing command seems to be working...

Posted on the internet and other media on Friday 31 July, 2011:
6

2 1.8 views (millions) days

After two months...

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After two months...

Nissan's sales grew 81%.

99,691,148
... people might have been impacted by the campaign.*
* Source: http://exame.abril.com.br/marketing/noticias/poneis-malditos-o-fenomeno-da-nissan-em-numeros

References
http://www.nissan.com.br/ http://exame.abril.com.br/marketing/ noticias/poneis-malditos-o-fenomeno-danissan-em-numeros http://www.youtube.com/watch? v=5AFna6R-rAo http://www.youtube.com/watch? v=g9FAtURumsI