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Inside Her Pretty Little Head by Philippa Roberts, Jane Cunningham

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Competitive claims framed through product advantage

There are myriad brands that tempt their masculine audience with claims of enhancing their performance through product advantage. There is a serious point to the masculine obsession with ‘boys’ toys’. The faster Internet connection, the bigger car engine, the phone with worldwide, not just European, access – all attract the masculine audience by offering the all-important status symbols and promising success in the everyday matter of progressing and winning.

The next time you’re in an airport, have a look at the advertising dotted around the lounge. There is a reason they all feature square-jawed power brokers, talking about how this or that gadget helps them succeed. And it is not just confined ...

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