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There's no real surprise here, right? This is essentially the backbone of all marketing. To get the consumer to "experience" something. When watching a Folgers commercial, you see the touching moment when parents send their child off to kindergarten with a cup of coffee in their hand and then from then out you associate coffee with tenderness and affection. We long to be as good of parents, as them. We long to be as good of lovers as the people in lingerie commercials, as witty as the guy in the Dos Equis commercial. Why shouldn't we also want to be as brave as Frodo as suave as Gatsby or as cunning as Heathcliff?
Those who read the gay-late narrative reported significantly more favorable attitudes toward homosexuals after reading the story than did readers of both the gay-early narrative and the heterosexual narrative.
This bit was really interesting and likely has some major marketing ramifications.