You've seen it in hundreds of commercials and on all types of clothing— shirts, jackets, and hats. If s an oversized check mark, a smoker's pipe that juts outward, a “curvy, speedy-looking blur” (Hartley, 2000). Take a look below. It's the Nike Swoosh, the symbol of Nike products, promoted by celebrity athletes from Michael Jordan to Tiger Woods, an emblem of Nike's television advertising campaigns, and, to many, the embodiment of speed, grace, mobility, and cool. It's a major reason why Nike is the major player in the sneaker market, and a testament to the success of commercial advertising (Goldman & Papson, 1996).
Advertising. That's a topic we know something about, though if you asked, we would probably politely suggest that it's everyone else who's influenced. Yet if each of us is immune to advertising's impact, how come so many people can correctly match these slogans with the advertised products?
Less filling, tastes great.
Obey your thirst.
Good to the last drop.
We love to see you smile.
Where's the beef?
Like a rock.
Do the Dew.
Answer: Budweiser; Miller Lite; Sprite; Maxwell House coffee; McDonald's; Wendy's; Chevy trucks; Mountain Dew.
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Publication information: Book title: The Dynamics of Persuasion: Communication and Attitudes in the 21st Century. Edition: 2nd. Contributors: Richard M. Perloff - Author. Publisher: Lawrence Erlbaum Associates. Place of publication: Mahwah, NJ. Publication year: 2003. Page number: 273.
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