Monday, August 04, 2008

Getting cozy with Mack's earplugs

A recent ad in Newsweek visually touts a sex-related benefit of earplugs: Earplugs bring you "together." "Mack's Earplugs saved our marriage." Hence the appeal, "by this, get this..." Jacque Lambiase and I have been writing about the use of sex as a brand promise. When using this approach, only about 20% of the time do advertisers explicit state that sex is an outcome. More often, like in the Mack's ad, they use an interplay between headline and visual to get the meaning across. Using sex to sell audio inhibitors is an original. If you've seen something similar, us know.

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