Friday, December 26, 2014

The Poison Parasite Defense



Robert Cialdini of Arizona State University discovered that a new way to counter and dilute a competitor’s message is by creating ads that offer opposing arguments embedded in visuals that link to the original ads being countered. An example is a successful antismoking campaign that featured mock “Marlboro Man” ads depicting macho cowboys on horses in the same rugged outdoor settings as the original ads; however, in the mock ads, the cowboys are coughing and showing other signs of ill health associated with smoking, thus triggering this new highly negative association with Marlboro.

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    Robert Cialdini of Arizona State University discovered that a new way to counter and dilute a competitor’s message is by creating ads that offer opposing arguments embedded in visuals that link to the original ads being countered. An example is a successful antismoking campaign that featured mock “Marlboro Man” ads depicting macho cowboys on horses in the same rugged outdoor settings as the original ads; however, in the mock ads, the cowboys are coughing and showing other signs of ill health associated with smoking, thus triggering this new highly negative association with Marlboro.
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