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CHAPTER 7. IMPLICIT - EXPLICIT -- PAGE 2 OF 2

and sometimes not.

 

 

 


 
Brand: Cover Girl Lip Softeners
Magazine: Ladies Home Journal
Date: April 1978
 

[Cover Girl 'Lip Softeners']

* G&R RESEARCH COMMENTS *

In the late 70's, Cover Girl worried that perhaps their use of giantism was too explicit. G&R testing showed it was not. Not only did it attract about twice the number of readers as the average lipstick ad, but it was also above-average in increased buying interest. And there were no negative comments. The approach was one of the most successful lipstick ads tested, and set in motion a style followed by many other advertisers. 

G&R tested the Cover Girl ad in the Ladies' Home Journal magazine, April 1978.

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