If it were truly voluntary, they wouldn't need to create ad campaigns to sell you on it.
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I.e. most of the effect of advertising is to tell people who have some inclination to do something that there is an opportunity to do something That's like 97% of it, the rest of it is bullshit that advertising professionals wax poetic about to scam their clients
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I.e. the stuff every client (including gigantic clients like the government) wants to hear about is "subliminal" stuff, magic stuff -- "Can I create an unconscious association between my brand of beer and the concept of sex with attractive women?" But there's no data backing it
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Ppl forget that the Old Spice commercials with Isaiah Mustafa that everybody loved were specifically for Old Spice's _body wash_ product, and despite everybody's love for the commercials themselves, the sales weren't boosted significantly But OTHER Old Spice products sold better
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So rather than give up on making the ads they just expanded the purview of the Mustafa (and Terry Crews) spots to the family of Old Spice-branded products as a whole The tail literally wagged the dog, the commercials drove their own purpose
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As far as the military goes, something like 60% of recruits have a close relative already in the military. So most of the "advertising" is just family tradition.
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But they're also bleeding enrollment. They're desperate to do anything they can to increase numbers and have been for quite awhile.
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