Project 2 Process Assignment Template kunal
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School
Centennial College *
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Course
171
Subject
Communications
Date
Apr 3, 2024
Type
doc
Pages
7
Uploaded by KidFalconMaster770
Research Essay Process Assignment Template
UNIT 6
1.
Title of the source
: It's easy to enter the Asian market during Lunar New Year. It's hard to get it right.
2.
Summary of Source (100 words)
Entering the Asian market during Lunar New Year presents a lucrative opportunity, evidenced by the 30% increase in China's tourism revenue and Vietnam's 8.1% retail sales surge in 2023 and 2024, respectively. Global brands like Apple, Burberry, and Coca-Cola have successfully engaged Asian consumers with themed campaigns. However, cultural missteps, as seen with Dolce & Gabbana and Burberry in 2019, underscore the importance of understanding and respecting diverse cultural perspectives. Brands are learning to navigate these nuances by collaborating with local stakeholders. While the potential for profit is substantial, newcomers are advised to carefully time market entry to avoid fierce competition and ensure product-market alignment.
3.
Discuss some of the strengths and flaws found in your source (100 words)
Strengths of the article lie in its well-supported insights into the economic potential of Lunar New Year marketing, featuring impactful examples of successful and failed campaigns. The inclusion of expert opinions, such as Tana Licsandru and Ranjana Singh, adds credibility and depth. The emphasis on cultural sensitivity and the pitfalls of superficial efforts provides valuable guidance. However, the article could benefit from exploring a broader range of cultural nuances across various Asian markets. Additionally, offering counterarguments or addressing potential
drawbacks would enhance its balanced perspective. Overall, it effectively navigates the complexities of Lunar New Year marketing, serving as a valuable resource.
For Arguments: Strengths:
HOW is the argument logical, fair, and reasonable? Why might some
reasonable people agree with the author?
The argument is logical, fair, and reasonable as it employs a clear and data-
backed approach to illustrate the economic opportunities during Lunar New Year. It introduces real-world examples of successful and unsuccessful marketing strategies, using statistics from China and Vietnam. The emphasis on cultural sensitivity and the consequences of missteps, supported by instances like Dolce & Gabbana and Burberry's controversies, adds credibility. Including expert opinions from Tana Licsandru and Ranjana Singh enhances the reliability of the argument. Practical advice, like involving targeted communities in the creative process, demonstrates a sensible approach to successful marketing.
Flaws:
What are the arguments' problems, flaws, or gaps? Why do you think people may disagree with the author? Think critically. What new questions and
areas for development does the argument raise?
The argument could be criticized for its limited exploration of cultural nuances across various Asian markets, making it less comprehensive. Potential disagreements may arise concerning the lack of counterarguments or discussions about drawbacks to the recommended strategies. Some might argue that the article could delve deeper into the broader market implications of Lunar New Year marketing on a brand's image and positioning. Additionally, the need for more perspectives from external stakeholders to prevent cultural insensitivity is identified as a gap in the argument.
This critical analysis raises questions about the depth of cultural understanding required for successful Lunar New Year marketing and prompts
consideration of potential challenges beyond the presented examples. Further exploration of counterarguments and the long-term implications of marketing decisions could enhance the overall robustness of the argument.
Unit 7
Academic integrity 1.
Discuss two problems resulting from using ChatGPT and other AI tools to write your research essay for COMM 171. (100 words)
Using ChatGPT and other AI tools for a COMM 171 research essay can cause problems with accuracy. Even though these tools are good, they might create content that isn't very precise or misunderstands complicated topics, leading to mistakes. The AI might not understand the
specific needs of the research essay, which could make the information less reliable.
Another big issue is about originality. There's a chance of accidentally copying from the AI's training data, which has lots of existing texts. This could mean using ideas without saying where they came from, which is a
problem for school honesty. Finding the right balance between using AI help and making sure the essay is accurate and original needs careful checking and human validation in school work.
2.
How can students use AI tools such as ChatGPT in a positive way to learn- in a manner that does not breach the academic integrity policies at the college? (100words) Students can harness AI tools like ChatGPT in a positive manner by incorporating them as supportive learning resources. These tools prove beneficial for brainstorming ideas, creating outlines, and enhancing language skills. However, to uphold academic integrity, students must guarantee that their work demonstrates their individual comprehension and creativity. While AI can serve as a valuable source for inspiration and guidance, the ultimate output should be a reflection of the student's own efforts.
To avoid breaching academic integrity policies, it is essential for students
to appropriately cite and integrate any AI-generated content while
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infusing it with their personal insights. This ensures a responsible and ethical utilization of AI tools within the college's academic framework, promoting a constructive learning experience.
Write down a list of the keywords you used for your topic.
The keywords used for the topic include:
Lunar New Year
Asian market
Cultural missteps
Marketing campaigns
Global brands
Economic opportunities
Dolce & Gabbana
Burberry
Cultural sensitivity
Brand reputation
Consumer behavior
Cultural nuances
International business
Targeted communities
External stakeholders
Market entry
Consumer spending
Asia-focused campaigns
Academic integrity
AI tools in education
Keep a record of your research (Identify the sources you have come across during the research process):
Newspaper -
Source title and author:
-
Relevance:
Magazine
-
Source title and author: -
Relevance:
Videos
-
Source title and author: -
Relevance:
Library / Database Sources
-
Source title and author: -
Relevance: Annotated Bibliography Unit 8
Write the annotated bibliography for three of your best research sources. One of the sources must be peer reviewed. Each annotation can be 2-5 sentences. The first few sentences can summarize the article, and the last few sentences should illustrate how you will use your source to evaluate your source. IE) What part of the response section will the research go in? What framework will it support? Source 1
Brands are cashing in on Lunar New Year — and working with Asian-Canadian
creatives is key.
APA entry:
Jenna Benchetrit (2022, February). CBC. https://www.cbc.ca/news/business/lunar-new-year-branding-1.6338994
Annotation:
This CBC News article explores the commercialization of Lunar New Year by Western brands, with a focus on the rising purchasing power of Asian Canadians. It discusses how brands, including luxury designers and Canadian companies like Aritzia and Holt Renfrew, are leveraging Lunar New Year campaigns. The piece emphasizes the importance of a thoughtful approach, including collaboration with Asian-Canadian creatives. The article touches on the challenges of cultural appropriation and highlights campaigns that contribute to community causes, shedding light on the evolving dynamics of Lunar New Year marketing.
Source 2
Red envelopes are a Lunar New Year tradition for London sisters.
APA entry:
James Chaarani (2022, February). CBC. https://www.cbc.ca/news/canada/london/red-envelopes-are-a-lunar-new-year-
tradition-for-london-sisters-1.6334336
Annotation:
This CBC News article delves into the Lunar New Year tradition of red envelopes, known as lai see, through the experiences of London sisters Gabrielle and Juliet Hertzman. The article explores the significance and rules surrounding the tradition, where adults gift money-filled envelopes to unmarried individuals or elders. It provides a personal perspective from the sisters, discussing their expectations for receiving red envelopes, the variety of envelopes they may receive, and the monetary values within. The piece also highlights the girls' broader celebration of Lunar New Year, emphasizing family, food, and festive activities with friends and at school.
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Source 3
How this Lunar New Year is being celebrated by Yukoners
APA entry:
Sissi De Flaviis (2022, February). CBC
. https://www.cbc.ca/news/canada/north/how-this-lunar-new-year-is-being-
celebrated-by-yukoners-1.6333116
Annotation:
This CBC Yukon article explores how Lunar New Year is being celebrated by Yukoners, focusing on the experiences of residents in Whitehorse during the Year of the Tiger. The piece provides insights into the cultural significance of the holiday, emphasizing family gatherings, lucky money traditions, and the impact of COVID-19 on celebrations. Three individuals—Kelly Jiang, Chaofeng Zhang, and Charmaine Cheung—share their perspectives on Lunar New Year customs, reflecting on their experiences away from their homelands. The article
delves into the adjustments made due to the pandemic, such as altered traditions and creative ways, like delivering traditional Chinese cookies, to maintain a sense of celebration within the community.