Why Ads Work: The Power of Self-Deception.
The most important words in advertising are the ones you don't see or hear. Why Ads Work proposes that ads rarely lie, they merely allow plenty of room for self-deception. Ads use humor, drama, and entertainment because people being humored and entertained are not critical - they "suspend...
| Corporate Authors: | , |
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| Format: | Video |
| Language: | English |
| Language Notes: | In english |
| Published: |
[San Francisco, California, USA] :
Learning Seed,
1996.
Kanopy Streaming, 2016. |
| Subjects: | |
| Online Access: | Connect to this streaming video |
| Summary: | The most important words in advertising are the ones you don't see or hear. Why Ads Work proposes that ads rarely lie, they merely allow plenty of room for self-deception. Ads use humor, drama, and entertainment because people being humored and entertained are not critical - they "suspend their disbelief." In short, they become the perfect consumer.. Why Ads Work will help your students reclaim their critical powers. Think of this video as a re-training of listening and reading skills. The technique is to focus on claims made by ads - the actual selling part that "claims" some benefits or value for the product.. Learn:. • How claims are devalued by small words or phrases such as up to, as much as, from, can, or fights. These phrases can completely change the meaning of a claim, yet most listeners fail to hear them. They see "works to fight wrinkles," but hear "prevents wrinkles.". • When "best" means "better" and "better" means "best". Why so many products can claim to be the best, the strongest, the most powerful, etc.. • The meaning of puffery and the difference between facts and opinions.. • The "magic" of Water is Wet claims. These are claims true for all brands but phrased in such a way as to make it sound unique and exciting.. |
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| Item Description: | Title from title frames. Film Electronic resource. |
| Physical Description: | 1 online resource (streaming video file) (23 minutes): digital, .flv file, sound |
| Playing Time: | 00:22:15 |
| Format: | Mode of access: World Wide Web. |