"... all effective [advertisement] has to limit itself only to a very few points and to use them like slogans until even the very last man is able to imagine what is intended by such a word." - Adolf Hitler
Separating true from false is increasingly difficult.
The media is a powerful tool to spread false information. There are places, however, dedicated to pointing out that false information impartially. The very best of these is
FactCheck.org. Visit the website and discover what distortions are being spread by special interests this week.
Here you can explore the step by step creation of the classic 1952 "Eisenhower Discovers America" campaign. The step by step process is the same as used today.
As the Advertising Age article on Outpost.com noted, the company moved from the hard sell of its original campaign to a USP based approach - "free shipping".
The product below has a USP - claiming a benefit from magnets. There is no scientific evidence associating magnetism with foot comfort, but the lack of "proof" doesn't stop the company from making the claim.
The opposite of the USP is the fact bombardment. The idea is not for the consumer to remember any single detail, but to be favorably impressed by the volume of details.
The Yamaha ad to the right bombards you with facts. But is your "information processing" ability overwhelmed with details?
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