Sometimes companies realize that consumers may have developed a negative impression of a product. One way in which they can resolve this problem is by using an advertising technique known as refute-and-persuade. Refute-and-persuade means that in advertising a product, the company first indicates its awareness of the product’s disadvantage. But then the company refutes or challenges that disadvantage by demonstrating how the advantage of buying and using the product makes up for any limitation it may have. In this way, companies can persuade consumers to purchase a product despite its drawbacks.
Explain how the example of the television advertisement for pots and pans from the lecture illustrates the technique of refute-and-persuade.