Candlepower
Ad and marketing creatives
Multiple ChoiceThu Jan 14 00:00:00 EST 2010By Nancy Friedman
Neal Whitman's recent column on the language of "choice" in education ("Make good choices!") got me thinking about how choice and choose are used in marketing. From the flight attendant's cheery "We know you have a choice when you fly — thanks for choosing us!" to IKEA's "Choose your own entertainment adventure," we're constantly encouraged to select from an array of options. But what does all that choice mean?
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