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:
“The logical English train a scholar as they train an engineer. Oxford is Greek factory, as Wilton mills weave carpet, and Sheffield grinds steel. They know the use of a tutor, as they know the use of a horse; and they draw the greatest amount of benefit from both. The reading men are kept by hard walking, hard riding, and measured eating and drinking, at the top of their condition, and two days before the examination, do not work but lounge, ride, or run, to be fresh on the college doomsday.”
—Ralph Waldo Emerson (1803–1882)
“Mo Williams: Some people peddle apples, lamb chops, lumber. I peddle information. Skip ain’t sorry; he understands. We live in a different kind of world. Oh, once in a while he gets a little hot under the collar if I sell him short.
Candy: But you wouldn’t sell him to a Commie!
Mo Williams: What do you think I am, an informer?!”
—Samuel Fuller (b. 1911)