Dyson shows link between design, message

03/7/2006 | Advertising Age (tiered subscription model)

The success of the nontraditional Dyson vacuum cleaner shows how a tenet of anthropology -- the importance of cracking the nonverbal code as a means to understand people -- also applies to advertising. Dyson's bright yellow vacuum is a marriage of design and message -- it communicates a symbol (a "dirt suctioning machine"), a belief (the house is now being cleaned properly) and values (the job should be done with speed and efficiency) that reach consumers directly.

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