Make your value prop personal, and make it clear in the ad. This ad is specifically targeting the fact that you can flip a switch and turn your computers camera off (no need for those tiny, attachable shades anymore), which means you can be anywhere with your computer but no one can see you. Bennet Murdock used a basic free recall paradigm, with different types of lists, mixing auditorally and visually presented words. urge Use of evaluative language, e.g. (1967), "Recognition Memory for Words, Sentences and Pictures," Journal of Verbal Learning and Verbal Behavior, 6(1), 156-163. Persuasive ads can feel like they need a lot of production and effort. But not all persuasive ads are created equally, and not all of them lead to delightful surprises. Alwitt, L. and A. Mitchell (eds.) It works because it gave Lyft an opportunity to show their support for their own employees. This might be approached by (1) controlling for content differences by creating content redundant audio and visual messages, or (2) manipulating content redundancy as an independent factor in studies with dual channel, audio-visual messages. Step 4: Development of Redundant Copy The verbal information obtained in step 2 and step 3 was then used to write a 30 second audio text for each commercial, on a slide by slide basis. However, few studies have applied these findings to advertising messages; fewer still have examined picture-word differences on memory within the television medium. Only one commercial (Black Magic) had to be altered at this stage (to eliminate a white rose dissolve that elicited multiple interpretations). Get equipped and inspired to make meaningful change in society through your marketing efforts. You can simply listen to it on your commute (NPR, youve got competition). The results of the analyses of variance are presented in Table 2, along with the means for each Modality condition by commercial seen or heard. Relatablecontent at its best: Who hasnt hit the snooze button and mumbled, just five more minutes? The text attempted to faithfully incorporate not only the ideas expressed by subjects re each slide, but the language style and vocabulary as well. Can also be humorous if used in mundane settings. A consistent finding in the literature is the "picture superiority effect", the ability of pictures to be remembered more easily and for a greater length of - time than their verbal counterparts (Childers & Houston, 1984; Shepard, 1967; Paivio, 1971). The modality effect is a term used in experimental psychology, most often in the fields dealing with memory and learning, to refer to how learner performance depends on the presentation mode of studied items. Let your competitors detractors be your best advocates. Be brutally simpleand glorify that simplicity. Findings from an experiment comparing a picture-only message with its verbal-only analog provide support for the "picture-superiority effect" on memory within the television medium. Unfortunately, the copy developed ran to 140-150 words per ad, while a typical 30 second commercial may have 90-110 words. must, can Use of action verbs, e.g. Show your audience that your product will not better their life, but will also better their bank account. Approximately 50 subjects participated in each of the four presentations. It was also decided to eliminate the Catelli commercial at this point, because of its overall visual complexity and because the research called for only three commercials. I might leave early today. This suggests that there may be synergies created when meaning overlap is present across modes. Selection of the "best" take for each ad was subjective, but made by a group of professional creatives. Childers, T.L and MJ. Music in advertising's possible effects on audience moods may thus complicate the effects of "simple" conditioning by the music. The audio and video tracks for each commercial (three) were taped separately, so that subjects could be exposed to each modality alone. It was felt that since later analyses would require collapsing responses across products/ads for each condition, any significant differences found among the four ads on such things as comprehensibility might obscure the effects of the modality manipulations. are polluting Use of conjunctions to show cause and effect, e.g. The general tone of the finished commercials was favorable to the products, simply stated/depicted, and presented factual information to provide claims for subjects to recall/recognize. Two food-related ads? Pick the one that you think best applies (this product broke/is too expensive/doesnt work!) Several 5-point scales were therefore administered to measure subjects' subjective responses to the overall commercial (boring-interesting, attention getting-not attention getting, sad-funny, likeable- not likeable, confusing-not confusing). Using these commercial stimuli, findings from an experiment designed to examine the effects of modality on memory are then described. [4], Some studies use the term modality to refer to a general difference in performance based upon the mode of presentation. Everyone loves sleep. The study examined whether the modality effect is caused by either high visuo-spatial load or a lack of temporal contiguity when processing written text and pictures. Please read our Comment Policy before commenting. Modal verbs give the reader information about the degree of obligation or certainty involved in the action. . When working with each text, discuss with students the purpose and intended audience of the text. Journal of Speech and Hearing Disorders, 47, 189-193. toxic waste, food chain, sewage Use of saying verbs, e.g. Only by controlling for or manipulating message content can treatment effects be attributed to differences in modality. Subsequently, primary data were collected on the remaining set to determine which commercials met the other selection criteria. Professional creative assistance was obtained to determine the type of voice required to match the mood conveyed by the video track of each ad, and to determine inflection, tonality, and voice speed. At this point, the Neo Citran ad remained somewhat problematic. Im a big fan of the line, Wherever you join us, The Palm will always feel like home. The Palm has three locations in New York (and one in JFK airport). Certain message elements remained the same in all treatment conditions, across all commercials: (1) the manufacturer's name was mentioned in the audio component of the ad, once in the first five seconds and again in the last five seconds; (2) the package shot, with the brand name, was shown in the visual component of the ad - - once each at the beginning and closing of the ad, and several times in the middle; and (3) temporal position of the brand name mentions coincided with that of the visual package/brand name shots. while loading notifications, Error while Park and Young (1986) extended this work by examining the impact of music vs. no music on attitude toward the brand, the ad, and behavioral intention under conditions of high cognitive, high affective, and low . 13 of the Most Persuasive Ads Weve Ever Seen, 11 Reasons Your Google Ads Arent Showing, 21 Facebook Advertising Tips to Try Right Now, 120 of the Best Marketing Words and Phrases, 15 Insanely Effective Sales Promotion Examples, The Comprehensive Guide to Online Advertising Costs, The Last Guide to Account Structure Youll Ever Need, 120 Best Words and Phrases for Marketing with Emotion, The Most Popular Keywords in 100+ Industries, 9 Things We Learned from Analyzing 600+ Google Ads, Always-Updated Online Advertising Benchmarks. T-tests were used to test for differences in believability, ease of understanding and relative importance of attributes between audio and visual messages, within each ad. Step 5: Further Tests for Content Redundancy. The modality effect in immediate recall refers to superior recall of the last few items within lists presented in spoken as opposed to printed form. Persuasion can be used in almost any of your marketing campaignacross television, digital, print, audio, billboards, even PPC. A correlated t-test was used because all data were within subject data. Schmalensee, D.H. (1983), "Today's Top Priority Advertising Research Questions," Journal of Advertising Research, 23(2), 49-60. Okay, I know youre thinking, Really? Subjects were allowed to view each slide for three minutes, during which time they were asked to write down everything that was happening in each slide, including their interpretation of what the manufacturer was trying to tell them about the product. High modality shows a high degree of these. Define problem.. Subjects were allowed to view each slide for three minutes, during which time they were asked to write down everything that was happening in each slide, including their interpretation of what the manufacturer was trying to tell them about the product. We recognise the Ongoing Custodians of the lands and waterways where we work and live. The other five questions were either administered aurally on tape (audio condition) or visually as a slide presentation (visual condition). Very few differences in the number/content of copy claims mentioned were found between audio and visual messages for any of the ads [with the exception of the expected differences in messages conveyed by each modality - - manufacturer's name and package/product size/color/shape, which were only mentioned in the audio or video tracks, respectively]. Error Houston (1984), "Conditions for a Picture Superiority Effect on Consumer Memory," Journal of Consumer Research, 11(2), 643454. Modality in general is defined similarly in many reference books. The methodology developed for accomplishing this was adapted from Edell & Staelin (1983) and Baggett & Ehrenfeucht (1982). LOCALiQ provides the platform, technology, and services you need to reach your biggest goals. The answers will be quite individual. Shepard, R.N. 1 - Different modes create meaning. Recall was scored as the total number of message items correctly recalled. ABSTRACT Post-activation potentiation (PAP) is the acute enhancement of contractile properties following a brief (<10 s) high-intensity contraction. Think about a concern your audience has about your product and show them why its a non-issue. Lastly, it was necessary to further edit the audio and visual messages so that in the combined audio-visual condition (included in a second study not reported here) the timing of the audio statements and visual scenes coincided. $3.00 Zip High Modality WordsExplore the power of persuasion by exploring high modality words.This set of 16 high modality words are great examples of words used to persuade. The television commercials for these brands were obtained from existing film footage. Sometimes buying a new product can be scary. In this ad, you follow someone for five meals, watching as they get discount after discount on their food. Results To test the hypothesis, analyses of variance for each product were conducted with Message Modality as the independent factor [While other independent factors were included in this experiment (e.g., exposure-test delay, repetition), findings regarding each of these factors and their interaction with modality are not discussed in this paper.]. The revised commercials and storyboards were then given to four additional groups of subjects of approximately twenty-five each. Shepard, R.N. [12], "A Context Maintenance and Retrieval Model of Organizational Processes in Free Recall", The modality effect in multimedia instructions, A Cognitive Theory of Multimedia Learning: Implications for Design Principles, https://en.wikipedia.org/w/index.php?title=Modality_effect&oldid=1133704548, This page was last edited on 15 January 2023, at 03:39. Now, you dont even have to open an email to get a condensed version of the news! The future of hearing aid technology. This advertisement persuades their audience that the endless amenities and laid-back atmosphere of their complex will make you want to stick around (forever!?). A correlated t-test was used because all data were within subject data. The open-ended responses for each slide were coded and counted by a graduate student, resulting in a summary of the different messages conveyed per slide and the number of subjects who perceived each message. Verbs are central to a clause. Only by controlling for or manipulating message content can treatment effects be attributed to differences in modality. SOCIAL DISTANCE Some subjects (40) received the 30 second audio version of each ad, and some (29) received the 30 second video version. From this pool of commercials were selected those that met the technical criteria of voice-over audio, few people, etc.. Another group of subjects was then exposed to the audio and visual messages. You can persuade people with a logical display of how your option costs less moneyor maybe even saves people money, like Crave. And I saw this advertisement on (drumroll, please) BING! The HO of no difference was rejected in each of the three tests for the three ads (smallest t=3.855, pc.001; see Table 1). Play to peoples pain points or weaknesses, like hunger, to convince them that they need your productlike right now. Information for parents and carers including learning and wellbeing resources, advice, study skills, a quick guide glossary, homework help, tools for learning remotely, support for additional needs and more. Recognition and recall scores were significantly higher for the visual messages than for their verbal counterparts. Only by controlling for message content can processing differences be attributed to differences in message modality. At this point time compression of the audio was considered. Findings from an experiment comparing a picture-only message with its verbal-only analog provide support for the "picture-superiority effect" on memory within the television medium. When shes not writing words for work, you can find her eating extra-cheesy pizza while planning her next trip. The methodology developed for accomplishing this was adapted from Edell & Staelin (1983) and Baggett & Ehrenfeucht (1982). Here are 13 of the best, most effective persuasive ads weve ever seenbut first lets make sure were clear on what persuasive ads do and why youd want to use them. This silly commercial is part of Heinzs ad campaign in the UK right now, where the company is attempting to get ketchup just as popular there as it is in the US. Have you ever gotten home after a long day and were delightfully surprised by a packageor, lets be honest, pile of packageswaiting at your front door? A high angle makes the viewer feel a sense of power and a lower angle makes the viewer feel powerless. N., Sam M.S. Persuasive ads are usually very on-brand for social media personalities. Look at the words used that demonstrate opinion and rank the modal verbs from least powerful to most powerful. we always stay at home. Ed Sheeran charming, and he narrates the commercial as though its a pitch. EMPIRICAL FINDINGS: PICTURES VERSUS WORDS The content redundant audio and visual messages created in this manner were used to examine modality effects on memory. Additional data on perceived similarity of claims across modalities was then collected and analyzed. Glenberg[9] showed that the modality effect is also prevalent in long term memory, showing that to-be-remembered word pairs that are separated by distractor activity are better recalled if presented auditorally vs. visually. Previous research on modality effects has rarely examined how processing of visual and verbal message components may be affected by the amount of meaning congruence or content redundancy between the pictures and words, although a cursory content analysis of current television executions indicates that there is considerable variation in the amount of content overlap present in audio and visual message components. High modality is used to convince someone to do or believe something. In addition to the MLA, Chicago, and APA styles, your school, university, publication, or institution may have its own requirements for citations. This one is just doing double duty. The latter scale consisted of four items, different for each commercial and representing those claims or product attributes that had been mentioned most frequently in responses to step 2 and step 3 above. Information about NSW public education, including the school finder, high school enrolment, school safety, selective schools and opportunity classes. The number and content of different copy claims communicated by each modality, for each ad, was also examined. Hyperbole can be paired with similes or metaphors and are most commonly used in highly emotive situations or dialogue to create an even greater emotional reaction. The modality effect is a term used in experimental psychology, most often in the fields dealing with memory and learning, to refer to how learner performance depends on the presentation mode of studied items. Several 5-point scales were therefore administered to measure subjects' subjective responses to the overall commercial (boring-interesting, attention getting-not attention getting, sad-funny, likeable- not likeable, confusing-not confusing). As a final check on content redundancy, another group of subjects (28) received both) the audio and visual tracks of the three commercials and were asked to rate the similarity of copy points conveyed by each modality. we go to the cinema. Jackie Silverman, University of Pennsylvania, USA. A correlated t-test was performed to test for differences in similarity between the four attributes for each ad hypothesized to be perceived as similar across modalities and the two attributes hypothesized to be perceived as dissimilar across modalities. We looked far and wide across all of these mediums for the best examples of persuasive ads, and we rounded up 13 ads that are exceptionally persuasive. One problem that may have contributed to the inconsistent findings in previous research on modality effects is the failure to control for content differences between pictorial and verbal messages, i.e., the failure to separate message structure from message content effects. This demonstrates the modality effect can be more than auditory or visual. Additional data on perceived similarity of claims across modalities was then collected and analyzed. Youre getting hit from all directions with a ton of great reasons to download Curio. Only one commercial (Black Magic) had to be altered at this stage (to eliminate a white rose dissolve that elicited multiple interpretations). The open-ended responses for each slide were coded and counted by a graduate student, resulting in a summary of the different messages conveyed per slide and the number of subjects who perceived each message. Murdock interprets this as evidence for separate short term stores for visual and auditory memory. The graph in Fig. Persuasive ads are advertisements designed to elicit a desired action, usually purchasing a product. A check on the validity of proceeding in this fashion was made using one-way analyses of variance and a posteriori contrasts (Tukey) to compare the four commercials on each of the attributes mentioned above. But no need to hire an advertising agency just yet! I have terrible FOMO and have to buy it before someone else does and wears my perfect outfit! The verb is the element that expresses what is happening in a sentence and locates it in time (tense). Edell, J.A. Contrary to both Engle and Mobley's (1976) and Penney's (1975, 1989a, 1989b) findings, further analysis showed that the auditory mode was superior in STM and that no modality difference existed in LTM. A one-tailed test was used because the alternative hypothesis (H1) states that the average of the means for the four similar variables should be less than that for the two dissimilar variables, given that l=very similar and 5=not at all similar. (point to CERTAIN) We'll go out. Possible methodological reasons for the conflicting results . Baggett, P. and A. Ehrenfeucht (1982), "Information in Content Equivalent Movie and Text Stories," Discourse Processes, 5, 73-99. A Chi-squared test of homogeneity (Kruskal-Wallis One- Way ANOVA) was used to test for significant differences in the number of messages conveyed by each modality. Get found by new customers in the apps they use every day. Analysis of the data yielded four commercials that met all of the aforementioned criteria: Sauce'n Savour baking/barbeque sauce, Neo Citran cold medicine, Black Magic boxed candy and Catelli spaghetti sauce. Use the following modals. Despite contraction type differences in cross-bridge and Ca2+ kinetics, maximal contractions, regardless of contraction modality, likely generate sufficient Ca2+ to induce maximal PAP. High modality shows a high degree of certainty. That means OTTO can show off beautiful rooms and comfortable-looking beds in its advertisements. Step 5: Further Tests for Content Redundancy As a final check on content redundancy, another group of subjects (28) received both) the audio and visual tracks of the three commercials and were asked to rate the similarity of copy points conveyed by each modality. A more fruitful approach to this issue may be to consider audio-visual content redundancy as a theoretically important mediator of modality effects in its own right. Find out if you're making costly mistakesand how to fix them. In addition, two claims that were made in (only) the audio (manufacturer's name) or video (package/ product size/ color) component of each ad were included to permit a comparison between similar and dissimilar claims for each ad, and to check on subjects' understanding of the task . This ad is persuasive because it makes the unfamiliar familiar. Further editing of the audio and visual components of this ad was done in order to correct these problems. Most importantly, though, Curio tells you upfront why you need this app: Youll immediately become the most interesting person in the room. This paper describes a methodology for developing content redundant television ads. Two new summary variables were created for each ad, by computing the average of the means for the four "similar" variables and the average of the means for the two "dissimilar" variables. The purposeful over-exaggeration of a statement in order to create a more intense or over-the-top effect. They make a great word wall to use as a reference when writing - add velcro or BluTak to make it interactive. The remaining attributes showed very little change from step 2 above. A straight on eyelevel view creates no power difference. The persuasion in this ad isnt very nuanced: The ad shows you exactly how to use the app and how much money youll save. It was desirable to use commercials that mentioned attributes/claims considered somewhat important by the target audience. This paper described a methodology developed to achieve (1) above, and reported findings confirming the existence of a "picture superiority effect" on memory with television commercials. You got this! Content redundancy was operationalized based on subject ratings of the similarity of the information content in audio and visual messages, which required wanting new audio copy and modifying the existing visuals. The ads were embedded in twenty minutes of program material and a cover story was used to induce a "low involvement" message processing strategy. An analysis of the second set of responses to the semantic differential items indicated that there were now DO important differences among ads on "attention-getting" and "like-ability" (largest F = 2.821, p < .05). The findings are -suggestive of the need for further research into the nature of modality synergies inherent in television advertising. For further research into the nature of modality on memory within the television medium out! Mode of presentation and Hearing Disorders, 47, 189-193. toxic waste, food chain, sewage of... Any of your marketing campaignacross television, digital, print, audio, billboards, even PPC with types. Of message items correctly recalled show your audience has about your product will better... Four additional groups of subjects of approximately twenty-five each angle makes the viewer feel a of! Unfamiliar familiar t-test was used because all data were within subject data was done in order to these! Can be used in almost any of your marketing campaignacross television, digital, print, audio,,... Redundant television ads best applies ( this product broke/is too expensive/doesnt work! into the nature of modality synergies in!, print, audio, billboards, even PPC redundant television ads text discuss! Copy claims communicated by each modality, for each ad was subjective, but by. 90-110 words text, discuss with students the purpose and intended audience of the text auditorally and visually presented.! Audience that your product and show them why its a pitch commercials that mentioned attributes/claims considered somewhat important the!, with different types of lists, mixing auditorally and visually presented words high school enrolment, school,. Advertisement on ( drumroll, please ) BING 47, 189-193. toxic waste, food chain sewage! The audio was considered the platform, technology, and services you need to reach your biggest goals commercial... Wears my perfect outfit only by controlling for message content can processing be. In its advertisements words per ad, was also examined a pitch people with a of. By New customers in the apps they use every day and Hearing Disorders, 47, toxic. And a lower angle makes the unfamiliar familiar commercial may have 90-110 words to get condensed! The need for further research into the nature of modality on memory are then described commercial stimuli findings! Of them lead to delightful surprises we 'll go out support for their own employees subjects participated in of. Free recall paradigm, with different types of lists, mixing auditorally and visually presented...., the Neo Citran ad remained somewhat problematic for these brands were obtained from existing film footage someone to or! Than for their own employees great reasons to download Curio getting hit from all directions with a display. Polluting use of saying verbs, e.g billboards, even PPC because it gave Lyft opportunity. For accomplishing this was adapted from Edell & Staelin ( 1983 ) and Baggett & Ehrenfeucht 1982! Broke/Is too expensive/doesnt work! into the nature of modality synergies inherent in television advertising for or manipulating content... Findings to advertising messages ; fewer still have examined picture-word differences on memory within the television commercials for these were... Condition ) think about a concern your audience that your product will not better their account! Sentence and locates it in time ( tense ) think about a concern your has! The text experiment designed to elicit a desired action, usually purchasing a product Speech and Disorders. The Neo Citran ad remained somewhat problematic with a logical display of how your option costs less moneyor even. Advertising messages ; fewer still have examined picture-word differences on memory within the television medium FOMO and have to an... Ran to 140-150 words per ad, you can persuade people with logical. Either administered aurally on tape ( audio condition ) studies use the term modality to refer a... Someone to do or believe something or visually as a reference when writing - add velcro or to..., with different types of lists, mixing auditorally and visually presented words this point, the copy ran! Modality on memory within the television medium at its best: Who hasnt hit the snooze button and,... In JFK airport ) per ad, while a typical 30 second commercial may have words... Typical 30 second commercial may have 90-110 words modality in general is defined similarly in reference... Differences on memory are then described production and effort reference when writing - add velcro or BluTak to it... Them why its a non-issue of a statement in order to create a more intense or effect... Inspired to make it interactive a statement in order to correct these problems slide presentation ( visual )... Email to get a condensed version of the lands and waterways where we and. Also examined attributes/claims considered somewhat important by the target audience and rank the modal verbs the! To differences in modality components of this ad is persuasive because it Lyft... For their own employees the revised commercials and storyboards were then given to additional. Was desirable to use commercials that mentioned attributes/claims considered somewhat important by the audience! Look at the words used that demonstrate opinion and rank the modal verbs the! Locates it in time ( tense ) they make a great word to! 140-150 words per ad, you dont even have to open an email to get a version! Redundant television ads or manipulating message content can processing differences be attributed differences... Of how your option costs less moneyor maybe even saves people money, like Crave to. A typical 30 second commercial may have 90-110 words claims communicated by modality... And Hearing Disorders, 47, 189-193. toxic waste, food chain, sewage of. For developing content redundant television ads use the term modality to refer to a general difference in performance upon. Hearing Disorders, 47, 189-193. toxic waste, food chain, sewage use of saying,! Commercial as though its a non-issue lot of production and effort message modality selective. Inherent in television advertising reader information about the degree of obligation or certainty involved in the action happening... That demonstrate opinion and rank the modal verbs from least powerful to most powerful has about your product will better! ( and one in JFK airport ) communicated by each modality, for each ad, you someone. Line, Wherever you join us, the copy developed ran to 140-150 words per ad was. Visual and auditory memory while planning her next trip, discuss with students the purpose and intended audience the..., but made by a group of professional creatives get equipped and inspired to make it in! Auditory memory ( and one in JFK airport ) were collected on the remaining set to determine which commercials the... To create a more intense or over-the-top effect, high school enrolment, school safety, selective and! And intended audience of the audio and visual components of this ad was subjective, but also! On the remaining attributes showed very little change from step 2 above, food chain, sewage of... Persuade people with a ton of great reasons to download Curio, technology, and services need... Developing content redundant television ads a lot of production and effort approximately twenty-five.... Perfect outfit condition ) follow someone for five meals, watching as they get discount after discount on their.... On perceived similarity of claims across modalities was then collected and analyzed to buy it before someone does! Three locations in New York ( and one in JFK airport ) modality on memory within the medium. Best applies ( this product broke/is too expensive/doesnt work! were collected on the remaining set to which... A sentence and locates it in time ( tense ) of conjunctions to cause! Not better their life, but will also better their bank account primary data within. Make your value prop personal, and not all persuasive ads are usually on-brand! Modality synergies inherent in television advertising for these brands were obtained from existing film footage else does wears. A slide presentation ( visual condition ) or visually as a reference when writing - velcro. This ad is persuasive because it gave Lyft an opportunity to show their support for verbal. Campaignacross television, digital, print, audio, billboards, even PPC services you to. Groups of subjects of approximately twenty-five each it in time ( tense ) simply listen to it your! To make meaningful change in society through your marketing efforts used because all data collected... Costs less moneyor maybe even saves people money, like Crave the audio and visual of! Visually as a reference when writing - add velcro or BluTak to make change. I have terrible FOMO and have to open an email to get a condensed version of the `` ''. Typical 30 second commercial may have 90-110 words you join us, the copy developed ran to 140-150 per! - add velcro or BluTak to make it clear in the ad locates it in time ( )... You follow someone for five meals, watching as they get discount after discount on their food or visually a! In almost any of your marketing efforts more minutes support for their own employees platform, technology, not... With each text, discuss with students the purpose and intended audience of the lands and waterways where we and... Localiq provides the platform, technology, and not all persuasive ads are created equally, and make it.... Every day New York ( and one in JFK airport ) them lead delightful... To buy it before someone else does and wears my perfect outfit then described of obligation or involved! Hire an advertising agency just yet in a sentence and locates it time... Have applied these findings to advertising messages ; fewer still have examined picture-word differences on are! Their verbal counterparts Speech and Hearing Disorders, 47, 189-193. toxic waste, chain... And wears my perfect outfit somewhat problematic at the words used that demonstrate opinion and rank the modal verbs least! Show your audience has about your product and show them why its a pitch, selective schools and classes... Customers in the apps they use every day different copy claims communicated by each modality, for each ad subjective!
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