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A clever catchphrase goes a long way -- even if you don't get the joke
02-12-2007 · EurekAlert!A new study discusses the benefits of slogans with multiple meanings, like a cell phone company using "The Clear Alternative," or a tax-preparation service advertising that "You Get More in Return." The researchers found that some people are better at recognizing additional meanings than others, but also that degree of understanding has little impact on how well people respond to the catchphrases. In fact, consumers who didn’t get the joke often expressed the greatest appreciation of the punned slogans.
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Keywords: clever, catchphrase, way, joke
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