Challenge and Selection : 

 Storytelling is used in design as a technique to get insight into users , build empathy   and access them emotionally . With stories , designers speak via Aristotle ’s points of   plot , character , theme , diction , melody , décor and spectacle to increase the appeal   of what they offer and provide a solid understanding of the users . As we learn about   our world through metaphors , not bullet - point specifications , storytelling is the best   way to relate to audiences . Effective storytelling means going beyond getting users   emotionally invested , to keeping them engaged after their experiences , too , so they   attach more meaning to our products / services . Brands do this — building an “ auxiliary   product ” of an experience to advertise their goods and idealized lifestyles . When I   work with seniors , we share stories for different reasons . Often they 're lonely and are   so happy to share stories of their lives with me to connect and they find meaning in   sharing these experiences as a form of teaching and/or legacy , in a sense . I use this   information to develop different strategies to try and find a way that works for them to   gain more independence in the areas they find lacking in their lives . 

 Application : 

 Have you seen this Guinness marketing video ? A significant change in the 

 Guinness marketing strategy we believe . The strategy is using simple storytelling to   gain our attention . Refreshing . Let ’s examine this video and strategy and what   contributes to their strengths and weaknesses . We want to evaluate if it has the ability   to influence and persuade with its storytelling . Everyone hates TV commercials , and   this is a well - known fact amongst the people who make TV commercials . Fortunately ,   a few brands and ad agencies are turning things around with genuine , heartfelt   storytelling marketing . Guinness is trying to become one of these brands . 

 Insight and Approach : 

 As you can see , this Guinness ad veers away from the clichéd beer model and 

 creates its own : beer - drinking , manly men that can be both strong and sensitive . It   also creates an impactful and unique message promoting qualities like dedication ,   loyalty and friendship : Guinness is no stranger to effective video marketing . This new   video reached three million views within four days of online release . A simple plot ; a   game of wheelchair basketball followed by a pint of Guinness . The twist is that only   one of the men in the group is an actual wheelchair user — the rest , it seems , are his   friends who are playing wheelchair basketball so that they can all play together . 

 Guinness flips the switch by presenting a group of athletic , beer - drinking men 

 who are defined as much by their kindness as their physical strength . ” 

 The reason I admire this story so much is simple : it ’s different , thoughtful and 

 has an unexpected ending . While many beer advertisements rely on slapstick humor ,   an overkill of masculinity and a simple message , “ drink our beer , ” this one takes a   different approach . It is both effective and creative . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge and Selection : 

 Storytelling is used in design as a technique to get insight into users , build empathy   and access them emotionally . With stories , designers speak via Aristotle ’s points of   plot , character , theme , diction , melody , décor and spectacle to increase the appeal   of what they offer and provide a solid understanding of the users . As we learn about   our world through metaphors , not bullet - point specifications , storytelling is the best   way to relate to audiences . Effective storytelling means going beyond getting users   emotionally invested , to keeping them engaged after their experiences , too , so they   attach more meaning to our products / services . Brands do this — building an “ auxiliary   product ” of an experience to advertise their goods and idealized lifestyles . When I   work with seniors , we share stories for different reasons . Often they 're lonely and are   so happy to share stories of their lives with me to connect and they find meaning in   sharing these experiences as a form of teaching and/or legacy , in a sense . I use this   information to develop different strategies to try and find a way that works for them to   gain more independence in the areas they find lacking in their lives . 

 Application : 

 Have you seen this Guinness marketing video ? A significant change in the 

 Guinness marketing strategy we believe . The strategy is using simple storytelling to   gain our attention . Refreshing . Let ’s examine this video and strategy and what   contributes to their strengths and weaknesses . We want to evaluate if it has the ability   to influence and persuade with its storytelling . Everyone hates TV commercials , and   this is a well - known fact amongst the people who make TV commercials . Fortunately ,   a few brands and ad agencies are turning things around with genuine , heartfelt   storytelling marketing . Guinness is trying to become one of these brands . 

 Insight and Approach : 

 As you can see , this Guinness ad veers away from the clichéd beer model and 

 creates its own : beer - drinking , manly men that can be both strong and sensitive . It   also creates an impactful and unique message promoting qualities like dedication ,   loyalty and friendship : Guinness is no stranger to effective video marketing . This new   video reached three million views within four days of online release . A simple plot ; a   game of wheelchair basketball followed by a pint of Guinness . The twist is that only   one of the men in the group is an actual wheelchair user — the rest , it seems , are his   friends who are playing wheelchair basketball so that they can all play together . 

 Guinness flips the switch by presenting a group of athletic , beer - drinking men 

 who are defined as much by their kindness as their physical strength . ” 

 The reason I admire this story so much is simple : it ’s different , thoughtful and 

 has an unexpected ending . While many beer advertisements rely on slapstick humor ,   an overkill of masculinity and a simple message , “ drink our beer , ” this one takes a   different approach . It is both effective and creative .
### Output: 