to smoke with her support for the women’s
liberation movement. Even feminist Ruth
Hale said, “Women! Light another torch
of freedom! Fight another sex taboo!”
Cigarette sales skyrocketed.
Fast Forward
Faced with the brief by George Hill,
Bernays in the 21st century would have
summoned the largest advertising, digital
and PR agency for a boardroom brief. The
challenge would be breaking the existing
taboo by feminizing smoking. I bet the
outcome will be a pink cigarette, or a
feminine design, perhaps some flowers or
red love hearts. Perhaps a reduced size of
cigarette to differentiate it from the man
size, easier to hold and more comfortable.
This would ideally not make the problem
go away. Women would still not buy
it because the taboo wall has not been
broken.
It is easier for us to adopt rational
approaches when selling and advertising.
We sell benefits, we sell facts, testimonials
14 MAL23/18 ISSUE
It is easier for us to adopt rational approaches
when selling and advertising. We sell benefits,
we sell facts, testimonials etc to appeal to emo-
tion. Unfortunately, for most of us, this must
be done through advertising on high rotation at
prime time coupled with boosted social media
posts and with a long-term evaluation approach.
Persuasion can be a more effective approach,
especially when driven by public relations.
etc to appeal to emotion. Unfortunately,
for most of us, this must be done through
advertising on high rotation at prime
time coupled with boosted social media
posts and with a long-term evaluation
approach. Persuasion can be a more
effective approach, especially when driven
by public relations. Suggest to your
customer what they should be.
Many brands have been successful in
doing this. L’Oreal in 2009 broke the
internet with their slogan depicting
entitlement ‘Because you’re worth it.’
Parody’s and memes flooded the internet
and everyone got on the ride.
The iconic tagline ‘A Diamond Is Forever’
was written for De Beers by copywriter
Frances Gerety at Philadelphia agency
NW Ayer in 1947 to boost the sales
of diamonds which had fallen during