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L5 (Communication process (Source (encodes message) (Need to be…

- - - - e.g. branded aspirin vs home-brand before big exam
- - - - Attention and encoding: Attention critical for receiving and encoding
    - - Use product package design: Visual modality --> cute/beautiful is sales increasing e.g. vespa
    - - Use multiple modalities: e.g. logo comes with a tagline
- - - - Creation of identity
      - Feminist, strong female made it in business
      - From rags to riches
      - Love to husband
      - Powerful animations and images
      - 1% criticism: with regards to all brands which target the one percent
      - Product placement
      - Hope
        
        Suggest possibilities in the prodcuts
        
        Suggest possibilities in the person
        
        Enhance yearning
        
        High order goals
        
        achievement, accomplishments
        
        Link with ideal others
        
        Oprah, justin bieber
        
        Link with ideal past or future self
        
        Diet, capabilities