presentation of simple, direct information
associates product use with those who have status, who are successful, and who enjoy and understand "the fine things in life"
associates produce use with friendship/acceptance
associates use of produce with a well-known person
associates use of product with increased sexual appeal
associates product with entertainment and feelings of enjoyment
associates product with smart people who can't be fooled by gimmicks
associates product with people who can think and act for themselves
use of phrases such as "works better in poor driving conditions!" works better than what?