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Posted October 4, 2002
20 very different Ads but all have the same purpose¿
I usually don't like books about advertising but this one was interesting because it allowed you to easily see a common objective in all of them. OK, yes the real objective is to sell lots of hamburgers, jeans, soda, mortgages and whatever else but what message are they all selling. Analyze all of them. What do you see? If you answered happiness or fulfillment you get the prize. 20 very different Ads but all have the same purpose and that is to sell happiness. The book demonstrates succinctly that the best ads show the consumer that using the product will somehow make them happy. Of course the methods differ but the end result always boils down to happiness. The interesting thing is that the possibility for happiness is usually always through improvement. You will be safer, richer, cuter, faster, taller, calmer, thinner, sexier, cooler, smarter, smell nicer or just have a better life for the sole purpose of making you miserable? No way. For the sole purpose of making you feel happy. Remember that the next time you see an ad.
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