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f you double the size of the chips in chocolate chip ice cream and say on the package, "New! Bigger Chocolate Chips!" and charge five to ten cents more, that seems honest and fair. But if you put your ice cream in a round as opposed to a rectangular container and charge five to ten cents more, that seems like you're pulling the wool over people's eyes. If you think about it, though, there really isn't any practical difference between those two things. Chapter 5

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In this chapter, Gladwell explores the psychology of advertising and packaging. Studies show that it’s possible to make a product seem more appealing by packaging it in novel ways (for instance, it’s been shown that food products are often more...

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Original

Romeo

(aside) She speaks.
O, speak again, bright angel! For thou art
As glorious to this night, being o’er my head,
As is a winged messenger of heaven
Unto the white, upturnèd, wondering eyes
Of mortals that fall back to gaze on him
When he bestrides the lazy-puffing clouds
And sails upon the bosom of the air.

Juliet

O Romeo, Romeo! Wherefore art though Romeo?
Deny they father and refuse they name.
Or, if thou wilt not, be but sworn my love,
And I’ll no longer be a Capulet.

Modern

Romeo

(to himself) She speaks. Speak again, bright angel! For tonight you are as glorious, there up above me, as a winged messenger of heaven who makes mortals fall onto their backs to gaze up with awestruck eyes as he strides across the lazy clouds and sails through the air.

Juliet

O Romeo, Romeo! Why must you be Romeo? Deny your father and give up your name. Or, if you won’t change your name, just swear your love to me and I’ll give up being a Capulet.

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