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TWICM 210: The Human Cost: How Fear-Based Wellness Advertising Makes People Feel
Sarah Booth, Chief Brand and Creative Officer at Ancient + Brave, and Leanne Tomasevic, Partnerships and Strategy Director at Electric Twin, examine fear-based wellness advertising, synthetic audience research and the human consequences of marketing built around insecurity. Using the Electric Twin platform live during the conversation, we test real wellness advertisements with synthetic audiences and explore how people respond to messages about ageing, attractiveness, sleep, cellulite and female confidence. The results raise an important question for marketers: are we measuring the commercial…
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