But does it work?

Does “before and after” as an advertising technique work?

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice about “before and after” as an advertising technique.

Does it work?

Scroll down for quotes from the audio below.

Bodybuilding before-and-afters are a classic example of this.

Andy Rice (branding and advertising expert )

Every ad, in some way, has a before-and-after message.

Andy Rice (branding and advertising expert )

Almost all weight loss and cosmetics ads use this technique.

Andy Rice (branding and advertising expert )

You can’t imply social or sexual success from drinking any brand.

Andy Rice (branding and advertising expert )

This technique doesn’t work like they used to.

Andy Rice (branding and advertising expert )

Subscribe to our Business Wrap Newsletter

702 welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

  • Racism (including offensive comments based on ethnicity and nationality)
  • Sexism
  • Homophobia
  • Religious intolerance
  • Cyber bullying
  • Hate speech
  • Derogatory language
  • Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the 702 community a safe and welcoming space for all.

702 reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

702 is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

Read More
Open happiness! Does hyperbole or exaggeration work in advertising?

Open happiness! Does hyperbole or exaggeration work in advertising?

Stronger than Beast Mtawarira; irresistible to men… Ad expert Andy Rice on hyperbole in advertising and whether or not it works.

Best beer for the 10th year in a row… Do awards work?

Best beer for the 10th year in a row… Do awards work?

Do awards convince consumers of product quality? We interviewed ad expert Andy Rice…

Act like a lady, think like a man…  Does topical advertising work?

Act like a lady, think like a man… Does topical advertising work?

Bic got hammered on social media for their clueless Women’s Day campaign. Andy Rice on whether topical advertising works...

Does the perception of “Brand South Africa” matter?

Does the perception of “Brand South Africa” matter?

Do country brands matter? And, if so, how can we improve ours? We interviewed ad expert Andy Rice.

Big Brother knows who you are (and what you like) and wants to sell you stuff

Big Brother knows who you are (and what you like) and wants to sell you stuff

What is "Big Data" and can it help marketers sell their wares? We interviewed Branding and Advertising expert Andy Rice.

Music is worth a thousand words, but does it work in advertising?

Music is worth a thousand words, but does it work in advertising?

Music makes advertisements more entertaining and memorable (who doesn't have jingles stuck in their head?). But does it work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Branding and Advertising expert Andy Rice unpacks comparative advertising and the effectiveness thereof.

Yes, we can!  Fight back! Do these political campaigns work?

Yes, we can! Fight back! Do these political campaigns work?

Hillary for US president! Andy Rice talks about political campaigns; which ones worked and those that failed.

Does product placement in movies work? And is it ethical?

Does product placement in movies work? And is it ethical?

Branding and Advertising Expert Andy Rice discusses product placement and whether or not it’s a good (and ethical) idea.

Company CEOs increasingly feature in advertisements, but does it work?

Company CEOs increasingly feature in advertisements, but does it work?

Does it enhance a company's reputation to feature its CEO in its advertisements? We interview Branding expert Andy Rice.

Popular articles
Banting, the drive behind butter shortage in the world

Banting, the drive behind butter shortage in the world

The shortage of butter is a global problem as more people are switching low-fat for full-fat milk, says Dr Koos Coetze.

Why the PAC wants South Africa renamed Azania

Why the PAC wants South Africa renamed Azania

Pan Africanist Congress's Narius Moloto explains why it supports the name Azania, a word which he says has Arabic origins.

Opinion:  Bishop Lekganyane is right

Opinion: Bishop Lekganyane is right

Stephen Grootes weighs in on comments made by the Zion Christian Church Bishop at the weekend.

Getting to know MP, Dr Makhosi Khoza

Getting to know MP, Dr Makhosi Khoza

Dr Khoza is admired by South Africans for her role in the SABC inquiry as a ANC member of parliament.

It's not the end of the road... Top tips to improve your matric

It's not the end of the road... Top tips to improve your matric

"Recognise that it’s not the end, it’s the beginning." Expert advise for school-leavers who want to improve their results.

Who is Advocate Tembeka Ngcukaitobi?

Who is Advocate Tembeka Ngcukaitobi?

The EFF lawyer stole the show during the state capture report court battle.

How to make your first million

How to make your first million

Warren Ingram discusses his new book in which he shares practical ways for ordinary people to achieve financial freedom.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

Blesserfinder: Matching you with a sugar daddy near you

Blesserfinder: Matching you with a sugar daddy near you

Is social trend Blesserfinder, where girls are allegedly matching up with rich 'benefactors' in exchange for sex, a real thing?