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Why we buy what we buy - Richard Shotton
Uncensored CMO
The Future of Advertising
The more messages you put into an advert the less anything's remembered sort of thing so that there's a general principle advertising keep it simple is kind of like rule number one isn't it? Yeah absolutely one of the areas in this I did this after the choice factory so doesn't feature in choice factory but this is lovely idea by a psychologist at Lafayette College called Matthew McGlone and he's come up with the futuristic the idea that rhyming phrases are more believable than non-rhyming phrases. It was about 30% of print ads in the 70s the strap line rhymed down to about five percent in the last because actually you're saying I cannot think of a rhyme I
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