Simplicity
Simplicity refers to those words and images which emphasize the ease or uncomplicated aspects of a product or service. The stress here is on being easy, effortless, not only in buying the product, but also in using and maintaining it. Some product-centered ads stress the positive aspects of time-saving and labor-saving devices. Other audience-centered ads, because our society still has some beliefs about the virtues of hard work and overcoming difficulties, "give permission" for some people to reward themselves with such ease and comfort ("You deserve a break today..."). Product-centered ads make claims and promises to stress the good qualities of the product: explicitly said in words, or implicitly suggested using words and images. |
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