This type of skill, when done well, can move cultures into action, inspiring and motivating change, and of course, generating high levels of sales.
The consumer is now driven by associating with the ideologies of a brand as much as the need for the product. A good example of this is ’Just do it’ from Nike, three words that express and connect to the receiver with such impact as to sweep away all the obstacles to the goals of a receiver, clearing the way for them to meet their own expectations of themselves. Another good example of this is ’Coke adds life’, suggesting that by drinking the soft drink the individual is suddenly part of a culture that has a higher level of life within their experience. Therefore, as shown, three words when written to associate a product with an ideology requires a great deal of creativity in injecting into the population a concept with the hope it will be embraced in order to inspire change.
The effect that the media will have on the masses is determined by the way in which the writing connects to the receiver. The receiver, in this case, is the more powerful factor in the relationships because he or she has the power to receive the information and use it in the way that it is perceived and experienced. Hypodermic Needle Model of Communication.
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