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Inside Her Pretty Little Head by Philippa Roberts, Jane Cunningham

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Involvement over entertainment and stories over conceits

This next point comes directly out of the previous discussion on empathetic communication, but relates in particular to advertising, and most usually to TV advertising.

The advertising development model, as you know, is essentially a reductive one: all the pertinent facts, audience understanding and marketing context are boiled down on to one bit of paper, which is then reduced further to arrive at a single-sentence proposition. This is the one point the TV advertising will make. The point is then taken and sexed back up to make it arresting and entertaining. A proposition about taste becomes an idea about ‘it’s so tasty you won’t want to share it’; a proposition about a driving experience ...

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