search query: @author Gelb, B. D. / total: 15
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| Author: | Gelb, B. D. |
| Title: | "Subtle servant:" A theme for the next decade |
| Journal: | Journal of Advertising Research
1999 : SEP/OCT, VOL. 39:5, p. 51-54 |
| Index terms: | Advertising Customers Service USA |
| Freeterms: | Cross promotions |
| Language: | eng |
| Abstract: | The well-documented scarcity of time as the 21st century begins suggests a continued emphasis on services as components of products. At the same time, the social unacceptability of "servants" means that the service components of products are best underplayed. Resolving that dilemma leads to a recommended advertising emphasis: the "subtle servant." The concept is measurable: advertising successfully walks the recommended narrow line when prospective buyers say that the advertised product unburdens them, yet does not connote pampering or the idea that "this product does things for me that I should be doing for myself." |
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