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By saying he doesn’t want to make the ad a “literal delivery of a benefit” Spade

means that he doesn’t want to show in the ad what everyone is already going to know, that it
will be low fares and it’ll be cheaper to travel than other airlines. He is trying to avoid this
because everyone else is probably already doing so and he wants the Song ad to stand out, to
communicate with the consumer something much more than just cheap fares.

2. Studying cults is useful because it gives them an idea of what made regular people so
devoted to that cult. Same with consumers, it’ll give them an idea of what makes them so
devoted to a certain brand or product. And this is because, “They need to belong and want to
make meaning… and need the company of others” so both cults and ads make people want to
belong somewhere and wherever they feel they belong they'll devote themselves to that.

3. According to Rapaille since we are able to understand a word as a child, we make a

mental connection. That is where we acquire the definition and that’s where we associate
ourselves with that word. He says every word has a mental highway and calls that an
unconscious code in the brain. So if you are able to figure that code out you'll be successful
with touching people through ads in emotional ways.

4. Rapaille finds the “reptilian” mind more important when trying to persuade people
because to him he is reaching to the humans primal urges and those primal urges cause people
to take action right away. He calls his theory “the reptilian hot button” in which he explains that
people will not care about intellectuality, they’ll just want the reptilian because they always
win. Which to me means that they won’t care about what the ad has to say as long as they
want it they won’t listen to anything else because of their primal urges.

5. Both Rapaille and Luntz are speaking about how to approach a situation. Rapaille by
saying the cheese is dead and then using that same saying and portraying the refrigerator as
the casket he is giving ads a way to portray cheese although dead and still be able to sell it.
Luntz on the other hand approaches a situation by hearing people out. Hearing out certain
words and if he has to change some in order to portray the message. Like with the estate tax,
he swapped out the word for death tax, that motivated more people than the other word was
doing. Both are just saying that you have to be able to know how to sway people even if you
have to approach a situation a different way than what you are already doing.