Menkes attracts its audience by directing an important factor towards increasing profits by changing marketing skills. But its vocabulary distracts a potential person interested in this tactic. She tries to create a visual effect but it is not enough. She also makes several sweeping generalizations about how she views millennials equally when she describes them as an “entitled generation.” And on several occasions, Menkes chose to choose words such as subtle, discreet, elegant and intelligent. Which, in a way, makes companies feel appreciated and that maybe the author is right. And it also uses logos to show the percentage and age of each generation that will be affected by these changes. His tone is especially enthusiastic about the presentation of this change which could possibly influence the public. But his diction and tone are also direct and compelling, giving his claim a sense of affirmation. But she also stereotypes and makes a non sequitur towards Millennials when she assumes that all Millennials will interact with this new development plan.