Category Archives: Media

Commercials That We Don’t Believe

Which commercials do you believe?  Too few! Many commercials are produced these days with little effort to maintaining the premise that their message is actually believable. Maybe we gave up trying to make them believable.  But when commercials are more believable, they are more persuasive. There are three qualities that contribute to believability: expertise, trustworthiness,… Read More »

Me and Koolio Down in the Jungle

It was the middle of the summer of 1978, I had just taken a job working with Grey de Venezuela, an advertising agency in Caracas, Venezuela. The appeal to me was for some control.  I had been working in massive agencies in New York City where I was just another brick in the wall.  In… Read More »