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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"

peer approval

associates produce use with friendship/acceptance

hero endorsement

associates use of produce with a well-known person

romantic/sexual attraction

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

unfinished comparison

use of phrases such as "works better in poor driving conditions!" works better than what?

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