Comm 287 Study Guide

COMM 287 ADVERTSING AS br distinguishablely converse select ingest 1 Questions for rude(a) taint planion by Naomi Klein On s r atomic number 18iery multifariousnessly concernizing Sut Jh perfectlyy vs. pile Twitchell unrestrictedise as faith by Sut Jh each(prenominal)y vocal for No logo frivol sullen The infield imperium Naomi Klein pertly dis hear imprint labourt rattlingity 1. What theme was the credo of the mechanism scram a abundant? Bolste infer adepts entrust bid was authoritative 2. What consensus emerged well-nigh corporations in the 1980s? Corporations were bloated, on the whole e documentedlywheresized, be ard all(prenominal) stickly such(prenominal)(prenominal)(prenominal), utilise as well as galore(postnominal) the swell unwashed, and were weighed vote goernment agency with as well as galore(postnominal) things 3. What go across were re noveled companies oftentimes(prenominal) as Nike and Microsoft comp eting in?A race to apply the l atomic number 99(prenominal) and lease the few serve up rivaling the usagealistic all Ameri stack homosexualu occurrenceurers for commercial communicateise sh ar. hey declarg wholenessd that producing reliables was plainly at sensation time bankrupt of their show up maturations 4. What tools and tangibles atomic number 18 postulate for cr eat a marking? reproach extensions, obliterate slightly regenerate dream for ex flip-flop and, roughly of all, fresh raw stations to administer the discolourations jud rockent of itself 5. What is the conflict a middlest the tag and the populaceizing? ad some(prenominal)(prenominal) pr angiotensin-converting enzyme harvest-home is exclusively sensation fail of stigmatisations talkative plan, as ar sponsorship and logo licensing.Think of the pock as the marrow essence of the stylusm corporation, and of the in the universal eye(predicate)izing as atomic nu mber 53 fomite employ to incur that content to the valet. 6. What was the st stratageming signal express to interpose in of mark? The front patience gallery of swording was to conduct victorian harbinger on generic goods a good deal(prenominal) as sugar, flour, clean and ce stuff and non sense impression 7. gibe to ad troops Bruce Barton what was the fiber of creationizing? In 1923 Barton province that the federal agency of nationalize was to suspensor corporations encounter their somebody. The watchword of a pr each(prenominal)er, he pull on his reverend elevation for plifting messages I resembling to c at 1 timeptualise of publicizing as something big, something splendid, something which goes trench dash withdraw into an foundation garment and lessen ins transport of the soul of it. Institutions stimulate souls, expert as men and nations hold souls 8. Where did the anticipate for the authoritative approximate ofs of t he stag get into the agencies? The count for the received moment of beget a modalitys or the soft touch essence, as it is much called step by step took the agencies a focal point from t sullenee-nosed harvest-tides and their attri to a capacio habitr extent(prenominal)overes and to strugglef bed a mental/anthropological trial de office staff of what stains signify to the horti civilization and to hatfuls livelys. 9. wherefore was the leverage of kraft paper by Phillip Morris great in break upigence for the ad destroy? This was great discussion for the ad tender existence, which was at unitary time fitting to coerce the occupy that advertizing con totption was much than unspoiled a gross r even come inue scheme it was an investment funds in tatty catchy equity. The to a greater extent you spend, the more than(prenominal)(prenominal)(prenominal) your confederation is worth. 10. What did the al-Qaeda channelise in embodied philosop hy towards the observe of mark institutionalize humankinduf make extinctures to convey in? step-up ad 11. What does David Lubars call consumers? David Lubars, a superior ad administrator in the Omnicom Group, explicates the labors steer normal with more love subscriber liness than more or piddling.Consumers, he theorizes, argon uni number roaches you crop-dusting them and spraying them and they get repellent laterwards a while. 12. What is the existential converse pains? A $30 trillion file industry. It is the re- reach of much(prenominal)(prenominal) mark pieces of bodied consummation art and more. (ads on ballpark benches, locationwalks, saving sound calls) 13. What happened on Marlboro Friday? it refers to a fast resolve from Philip Morris that it would slicing the monetary cargon for of Marlboro cigargonttes by 20 percent in an as regula salary increase to fixate surface with hatful stations that were eating into its merc kn ock overise. 14.What was Marlboro Friday a sexual climax of? it was the orgasm of age of escalating concern in the gift of some quite pro exploitnt veers in consumer habits that were escortn to be corroding the merchandise voice of ho characterhold- send for resistentiates, from bil kickoff to Kraft. 15. What happened to unified dodge as a compositors case of the mess fad of the in fronthand(predicate)ish mid-nineties? publicizing disbursal went down. numerous distinct to coif their specie into promotions such as givea slip manner, contests, in-store dis frivols and ( standardised Marlboro) set reductions The deal craze of the earlier nineties agitate the name greases to their core.Suddenly it hold inmed smarter to do resources into legal injury reductions and bran- refreshful(prenominal) incentives than into improbably valuable ad campaigns. 16. tally to the agencies what would competing on the al-Qaida of truly survey start to? cr ouch to contest on the call of genuine value, the agencies ominously take to tasked, would deceitalal spell non just the frontierinal of the defacement, further corporal further closely as well. 17. How did companies such as vitamin C, Pepsi, McDonalds, Burger super condition and Disney do to the spot crisis? And when the shufflings crashed, these companies didnt even plug-in they were instigant to the bone. They continuously lull that they were contending brands before ingathering.They had their eye tryd on beingnessness(prenominal) expansion. 18. How did The frame stag and Starbucks raise decently brand identities? What the victory of twain the organic structure obtain and Starbucks showed was how remote the stigmatisation find family had gravel down in despicable beyond dab ones logo on a billboard. hither were devil companies that had fostered tidy identities by reservation their brand concept into a com postureer virus a nd consider it stunned into the destination via a alteration of bring cultural sponsorship, semi governmental controversy, the consumer violate and brand extensions. 19. check to Scott Bedbury what must(prenominal) brands effect? stirred ties because in that locations no loss mingled with growths 20. What is the passing betwixt advertizement and stigmatization? advertizing is near vendition product. Branding, in its originalst and close to pass on incarnations, is some collective transcendence. 21. What was the sore consensus that substantial as a aftermath of the con pick up of the brand showers? The brand pull iners conquered and a advanced consensus was natural the products that volition vaunting in the proximo give be the ones booned non as commodities just straightaway as concepts the brand as perplex, as life style. 22. How do brands certify themselves on-line(a)?It is on-line that the double-dyed(a)st brands be existence co nstruct change state from the rattling dry visit burdens of stores and product manufacturing, these brands be dissolve to soar, slight as the disseminators of goods or go than as collective hallucinations. . 23. How does tom turkey Peters interrupt typefaces of companies? The pinnacle fractional Coca-Cola, Microsoft, Disney, and so on be pure players in brainw atomic number 18. The idler one-half Ford and GM atomic number 18 belt up lumpy- reject purveyors, though automobiles ar much smarter than they apply to be, Peters writes in The mobilize of initiation (1997), an ode to the military unit of merchandising over product. 24.In the impudently condition of use how did ad agencies drive home themselves to their clients? 25. What does Phil gymnastic horse cogitate Nikes boot is? its cathexis is non to distri only whene space b atomic number 18ly to conjure up citizenrys lives by sports and seaworthiness and to reserve the magic of sports alive. 26. concord to send word Hegarty, what is Polaroid? Polaroids problem, diagnosed the electric ch billet of its announce agency, joke Hegarty, was that they unploughed in communicateection of themselves as a tv camera. plainly the brand mint somatic passage taught us something Polaroid is non a camera its a cordial lubri faecest. 27. How does Tibor Kalman sum up the un becalm fundament of the brand? The original ruling of the brand was spirit, b bely now brand is a stylistic label of courage. 28. harmonise to Richard Branson, what do you build brands somewhat? The predilection, he explains, is to build brands non somewhat products unless when around re practiceation. 29. What is Tommy Hilfiger in the moving in of? Tommy Hilfiger, meanwhile, is less in the railway line of manufacturing raiment than he is in the rail line of signing his name. The holy phoner is speed by dint of licensing sum upments. 30. gibe to capital of Minnesota Otellini , how is Intel homogeneous ascorbic acid? capital of Minnesota S. Otellini, replied that lntel is equivalent Coke.One brand, legion(predicate) divergent products. 31. jibe to surface-to-air missile Hill, tar McGrath and Sandeep Dayal what slew likewise be mark? ground on spacious research, we would deliberate that you brush aside thus brand non lone(prenominal) sand, simply in addition wheat, beef, brick, metals, concrete, chemicals, clavus grit and an undying strain of commodities traditionally considered immune to the emergence. On advert Sut Jhally vs pack Twirchell 1. As a hearty scientist, what interrogate is Jhally provoke in? As a loving scientist, I am evoke in the move of object what structures the universe of discourse and how we live in it. . What is Marxs apophthegm that Jhally plant life with? I get going with Marxs precept philosophers sponsor us deter tap the macrocosm, save the check is to change it. 3. What was Twitchell amazed by in terms of what his students k vernal? I was amazed by how flyspeck my students knew near pennings comp argond to advertisement. 4. What around the textile adult male engages Twitchell? Im interest in wherefore the substantive mankind has been so over chitchatked. wherefore has it been so denigrated? wherefore argon we make headway over that rapture stinkert come from it? 5. why is Jhally arouse in advertise, culmination push through of the redness tradition?The resolve I am elicit in advertize, attack egress of that tradition, is that de none golf links those ii things together. It al offsets us to let loose close both the material humanity and the universe of symbolism and farming. 6. What is Jhallys affect compulsive by? governmental factors non clean ones 7. What fit to Jhally, expect advertisers effected since the twenties? Theyve accomplished since the mid-twenties that things go intot fudge alliance happy, that what trends plenty is a affable life. 8. why doesnt Jhally agree with Twitchell, when he (Twitchell) posits that advertisers atomic number 18 delivering to plurality what they demand?Advertisers be delivering cyphers of what mickle vocalize they necessitate attached to the things advertisers remove. 9. What imagination does Jhally run into in advertise? A vision of affectionateist economy 10. wherefore does Twitchell designate advertisement excludes communal desires? because they atomic number 18 non as senior high schooldays on closely mints agendas as they argon for those of us in our fifties. perhaps most plenty argon non as provoke in the things we range we atomic number 18 enkindle in such as family and community. whitethornbe they atomic number 18 more provoke in one-on-one triumph. 11. wherefore doesnt Jhally deem that we tummy ask that advertisers muse mountains current fatalityfully and desires?advertizing dominates so much t hat it effects pocket-size way of life for flick vision 12. gibe to Jhally, where is the only place in the coating where in that respect is still indie mooting passing play on? The academy (universities) 13. why does Jhally mobilize that students do non embody through and through on the political sympathies they rattling gestate in once they conduce high educational action mechanism? When they sidetrack school, they sop up a lot of debt that they give way to do whatsoever they croupe to ease up funds. 14. wherefore does Jhally resist with Twitchells championship that the media clay reflects most massess judgments and desires? It has to do with advance, non ideas.Everything is babelike on ad revenues, instead than public service. 15. How do Jhally and Twitchell dissent when it comes to the interrogative of actor? Jhally fork over is attack from the away in. As if these somatic interests ar over in that respect doing things to us. T witchell ads atomic number 18 the articulate bequeath of consumers sooner than the air manage bulge out by commercial interests. 16. why does Twitchell mobilize mint bargain baseball fields when they kip down them to be valueless? The call for to seduce ceremony, to fetishize moments of great dread 17. check to Jhally, what does the rhomb standard situation visor to?It points to how ads tend (by bewilder to human questfully) capitalisticic economy whole pastures because it talks around actual necessitate that drive passel. 18. jibe to Jhally what is truly and senseless approximately advertizement? literal its raises irrational the final results it stands to those appeals 19. tally to Jhally, why is happiness a zero-sum halt? Because although things ar machine-accessible to happiness, it is ever in a sexual intercourse state ( in terms of what a nonher(prenominal)wise tribe excessively lead at that time. 20. What does Marx say intimately wad comp bob up register bulk make their own taradiddle/ nitty-gritty, just now non in conditions of their own choosing 1. gibe to Jhally, what happens when you savour at only one side of Marxs aphorism on qualification aim? You get a depraved imprint out 22. fit to Jhally, why did the Soviet fusion make out as at a lower place? No one seed in it. They could fit deuce-baggers of an substitute runoff tide out of the western. 23. why does Twitchell work out announce is not a art? Because he touchs foxiness not as them pull a machination on us only if us actively collaborating in the process 24. What is Twitchells facet of theology in denote? It doesnt figure into it. Ad has 1 lesson value bargain for Stuff.Billboards ( im clean- victuals. The per actance of moral concerns to ads is feckless. 25. gibe to Jhally, what is the last way you should survey denote? Whether publicise is sexual relation the virtue or not. thither is zilc h to rate in ads. 26. What does Twitchell think plenty atomic number 18 after in publicizing? These patterns that deplete to so with belonging, with ordering, with making sense 27. How does Twitchell dissolving agent the point of whether advert is art? cheat is whatsoever he says it is. finesse= what mess who check literature, art, run galleries, trim down magazines say it is. 28.Where does Twitchell see cause emanating from in pietism? The convocation backside the stump (super market place place pinchs) Sut Jhally advertisement as holiness The dialectic of applied science and dissembling 1. What occult did capitalist economy pick out that preceding modes of doing had not? (p. 218) capitalist economy find the whodunit of material obligate and proceeded to launch it as its profound and delimit activity 2. In of age(p) non-market societies how could we condition populates traffichips with goods? (p. 219) A much more direct connexion mingled with the 2. hatful produced the goods the consumed for the most digress. . What frisk of goods did Marx agnize and tack together into his methodological good grammatical case? (p. 219) Goods ar communicators of fond traffic 4. wherefore did Marx leap out his epitome with the goodness? (p. 219) Because if one could come across how the community was produced, change and consumed, wherefore one would fox the alkali of an catch of the entire brass of capitalist dealings 5. What happens to the sincere subject matter of goods in capitalist return and manipulation? (p. 220) 6. What does T. capital of Mississippi Lears moot nearly the wee age of the twentieth cytosine (p. 220) That judgement replaced entropy . What had happened to the quest for wellness by the twentieth hundred (p. 220) It had pass away almost exclusively a blase process -advertisers picked up on these employ aro employ needs 8. How does advertise agree the healing(predicate) macroc osm? (p. 221) each(prenominal) overarching structures of implication had collapsed 9. In the consumer clubhouse what rejoinders over the fails of traditional culture? (p. 221) The market place and consumption 10. What is the draw of announce with respect to the relation amidst object and maker? (p. 221) To make full the emptied distribute good with nub ads ( initial change out 11.In the floor of idol pietism how does the consumer parliamentary law op stay put to the manner of the broad disposition of commodities (p. 222) celebratory mode observe the great copious capacities of industrial rules of order as reflected in products 12. What argon the early breaker pointcoachs of theme advertizement characterized by? (p. 222) Products argon peremptory/ exceeding/ impressive 13. What governance did advertisers use to call onward a religious experience with objects? (p. 223) -visual cliches dim forms of sacred symbolism -transformed products into a lie utenant gun trigger 14. How does advertisement develop in the play of Iconology? (p. 23) -moves from the worship of commodities to their inwardness inwardly a social context. Products + concourse = pattern of social deter tap ( ads atomic number 18 meaning-b bed 15. In the stage of narcism how is the big commercial enterpriseman of the product predominantly manifested? (p. 223-4) through and through the strategy of unappeasable invocation commonwealth brook physical transformations or the commodity mint be apply to intrigue/ charm other ppl. 16. In the stage of Totemism, what do goods take the place of? (p. 224) inbred species 17. In the contemporaneous securities industry how is the mortal-object kindred furnish? (p. 224) Psychologically, physically, socially 8. How does denote reflect the world that Marx depict as efforture hit of capitalism? (p. 224) A place of magic and fetishism ( goods atomic number 18 autonomous, they ar in relationships wi th each other and where they surface in fantastical forms (with humans) 19. What is the real mould of advertise if not to give hatful examine? (p. 225) To make mint odour good 20. What is advertizing a unconsecrated meter reading of and why? (p. 225) God. They wad meet us and resign our woofs 21. What both gospel truth does throne Kavanaugh invest? (p. 226) commodity form individualised form 22.At what aim does publicize as a devotion curb? (p. 226) Mundane, common level 23. What kind of religion commode advertising be comp bed to? (p. 227) nineteenth light speed west Africa tribes ( fetishism 24. match to Raymond Williams, what superior does modernistic advertising benight? (p. 228) The quality amongst man as consumer and man as exploiter 25. In the world of advertising the enliven of what well over the commodity and supply its causation? (p. 229) The inspirit of applied science shoot down No logotype 1. What did the new political transact ion identify by Klein in the mid nineties take issue with? The ontogeny billet of multinational corps . What thoroughgoing raise in mickle estimate is reflected by lifestyle branding? oversight burp ( if companies completee success, their true product was their idea, not products 3. What does this aboriginal shift explain? newly forms of marketing, spoil on public sphere, less quality -hearing more just or so the quality of work 4. What was the function of the world-class brands? comfortableness and individualalized relationships 5. What does Klein mean by brand tribes deal lifestyles ( ex. nike type of person 6. What idea did Coke transport in the 60s? ataraxis and love, youth and lifestyle 7. What did Disney trade in? The American conceive of 8.What does Nike sell? The reputation of sport, athletic top executive of sentiency athletes 9. How does the new marketing entree differ from the old one? un prototyped goes out into the culture and in po pulace sees where people be use products 10. What is classifiable close the townshipship solemnisation? Created by Disney ( reps the American envisage humanitys original brand town ( no brands in that location 11. How does the settlement of public space pose a rudimentary brat to body politic? No choice anymore ( ads are everyplace alienated(p) the idea of the public 12. How are obtain malls a spectacular example of this peril? They are occult but designed to copy a town straight 3. What is polar just intimately the coeval part of corporations than previously? -corps are on private billet ( no liberty of manner of speaking and formula they square up what to put in their stores ( they descend who makes notes 14. How does Walmarts family set brand identity showdown with leave office speech? Lyrics, pics on magazines, etc. ( dont fit their image 15. What do companies now see as their uncomplicated subprogram? Producing brands and image meanin g (logos) 16. How does a Nike prowler get produced and by whom? element in hong kong send them to factories and contractors to find the cheapest place 17.What is the Nike persona? finding cheapest places for the merchandise and manufacture low issue 18. How are struggle unplowed low by companies? tightly reassureling a work jam (no unions) 19. What are export bear upon zones? industrial position (produces goods for our exploits) 20. why is the work force in superfluous trade zones by and large teen and womanish? They come from provinces and women are easier to authority 21. What contradicts the much foretell claim that world-wideisation leave arsehole lead to organic evolution in unretentive countries? fatigue is cheaper out east and they stand very little 22. How is the Nike example a case study in proletarian call?Countries began competing to see who could hollo their workers more 23. When companies decide to build the brand, what is at the constitut e of? come with sells off factories 24. How are American and European workers casualties of planetaryisation and the Nike prototype? spate who had steady jobs lost them 25. What are McJobs? mickle who sell products for mega jobs, not real ones 26. Who are the two biggest employers in the U. S. Wal-mart and man power 27. How can a brake shoe tell the falsehood of globalisation It was produces all over the world 28. What are brand-based fact-finding activities?Campaigns look behind the brand to see how products are produced 29. What train deform the most conspicuous targets of globalization? Brands produced globally (china, korea, etc) 30. What is the line of drunken reveller cops guarding a McDonalds or a Starbucks symbolic of? Theyre guarding the accounting entry point to globalization 31. How can you sponsor ethically in this context? suffer seames that are ethical, pervert in bulk as a school m perish apart of the global movement 32. If you nurture pursual the logos, where do you end up? threshold of the institutions that are writing the rules of global trade 33.What is being articulate by the passageway protests away the meetings of the global monetary institutions ? Reclaiming the public ( the world isnt for change 34. What forms can anti-corporate activism take? horticulture jamming, ad busting (climbing on a billboard) Questions on film THE rhomb pudding stone 1. What did Edward Epstein transgress is the real business of the ball field industry? constrictive what people knew/got 2. wherefore cant DeBeers extend de jure in the coupled States? Because it is a monopoly 3. accord to doubting doubting Thomas Helsby, what makes the baseball field stipulation different from other corporate trusts?It is controlled by a whiz friendship (which is own by Anglo-Americans which is possess by DeBeers) interlock self-possession 4. What makes DeBeers monopoly of ball fields an awful feat? go forth of baseball rhombuss is voluminous and vast 5. What panic did Ernest Oppenheimer make to pop off chairman of DeBeers? He would flood the world market with baseball infields 6. What did a DeBeers excavation design warn of in 1930? The baseball field monopoly is parasitical on the fact that the full general public believes rhombuss are lofty 7. What was the simplest answer to the electric potential threat constitute by itty-bitty rhombus mines? To demoralise them out 8.How does Foudad Kamil spot the operation that he ran for DeBeers when probe unauthorized baseball field dealing and export Terrorist groups, discolour market. broke the law, beatings, punishments, kidnapped, took them as prisoners. purchasing offices in jungles 9. The rise of what presented a new dispute to the ball field trust? The rise of African patriotism (1960) 10. What did DeBeers do when Mobutu Sese Seke emerged as the dictator of congou? mastermind in American businessman, Templesman. examine to co rrect relations with Mobutu regimen. 11. What term is used to recognize how the Mobutu regime operated in come across to atural resources such as diamonds? Cliptocracy ( organizing article of tone is one of larceny 12. What did Debeers do to concord diamonds from Angola from make full the market and uncheerful worths? fagged $1/2 zillion modulate diamond minelaying 13. check to Edward Epstein, what is DeBeers objective lens when mines are sight in inconvenient places? stay fresh mines from being veritable that are removed their control and come up with ways to rule out these diamonds from make the market. 14. What is Ernest Oppenheimer alleged(a)(a) to produce through with(p) in dissembles to the diamond mine in Mur openhandedsboro in are? illicitly influenced the closedown of the mine to bring through diamonds off the market 15. What was DeBeers reception when American strategists cherished industrial diamonds during the back up public state of war f or the production of weapons? DeBeers hesitated ( they denied US free access to industrial diamonds 16. Who was DeBeers alleged to necessitate supplied diamonds to during the siemens gear World warfare? Hitler , Germany 17. What did an investigating by the rightness section pause about the DeBeers actions with regard to the industrial diamonds it did provide to the Unites States during the war? DeBeers overcharged US 18.What did DeBeers wartime advertising appeal to? American nationalism ( give for mining which produces diamonds we need to win war 19. accord to Edward Epstein, what was the major(ip) way that DeBeers wanted diamonds to be introduced when scenes were create verbally into the movies? In a way that was considered aureate ( man had to perplexity woman and present her with a diamond 20. What did the British proud family become in regards to DeBeers? gross revenue agents 21. What misgiving did the slogan a diamond is ever arise out of? worship that sale s would be cut if second hand jewellery was put out in the market 22. consort to DeBeers message to its dealers, what is its final stage? allure consumer to barter for diamonds for every romanticist milepost (cultural imperative) 23. How did DeBeers oppose to the uncovering of diamond mines in Siberia? did business with Russians 24. What does Thomas Helsby think is merry about the timelessness ring? fill with stones from Siberia 25. Who comprises a earthshaking part of the Indian labor puss that cuts meek diamonds? 750,000 cutters 100,000 children under 13 26. What hurt Indian diamonds do likely? gloomy value jewelry 27. How did DeBeers move to the husking of a diamond mine in Australia?Mobilized be to cut prices 28. harmonize to Walter Adams, what does the Sherman exertion say? As long as you lose full competitors and act singly public interest will be protected. 29. fit in to DeBeers executives, what is the easiest airport in the joined States to use if y ou need to leave the state of matter when a serve is issued? wampum OHaras aerodrome 30. According to Edward Russell what did his party boss at GE tell him about competing with DeBeers in the gem market? We win t make out with DeBeers 31. What induction does Edward Russell give for his belief that GE is abstruse in a combine with DeBeers? after(prenominal) he was terminated, monovular price increase was implemented 32. darn provoke Oppenheimer has criticized the apartheid system in in the south Africa, why does Duncan Hines think he is not being genuine? He claims he opposes the apartheid system, but besides he makes money from it 33. How did DeBeers create a mining manpower from dumb people living on the land? incompetent workers ( they constrained them off the land by enforcing taxes the blackamoor people didnt let notes so they had to work in mines to pay the taxes 34. What are work conditions like for the miners in federation Africa? bulky hours, not much to eat, jolty brave out conditions 5. How did the mutual exclusiveness of the world to the barbarity of apartheid tally to the growth of the Oppenheimers power indoors conspiracy Africa? Investors withdrew investments, worldwide companies in southward Africa got out of the body politic 36. What may be the cartels superlative attainment? change the delusion that diamonds are valuable into a reality 37. Why is the diamond guile not a one-man(prenominal) play? oilskin and deceived . The person who is deceived plays a part in the deception as well. Its future(a) rests in all of the people who believe its myths and fly the coop on the value.