This honest and now historic slogan was conceived in 1993 by advertising maker Martijn Horvath. Why (h) honest? Because Horvath allows the negative image of the tax authorities to be followed by a positive element. Now this example shows how by naming the weakness you work on your credibility, after which an advantage immediately gains more value in the unconscious brain. At the same time, this example from the Tax Authorities does not contain the word but. But… in slogans A slogan that does contain the word is one from the advertising agency PPGH/JWT for the soft drink brand Rivella : ‘A bit strange, but tasty.

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Because fair is fair: a pure natural product from milk, transformed into a sparkling golden-yellow refreshment, that took some getting used to Romania Phone Number the Dutch consumer. Under the leadership of this slogan, the Swiss stuff conquered territory in the Netherlands. For many years (1967-1995) one of the slogans of fast food chain McDonald’s in Mexico was : ‘No son tacos, pero está bastante bueno.’ (It’s not tacos, but it’s pretty good.) Finally, the Volkswagen commercial from 1969, at the time of the Apollo moon landings. The unconventional designs of Volkswagen were sometimes under fire at the time.

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So Bill Bernbach , the American creative director for advertising, used this to advantage with the slogan “It’s ugly but it gets you there” (pdf). And then only the black and white image of a lunar lander . Do you see what’s happening? Or rather: do you feel what is happening? By starting with a weakness, credibility is immediately created and thus trust. Immediately after the planting of that feeling, that emotion, the content of the message for ‘but’ is forgotten. The but eraser does its job well. And the but enchanger too, by the way, because more value is attached to the second part of the sentence. The message after the jack. ‘But it gets you there’. But… spot the differences

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