MKTG-SHU 2

HW#2

Due: 3/30 (Monday) 11:55 pm (Shanghai Time)

Submission: NYU Classes. The submission will be closed after due date.

Page limit: 2 pages (using the current font size and spacing)

1. The idea of alkaline diet has been popular for many years. According to this theory, foods can
affect the acidity (pH) of the body and that the change in pH can therefore be used to treat or
prevent disease. For example, the theory claims that eating a diet that is high in alkaline-based
foods will create an internal environment that discourages the development of cancer.
However, considerable scientific studies have proven the theory to be false. Please research
this theory and analyze why it is so persuasive (supporters include many celebrities and well-
educated consumers).

The theory is persuasive because the message is concrete. The theory provides a
seemingly scientific explanation of this diet. For the audience who does not understand fully
the science of human bodies, this theory is reasonable and logical. Secondly, the audience of
this message are health-conscious individuals including celebrities. As more and more people
are paying attention to achieve better health by eating healthier, this theory satisfies
individuals’ need to fit with the social trend.
Further, while the scientific studies have proven consuming healthy and natural foods
would not change people’s internal acid levels, the food that are promoted by the alkaline diet
are indeed good for health. Many of the foods recommended by the alkaline diet are nutrient-
dense, low-calorie alternatives to traditional dietary choices. The diet promotes eating mostly
organic plant-based foods high in vitamin C, selenium, iron, and zinc; all of which support gut
health and the immune system. Sweet red peppers, broccoli, and carrots promote healthy skin
due to their high concentrations of vitamin A. Thus, there are seen and perceived benefits of
this diet such as losing weight and better skin. This further added to the credibility of this
theory, successfully persuading more people.

2. Watch the Episode 13 of House of Cards (Season 2). Analyze why the letter Underwood
wrote to President Walker was persuasive. The letter is on the next page of this document.
You can also find the summary of this episode here:
https://houseofcards.fandom.com/wiki/Chapter_26

In that episode, the recipient (audience) of this letter, President Walker was facing a
likely impeachment. He was weak and afraid of how crushed his wife and children would be
if he was impeached, Underwood took note of that and used it to his advantage. The initial
attitude of Walker was not strong or determined; given the circumstances, his attitude was
relatively easy to change.
In that letter, Underwood used a sincere tone, claiming he did not want to challenge or
diminish Walker, instead, he trusted and followed him. These words were persuasive given
that Walker, the audience, was emotionally unstable and extremely tired due to the political
fight, making the letter more persuasive. As Underwood later said, "He's in the darkness now.
And I'm the only beacon of light. Now we gently guide him toward the rocks." He knew
President Walker was nearly desperate and his words were powerful enough to let the
President believe in him because Walker had no other options.
The letter included a personal story to raise empathy and increase the credibility of the
persuader. Underwood also stated that he would confess and take the fall for the good of the
party. For Walker to resign, Underwood must persuade him that he would be pardoned once
Underwood became the President. Therefore, Underwood emphasized several times to be
“loyal” to Walker from the beginning in the letter, trying to build an image that can be trusted
and counted on. This can also be seen as a strategy to persuade Walker to sacrifice for the
greater good by resigning instead of being impeached.