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:
“Parenting can be established as a time-share job, but mothers are less good “switching off” their parent identity and turning to something else. Many women envy the father’s ability to set clear boundaries between home and work, between being an on-duty and an off-duty parent.... Women work very hard to maintain a closeness to their child. Father’s value intimacy with a child, but often do not know how to work to maintain it.”
—Terri Apter (20th century)
“If we could have any security against moods! If the profoundest prophet could be holden to his words, and the hearer who is ready to sell all and join the crusade, could have any certificate that to-morrow his prophet shall not unsay his testimony!”
—Ralph Waldo Emerson (1803–1882)