In advertising, a hard sell is an advertisement or campaign that uses a more direct, forceful, and overt sales message. This approach works in opposition to a soft sell.
Theorists have examined the value of repetition for hard sell versus soft sell messages to determine their relative efficacy. Frank Kardes and others have concluded that a soft sell with an inferred conclusion rather than an overt hard sell can often be more persuasive.
Famous quotes containing the words hard and/or sell:
“Have you never been moved by poor men’s fidelity, the image of you they form in their simple minds? Why should you always talk of their envy, without understanding that what they ask of you is not so much your worldly goods, as something very hard to define, which they themselves can put no name to; yet at times it consoles their loneliness; a dream of splendor, of magnificence, a tawdry dream, a poor man’s dream—and yet God blesses it!”
—Georges Bernanos (1888–1948)
“I would sell my life to avoid
the pain that begins in the crib
with its bars or perhaps
with your first breath
when the planets drill
your future into you....”
—Anne Sexton (1928–1974)