| A | B |
|---|
| ENTERTAINMENT | remember the product by association with something you enjoy |
| INDEPENDENCE | You buy products because YOU want to. You think & act for yourself & don't care what the rest of the world thinks |
| INFORMATION | Ads that give simple, direct information |
| GOOD TASTE | You enjoy the "finer" things in life. You're really "cool" and relaxed about yourself. |
| HERO ENDORSEMENT | If you use the product, you will become more like the well-known person who endorses it. |
| JOIN THE GANG | Everybody else is using the product, so why don't you? |
| INTELLIGENCE | This approach suggests that if you use the product, you are sensible and able to avoid advertising gimmicks. |
| STATUS | If you use the product, you will be one of those who "made it" and climbed the ladder of success. |
| SEXUAL ATTRACTION | Members of the opposite sex will fight over your charms. |
| DANGLING COMPARATIVES | Makes you 100% healthier (healthier than what?) |
| APPROVAL | If you want more friends who like you better, and you want to have more fun, then use this product. |
