The first may be described as the reminder role, in which advertising acts as a memory jogger, reminding people of what they may have forgotten. ‘Don't forget the x, y or z!’ is a common theme, but there is also a more subtle interpretation of the reminder role and that is to tap a more complex and deeply rooted set of beliefs and feelings, that have become submerged or superceded. A good example of a campaign designed to do this is the current campaign for bread.
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