Advertising Principles - Evidence-based principles

5.1.3 - When customers might resist traditional appeals, surprise them with an unusual approach – Volvo 740 - Complies

The text says, “That’s me, lying rather nervously under the new Volvo 740. For years I’ve been writing in advertisements that each spot weld in a Volvo is strong enough to support the weight of the entire car. Someone decided I should put my body where my mouth is. So we suspended the car and I crawled underneath. Of course the Volvo lived up to its reputation and I lived to tell the tale. . .”

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