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(e.g. if the amount of fear produced is not too great and if specific solutions are given). Thus, the advertisement for Parade is very similar to the ad for Financial World in that they both have 1) overtly logical presentations; 2) one main selling point; 3) are selling the same commodity to the same audience; and 4) make covert emotional appeals through the use of imagery, which may be even more powerful than all logic

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