In The Tipping Point, Malcolm Gladwell, uses many examples in order to support his factual information and also uses many rhetorical questions to capture his readers attention when discussing the "Three Rules of Epidemics" for what brings an object to its "tipping point" or "magic moment when an idea, trend or social behavior crosses a threshold, tips, and spreads like wildfire."Gladwell is less about using diction, and more about factual information and statistics. The first rule of epidemics is "The Law of The Few," meaning things are spread around more by word of mouth rather then by people "showing up to a movie blind with no expectations, or a restraunt with no recomendation." More times then not people are influenced by outside factors before deciding to do something themselves. The second Rule of Epidemics is the "Stickiness Factor." When an advertisement provides a "stickiness" or an inability to forget, it has you thinking about it constantly thus making you want to purchase the item or do whatever the advertisement is telling you to do. Gladwell explains this factor by giving an example of the Winston Cigarettes jingle. One simple slogan had people all over buying their cigarettes and soon enough it became the number one cigeratte company in the world. Lastly, there is the "Power of Context." Gladwell explains this epidemic by rhetorically asking the reader "How does one explain certain exceptional figures like Gandhi and Mandela who were subject to the most brutal and atrocious conditions yet immerged seemingly uncorrupted?" He simply states that "The essence of the Power of Context is that our inner states are the result of our outer circumstances."