Mano, Keith
April 1978
National Review;4/14/1978, Vol. 30 Issue 15, p481
The article comments on how the advertising industry capitalizes and earns money from Americans' fear of becoming malodorous. According to advertising expert Jerry Della Femina, most of good advertising concepts come from people's fear of being embarrassed. The success of the product Ty-D-Bol illustrates how a product may prey on consumers' fear of bad smell. The advertisements are accused of depicting people as childish or foolish. A commercial for Meow Mix Co. with the singing cat is the highest scoring commercial in the history of Burke Recall.


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