Coya
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ikim
edia
Com
mon
s / C
C-BY
-SA-
3.0
Advertising IIMEDIA, POWER AND
CULTURE
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Slogans you know• Just do it: Nike (1988)• I’m lovin’ it: McDonald’s (2003)• Eat fresh: Subway (2001)• Taste the rainbow: Skittles (1994)• Gives you wings: Red Bull (~1998)• Snap! Crackle! Pop! Rice Krispies
(1933)• Finger-lickin’ good: KFC (1956)
MODES OF PERSUASION
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Recognition• Commercial builds awareness
INADEQUACY
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Fear of missing out• Product shown as key to excitement
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Keeping up with the Joneses
• Plays on jealousy or envy
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False ideals• Product shown in unrealistic uses
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Unknown needs• Product shown to fill previously
unrecognized need
INCLUSION
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Companionship• Product shown as element of
friendship
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Be like Mike• Celebrity endorsement or proximity
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Membership• Product touted as used by a select
group
HELP
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Savings• Purchasing product linked to lower
costs
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Improvements• Product claimed to be better, or just
newer, than something else
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Primal urges• Commercial bluntly appeals to
hunger or strong emotions