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RICK ASTER’S WORLD

Bad Ideas in Advertising

In theory, advertising is supposed to emphasize the best qualities of a company and its products. In practice, however, advertising tends to bring out whatever is on the collective mind of a company, whether it’s good or not. Every now and then, an advertising campaign resonates far more strongly with the bad qualities or disadvantages of a product than with any good qualities or advantages of the product.

I’ve listed some recent examples of bad ideas in advertising below. Do advertisers release these messages because they’re too close to their products to recognize the obvious problems — or is it some kind of subconscious psychological effect that tells you what they are really thinking? You decide!


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