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Guilt
Background Information
Martin Lindstrom noticed in this article that guilt is the most puritanical among all our emotions that became an emotional consumer pandemic in the 21st century. People are easily influenced by messages that make them feel guilty. Many nonprofit organizations use this trigger in their advertising campaigns. They can be very effective and don’t have a negative thing. The Sears Craftsman is a good example.
Technique Used
Activate Emotion
This is propaganda because
The message of guilt positions the brand as the solution to current consumers’ issues.
Source
Martin Lindstrom
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