Creative approaches: Sub-categories

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Celebrity (27)

Changing attitudes, feelings, message framing (15)

Comparative ads, knocking copy (16)

Cultural stereotypes and influences (32)

Emotional, involvement, engagement (43)

Enternainment, soft sell (6)

Environmental claims (10)

Factual (13)

Humorous (17)

Language (3)

Presenter (7)

Sexual, age, gender stereotyping (26)

Shock, fear, threat (11)

Testimonial (5)

Subjects