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Back in the 1760s Wholesale Devin Harris Jersey , the great Dr Samuel Johnson delivered himself of the dictum that ?promise, large promise is the soul of advertising?. It's a good thought, a great thought; and I contend that what was true then is equally true today. But it seems to me that modern advertisers are tying themselves into unnecessary knots in an attempt to reach audiences which they believe are becoming increasingly indifferent to their blandishments.


Well, yes, markets are turning deaf ears and blind eyes Wholesale Seth Curry Jersey , but they always have done, though not for the reasons generally espoused by the world's marketers. I am convinced that despite all the sophisticated research and marketing effort that goes into advertising these days, the real reason that markets are indifferent to advertising is because much of it ignores the many splendoured principle that people don't buy products, they buy the benefits of owning those products.


Today, the great proportion of advertisers don't deliver sales messages Wholesale Wesley Matthews Jersey , they tell what they hope are emotive stories with which the market can empathise, then they drop the product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn't and people won't has resulted in huge advertising budget cut-backs in the developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn't work.


The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on the contrary Wholesale Yogi Ferrell Jersey , does actually work. What has been overlooked or, more likely, ignored, is that in developing the principle of the USP in the late 1950s, the brilliant Rosser Reeves was striving to replace an advertising strategy that had been in situ for 30 or so years and was fast running out of steam. What was the device he was hoping to supersede? Well Wholesale Josh McRoberts Jersey , by any other name, it was the emotional sales proposition. I won't bore you with the detail, but if you'd like to find out more, you should lay your hands on Reeves? book, Reality in Advertising (MacGibbon & Kee ? 1961). It could be an eye-opener.


So Wholesale Jose Juan Barea Jersey , it's true ? the one thing we learn from history is that we never learn anything from history. Let's go back to Dr Johnson. It's worth remembering that the kind of advertising old Sam was talking about in the 18th century was fairly innocuous and largely unexceptionable. It could be read in coffee- house flyers, in chapbooks and in rudimentary newspapers; and it consisted of sales messages as diverse as where to get your wig powdered and the date of the next public hanging at Tyburn. Even so, the products and services on offer were as important to the people of the time as mobile phones and computers are to us.


In the human condition, nothing much changes. Our egos still need to be massaged and we are all in hot pursuit of happiness. Only our methods for achieving these goals, only our technologies Wholesale JaVale McGee Jersey , vary with time.


So the next time you are tempted to commit advertising, think about Sam Johnson and give your market a reason for owning your product. A good reason.


Dry eyes are a common condition that happens when your tears are not able to provide enough lubrication for your eyes. There are reasons why tears are not enough. For example, eye dryness happens if you produce poor-quality tears.

Having dry eyes can make you feel uncomfortable. If you have dry eyes, it feels like you are being stung or burned. You may experience dry eyes in some situations. Like in an air-conditioned room, while riding your bicycle or after looking at your computer screen for a few hours.

There are eye dryness treatments that can make you comfortable. These treatments include lifestyle changes and eyedrops. You鈥檒l need to take these measures to control the symptoms of your dry eyes.

Symptoms
Symptoms that usually affect both eyes include:

鈥?A stinging Wholesale Raymond Felton Jersey , burning or scratchy sensation in your eyes
鈥?Stringy mucus in or around your eyes
鈥?Sensitivity to light
鈥?Redness of the eyes
鈥?Foreign body sensation
鈥?Having difficulty wearing contact lenses
鈥?Water eyes, which is the body鈥檚 response to the irritation of dry eyes
鈥?Blurred vision or eye fatigue
鈥?Heavy eyelids
鈥?Unable to cry when emotionally upset

Prevention

Pay attention to the situations of your dry eyes if you are most likely to cause some symptoms. Find ways to avoid those situations in order to prevent your eyes from drying. Here is some eye dryness preventions that you might want to try:

鈥?Avoid air blowing in your eyes. Don鈥檛 direct hair dryers, car heaters, air conditioners or fans towards your eyes.
鈥?Add moisture to the air. A humidifier can add moisture to dry indoor air.
鈥?Consider wearing wraparound sunglasses or other protective eyewear. Safety shields can be added to the tops and sides of your eyeglasses to block wind and dry air.
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