Advertising Principles - Evidence-based principles

3.4.1 – Lead people to think about their standards – Insurance “Orphan Asylum” – Supports

3.4.1c

“They said father didn’t keep his life insurance paid up.”

Note: Ads employing guilt should avoid scolding the target market. Guilt should be raised in a gentle and tactful manner; otherwise, feelings of anger and annoyance might replace guilt. A 1926 print ad by Prudential Insurance ad failed the test. It showed a small boy explaining to a woman in an orphanage, “They said father didn’t keep his life insurance paid up.”


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