Deconstructing Ads: Southwest Airlines Loves Your Bags

First Mental Image (FMI): Five airline baggage handlers standing on a tarmac, proclaiming that Southwest Airlines loves bags. The ad establishes a solid theme with its first mental image. A baggage handler is a credible spokesperson for baggage. The Message: Simple and straightforward. Unlike most airlines, your bags fly free on Southwest. Southwest successfully leverages the law [...]

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Bucking Conventional Wisdom

Most business owners mask their vulnerabilities and insecurities by projecting a slick and polished image of infallibility. And this controlling behavior breeds the habitual corporate-speak, hype and chest-thumping clichés that consumers have come to loathe and reject. But Southwest Airlines bucks conventional wisdom by removing the rules and regulations that handcuff its employees. Take a moment to [...]

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