"There is more than one way to tip an epidemic, in other words. Epidemics are a function of the people who transmit infectious agents(…).’’
Throughout the book, the author uses the word "epidemic’’ to refer not only to bacteria or illnesses that affected humanity and society but also to make reference to ideas and beliefs that in a way became like epidemics, spreading quickly from one person to another and infecting them, shaping their beliefs and lives in ways they could have never imagined. This association appears in the book and it is used to make the reader understand more easily the impact modern-day advertising techniques can have on us. The author shows that in a way, the advertising techniques used nowadays are just as harmful and dangerous as the epidemics were in the past.
"But he clearly had none of the social gifts of Revere, because there is almost no record of anyone who remembers him that night.’’
In the first chapter, the author writes about two people in history who did the same things yet experienced different outcomes. Both men lived in America in the 16th century and they both found out about the imminent British invasion. In an effort to warn their people, traveled a great distance, going from one place to another and telling everyone they meet what they knew. History shows that only one man was successful in getting the message across and he remained in history while the second one was generally forgotten. This example shows that while two people may have access to the same things and have the same means, the way they will turn out in life will be completely different. The reason behind this is that one person may have naturally the qualities that will assure his or her success while the other person may lack the qualities in question.
"We all want to believe that the key to making an impact on someone lies with the inherent quality of the ideas we present.’’
The author analyzes in the book the elements that make a message or idea stick or become popular. He admits that we, as humans, would like to believe that when ads are created, the people behind the ad wanted to present the idea or product in a clever and witty way. Society likes to believe that what it watches it is of great quality and substance when in reality the truth may be far from that. The messages we are fed through the advertisements we often see are simple and cheesy, made in that way so more people could understand what was being advertised and so that more people could relate to the ideas presented.
