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 small words or phrases can completely change the meaning of a claim, yet most listeners fail to hear them. The words say "works to fight wrinkles," but audiences hear "prevents wrinkles."
- When "best" means "better" and "better" means "best." Why so many products can claim to be the best, the strongest, or the most powerful.
- 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.
