PSY274H5 Lecture Notes - Lecture 8: Edsel, Grug, Snapple
Document Summary
Used to build associations like for brands. Language used to communicate thing about products. How the persuade and how they say things. What things are advertised fast food, cars, pharmaceutical products, insurance. Companies are trying to give a halo warm feeling towards their brand in general. Focus on a subset of positive qualities/characteristics, apple stressed innovation good. Many strategies companies use a long term strategy, repeated instances of a particular associations, build up the association of safety by making it a constant association. Made up the name snapple why not grug, why not that sound pattern. When coming up with names they have a matching process and the sounds and what it can do. Acoustic sound like what they refer to, resembles the acoustic character of the event, not many brand names with this type of iconicity. Vowel sounds bleef vs blawf, bleef for the smaller object.
