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Scare Tactics
Prescriptive and proscriptive.
Decoding the norms (ideas, values, higher-order benefits) expressed via marketing forms (language, color, context, more).
Prescriptive and proscriptive.
Finding your tribe
"Advil helps me do what I love."
"In case your valentine has a 'real' headache tonight."
"Don't let pain get in the way."
"Finally, free yourself."
Maintaining a "flow" state is crucial.
Pain knocks you flat on your back.
“Made in ranch country."
"Sometimes food is merely a vehicle for hot sauce."
Hot sauce isn’t just a condiment — it's a cult.
“We always bring the flavor.”
“Sauce it up.”
“Get your local spice on.”