Menkes attracts her audience by addressing an important factor in increasing profits by changing marketing skills. But his vocabulary distracts a potential person interested in this tactic. It tries to create a visual effect but it's not enough. He also makes several hasty generalizations about how he views the Millennial generation similarly when describing them to an "empowered generation." And on several occasions Menkes uses the choice of words in describing as subtle, discreet, elegant and intelligent. Which in a way makes companies feel appreciated and makes them think that the author might be right. And also use logos to show the percentage and age of how each generation will be affected by these changes. His tone is mainly one of excitement towards the presentation of this change that could affect the public. But his diction and tone are also direct and persuasive, giving his statements a sense of affirmation. But you also create stereotypes and make a non sequitur about Millennials when you assume that all Millennials will interact with this new plan of