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Simple

This example should follow Heath’s advice by translating the scientific jargon into layman’s terms. Other tactics that would make this ad more affective would be to find a less expected hook or introducing the product indirectly. People have heard numerous times that cell phones can cause cancer, continuing to preach about the same issue causes people to tune it out as the airline instruction example showed.
Moreover, the company needs to find a more creative way to catch people’s attention and phrase the core message so that it is meaningful to the common cell phone user. If the core message is “cell phones will give you cancer,” let the consumers find that message on their own; leave some mystery to it and leave them curious. Instead of telling us what and how the device works, show us how easy it is to obtain and how simple it is.

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