In Chapter 7, the power of advertising and its effects are discussed. Advertising is most effective when it fights emotions with emotion. For example, the chapter discusses how a soda pop commercial will play to "people's emotions, trying to associate feelings of excitement, youth, energy, and sexual attractiveness with the brand" (pg. 200) rather than state the monotonous facts about the actual soda product. A good example of this was with Pepsi and how it used Britney Spears to advertise its product. Britney Spears created a more sexy and youthful approach to the product. She made Pepsi popular, attracted many customers to want the product, and mimicked a new way of life and fun consumers could have if they too drank Pepsi. I have pasted the youtube link to the commercial below.
http://www.youtube.com/watch?v=sjVy7TOgCnU&feature=related
Melissa Karson
A08096719
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