2. Sounds of words Which name would be a larger and more powerful car, a ___ Bromley, or ___ Brimley? See the next slide for the answer. Adapted from AdPrin.com 2
3. Bromley is selected by most people “The letter r appears to me to be the general instrument expressing all motion.” (Plato) Tipper et al. (1921) said that advertisers should use words where the sounds supported the message. Specific guidelines are provided on pages 194-5 of Persuasive Advertising. Evidence These guidelines are developed by Klink (2001) in a study in which he asked 265 subjects to evaluate fictitious brand names. Evidence from Yorkston and Menon (2004) in a series of studies where they presented two brands of ice cream named Frish and Frosh and had subjects sample each (which were identical). Intentions were higher for Frosh.
4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, use sounds that fit with the product or service you provide. Adapted from AdPrin.com
