Why Ads Work: The Power of Self-Deception

Why Ads Work: The Power of Self-Deception

Downloadable Video - 2016
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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..
Publisher: [San Francisco, California, USA] :, Kanopy Streaming,, 2016
Learning Seed,, 1996
Characteristics: 1 online resource (streaming video file) (23 minutes): digital, .flv file, sound
Additional Contributors: Kanopy (Firm)
Learning Seed (Firm)


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