| A | B |
|---|
| Gives simple, direct information | Information |
| By using the product, you will be one who has climbed the ladder of success | Status |
| Use if you want more friends who like you better | Peer Approval |
| Use to show that you are the kind of person who enjoys the "good things" of life | Good Taste |
| Designed to entertain, rather than provied information | Entertainment |
| If you use it, you'll be able to do everything your favorite singer or sports figure does | Hero Endorsement |
| Use it and the opposite sex will fight over your charms | Sexual attraction |
| If you use it, people will know you are sensible and are not "taken in" by the ad | Intelligence |
| Everybody else uses it - why don't you? | Join the Gang |
