Brazilian ad campaign for ethanol shows value of cool factor

12/26/2012 |

An opinion paper that focuses on an advertising campaign for Brazilian ethanol shows the value of linking ethanol use with being cool and sexy, an approach that is not used in the U.S. and Europe, writes columnist Joanna Schroeder. "Truth is that facts such as job creation, national security, global warming, etc., have never proved their value, as they all depend on a previous knowledge about socioeconomic issues people are unaware of or simply do not care, ignoring instead the real motivations for people using something new," the op-ed stated.

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