I'd like to talk to you about the mythology used in advertising, and I've got to start way back with the ancient Greeks. Many modern advertising methods built on mythology that goes way back to the ancient Greeks, Nike would be a good example. The word Nike comes from the Greek goddess Victory, and the logo even is built around the idea of the wing of the, of that goddess, so it looks it a little bit like the statue of Nike. Ajax, the house hold cleaner that we all use, is, the name is built on the great warrior who cleaned up in battle, hence the battle against germs. So actually, mythology is all around us. I'm going to outline a few, sort of common structures that are used for advertising. The first one is perhaps the most logical of them, it writes the idea of using the idea of features and benefits, features being the sort of all the features on the product you've got. Think of your washing machine has many different program features. But the benefits are the things that you, the consumer or costumer actually finds useful about those features. So many advertising, simple advertising campaigns talk about a number of features, and then they use the transformer device called, which means that, and they say these features means that you, as a consumer, get these benefits. A very common form of advertising, the features in most of the practical and logical things, the benefits are usually the emotional things that make you want to buy the product. Secondly, we can't get through a session on advertising with out mentioning the word sex and relationships, because many advertising campaigns suggest that a particular product will make you more interesting, or some how attractive, or have better relationships with team members, or have more relationships in some ways. Common examples, of course, include beer, which suggests that you will be some how more alluring rather than more drunk when you've had enough of the product. And, of course perfume and stuff like that often use that, that sort of imagery and, and mythology to create the, the, the desire to buy. Thirdly, there's the question of fear and resolution. What do I mean by that? In an advert, someone says you might be worried about someone breaking in to your home, and then later on the resolution is that you fit window, security windows or some other product that seems to take away that fear. Insurance companies and indeed disinfectant companies use this basic model to, to sell you their, their products. The fourth category is the idea of winners and losers. That perhaps in an advert you compare your product or service with some people experiencing it, enjoying it, and some how winning some prize, versus a bunch of people that are presumably experiencing some one else's product, and losing, a very common, simple, A or B choice type structure for an advertising campaign. The final choice is the idea of not having a choice, that indeed your product or service is the only choice available to solve a particular dilemma or deal with a particular opportunity. This has some attractions, but can of course leave people considering alternatives, that which you hadn't wanted to. So, each strategy has both strengths and weaknesses, and you should weigh them up and come up with an advertising campaign that works for you.