Youth appeals include television advertisements and programs to promote trendy items. The various types of advertising appeals use different ways to highlight product features and draw attention of the masses. For all that you need to know about the different types of advertising appeals, read on. Statements like “Our miracle lotion gives you a soft skin and…” or “Our magical drink helps you lose weight in…” are examples of glittering generalities. •Ex: “Thank you for your support.” State Farm “Good neighbors.” The Plain Folks Appeal - This technique uses ordinary people or things to promote a product. Necessary cookies are absolutely essential for the website to function properly. This advertising appeal makes use of shocking images or scenes to advertise a product. Advertisers often use words like ‘luxury’, ‘comfort’ and ‘satisfaction’ to create a positive vibe among the masses and attract them towards the product being advertised. Saved by Jace Holford. On the other hand, showing scary images illustrating the ill-effects of smoking on health, seeing which one would begin to hate the habit is also an example of shockvertising. A common advertising appeal for older adult audiences is to photograph and highlight models who are younger than the target audience by several years. It does this by sending a positive slogan, while at the same time not offering any support as to why this product or this person will do something for you. So appeals should be chosen wisely. This advertising technique is also known as guerrilla advertising. Saturation Advertising Variety of media are inundated with ads aimed at target audiences Famous person testimonial, plain folks pitch, snob appeal approach, bandwagon effect, hidden fear appeal. With an intent to increase or diminish the perceived quality of a product, advertisers use labeling or categorization. This advertising appeal communicates the steps to choose a certain product or service and presents them to the audience in a simplified manner. Our site includes quite a bit of content, so if you're having an issue finding what you're looking for, go on ahead and use that search feature there! The Glittering Generalities technique is a technique that is intended to make you think positively about something. But it’s also an effective and persuasive advertising technique. We also use third-party cookies that help us analyze and understand how you use this website. You might want to know about the different types of advertising as well. Advertisement Appeals9. This style of advertising appeals to the masses and product sales are boosted. 6789 Quail Hill Pkwy, Suite 211 Irvine CA 92603. This advertising appeal makes use of the patriotic flavor to publicize a product. In this method of advertising, two opposite choices are given to the audience. It makes it appear that the candidate is a regular person just like everyone else and that they understand the common person because they are one! This advertising appeal intends to achieve speedy publicity of a product. This plain-folks appeal is designed to show people that, as one of them, the candidate can best represent their … You might portray physical characteristics that are very common but often seen as flawed in the beauty world. Snob Appeal: appeals to the rich life andthe desire for status 23. C. Glamour. Definition of Plain folks in the Definitions.net dictionary. People tend to trust the advertisement because it is backed by surveys. Advertisements are sent to potential customers through emails. Categorizing a product under a group of associated entities makes it appealing or unappealing to the masses. Basically, they trigger emotions and grab mass attention. This advertising appeal is also known as name-calling or labeling and attempts to categorize the advertised object under a certain class of entities. Slogans, as we all know, are striking phrases used to convey important information about a product to be advertised. The 7 Functions of Marketing Explained With Relevant Examples, We Spell Out What Multidomestic Strategy in Business Means. "Plain folks" is a form of propaganda and a logical fallacy. There are so many famous advertising slogans that we still remember and associate the products with them. The Biden-Harris campaign released a new ad featuring 14 Black mayors from across the country. This advertising appeal aims at attracting the masses by using common people to advertise a product. With the plain folks device, the propagandist can win the confidence of persons who resent or distrust foreign sounding, intellectual speech, words, or mannerisms." The goal is to show that the product or service is of appeal and value to everyone. The name is derived from the combination of ‘shocking’ and ‘advertising’. Sometimes, advertisers organize social events in which existing and potential customers are given the chance to participate. In this form of advertising, emails are sent with the purpose of improving customer relations or increasing the customer base. It is mandatory to procure user consent prior to running these cookies on your website. Campbell’s again makes use of Plain Folks appeal. Using a certain corrupt politician’s name in saying that he uses a certain product is an example of negative transfer. During election campaigns, many candidates describe themselves as plain, hardworking citizens. The goal of this appeal is to make people feel like it’s okay to be plain or “flawed” and there’s nothing wrong with (and in fact, it may be cool) to be unique in a very common way. Media like newspapers, brochures, manuals and magazines are used for publicizing products. In this method, advertisers associate buying or using their product with love for the country. They rather imply their ideas in indirect ways. Which toothpaste do you use? They carry an emotion which people can connect with. Social messages on issues like poverty, inequality, AIDS awareness and environmental issues such as global warming, pollution and deforestation are conveyed by means of appeals to the public through public service advertising. These cookies will be stored in your browser only with your consent. The most important part of this appeal is the speaker's portrayal of themselves as someone who has had a similar experience to the listener and knows why they may be skeptical or cautious about accepting the speaker's point of view. The chubby children are considered healthy and well fed. Bandwagon technique of advertising captures this to induce people to use a certain product or service. However, they are perceived at a subconscious level. The message is conveyed in a very light-hearted or funny manner. The print media is one of the most effective means of advertising. The words used have an emotional appeal and do not necessarily state anything logical or in a direct manner. So advertisers specifically target this group. It can be used in environmental or social awareness advertisements too. Contests intended to promote products and offers of free products and freebies are forms of interactive advertising. It is often indicated that buying that product will make them look different from the rest. What are advertising appeals and how do they influence the masses? This category only includes cookies that ensures basic functionalities and security features of the website. Card Stacking. You also have the option to opt-out of these cookies. Persuasive Techniques Propaganda and Advertising * * What is propaganda? In this advertising appeal, people are induced to buy a certain product so that they can stand out from the crowd. Words and graphics are used to gather mass appeal. By using the plain-folks technique, speakers attempt to convince their audience that they, and their ideas, are “of the people.” The device is used by advertisers and politicians alike. For example, saying something like “Even the President uses this” is positive transfer. Fairs, exhibitions and billboards that draw attention of the passersby are often used in outdoor advertising. People relate to their favorite personalities from the glamor industry. Thus, the message conveyed through the advertisement is neither completely true nor entirely false. Bombastic words may not always appeal to common folks. The goal is to show that the product or service is of appeal and value to everyone. In cases where advertising of a particular product is made illegal, product companies come up with other products with the same brand name. America’s recent presidents have all been affluent, but they have gone to great lengths to present themselves as ordinary citizens. Snob appeal is an exact reverse of the bandwagon technique. Flashy words and catchy messages are used to make the product look ‘cool’. Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity? This advertising appeal makes use of direct or indirect attack on the products in competition with the product being advertised. In case of using this advertising appeal, the advertisers do not convey an idea explicitly. They can rather be attracted by communicating with them in their language. Increasing good reputation of the company among its customers is the prime objective of corporate advertising while product promotion is secondary. They stress that they understand the problems of average Americans. It is like proving a theorem by disproving its inverse. This type of propaganda is often used to send a message to the common people when pertaining about certain resolutions to issues. This form of advertising focuses on retention of customers and customer satisfaction. And hence the name viral advertising. and irritation advertising The funny way in which a product is advertised attracts customers. The Plain Appeal reaches audiences by appealing to their sense of what’s normal, commonplace, or average. The facts in favor of the product are selected. Faced with onslaught of unrealistic advertising and Photoshopping, many consumers feel that they can connect with advertising that portrays people and things more realistically or in ways they’re used to seeing. It can achieve success to an extent where a brand is equated to a common noun. With something so directly and plainly stated, one feels compelled to go for it. The plain folks appeal is in contrast to the use of celebrities in advertisements. People who think or feel in a certain way are made to appear among the disliked section of society. A. It is an effective means of communicating the value of a product or service with people at large. The “Plain Folks” Advertising Technique The “ Plain Folks ” technique is a method of appealing to ethos wherein the speaker presents him or herself as a common average person who has the ability to empathize with the audience’s concerns. D. Testimonial. What’s partially true, or true in certain cases, is presented. The use of celebrities to promote a product or service. I am just like you. But opting out of some of these cookies may have an effect on your browsing experience. The Plain Appeal speaks to the average person, essentially telling them that average is okay, and even awesome. This advertising appeal uses the technique of repeating the product name several times during an advertisement. Bandwagon. 8 out of every 10 women prefer using the xyz shampoo! Saying something like “the elite class uses xyz product” is a clever way of making people use xyz. This type of advertising makes use of newspapers and periodicals to make public appeals about a product or service to be advertised. This advertising appeal aims to persuade people to do a certain thing because many are doing it. Once these companies finish their research, they create advertisements that appeal to the masses. The Plain Appeals works best when you use images and language that speaks to what your audience perceives as normal. We hope you enjoy this website. When applied to advertising, this basically means that they want to see how a particular product or service brought value to a regular human being like themselves. And that's how they fetch mass appeal. Advertisers hold exhibitions or trade-shows and offer rewards in the form of discounts or free gifts to increase the sales. Only two choices are presented before the audience, thus compelling them to buy the product being advertised. The product has to be marketed in less time, especially in case of TV or radio commercials. Teenagers fall for such advertisements quite easily, which is why youth appeals are almost always successful. In context of the military, this technique is used to mislead the enemy. It’s like saying, “you are either with us or with them”, or “you are with us or against us”. Masses are made to believe that on using a certain product, they will be perceived as more sexy and attractive. 1. This advertising appeal makes use of subliminal messages, which are intended to be perceived subconsciously. They are compelled to choose one. TV commercials that come in between TV shows, commercials shown during movies and advertisements aired on radio are some examples of audio-visual advertising. This technique is used more often in politics than advertising. It is the most widely used medium to influence the masses. What are advertising appeals and how do they influence the masses? They are ready to follow what people from the glamor world do. This was an overview of the different advertising appeals that advertisers around the world use with the purpose of marketing their products and services. Outdoor advertising is a popular advertising appeal that uses different tools to attract the customers outdoors. Cartooning, joking, mocking, or satire are the commonly used elements of humor appeal. It is an advertising appeal wherein corporate logos and company messages are publicized on a large scale. It is used to gain the interest of the everyday man. Getting one item home is definitely not going to change your life! Plain Folks Propaganda This approach is increasingly becoming one of the more effective propaganda devices you can come across today. Plain Folk. Many people nowadays crave real experiences. Testimonials make use of this human tendency. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Advertisers appeal to target audiences with information that suits their requirements and interests. In this advertising appeal, advertisers use deceptive statements to publicize their product. APPEALS (RHETORICAL TRIANGLE: ETHOS, PATHOS, LOGOS), Giving Effective Presentations: 50 Things to Consider (with evaluation rubric), How to Be a Presentation Ninja: 10 Steps to Becoming a Public Speaking Hero, Five Quick Tricks to Design Your PowerPoint Presentation, The Six Types of Résumés You Should Know About, The Anatomy of a Really Good Résumé: A Good Résumé Example, How to Write an Amazing Cover Letter: Five Easy Steps to Get You an Interview, Make Your Boring Documents Look Professional in 5 Easy Steps, MLA FORMAT: GUIDELINES FOR CITING SOURCES. When advertisers appeal the masses by showing them the steps to take, in order to opt for a particular product or service, they are said to be using direct order technique. A plan that shows a brand's stretchability or boundaries. This Red Bull advertisement uses plain folks appeal because by saying, "Red Bull gives you wings" they mean that if you drink red bull, you can do almost anything. This type of advertising technique emphasizes everybody having a great time. A sense of exclusivity is attached to the products. All advertising companies put tons of research into how consumers spend money or even vote. are some popular ways of tricking people to join the bandwagon. Advertisement Appeals9. This advertising appeal uses humor as a tool to achieve product promotion. Sponsors pay for posting their advertisements on the page. Thing about advertising is that, if you listen to something over and over again, you tend to believe it. The website owner gets paid for ad clicks. It involves doing a comparative study of two competing products. This website uses cookies to improve your experience. Advertising intends to promote the sales of a product or service and also to inform the masses about its features. ... Snob Appeal Just the opposite of “bandwagon”. Celebrities are used as ambassadors. Direct name-calling involves making a direct attack on the opponent while indirect name-calling makes use of sarcasm to demean products of competitors. In this way, “Plain” folks is propaganda and also a logical fallacy. 7. So the product name needs to be repeated and the advertisement needs to be catchy. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Usually, advertisers purchase newspaper space which determines the size of their advertisement. Subliminal signals go undetected by the human eye. This advertising appeal makes use of emails to advertise products. The idea is to stress that something is being used by millions and hence you should also be using it. Sponsors pay for advertisement messages which are published in newspapers or other print media. This technique attempts to attract masses to use the advertised product, by providing them with survey results. The Plain Appeal is especially effective when you sense that your target audience may be tired of or turned off by advertising that showcases unrealistic body types, physical abilities, accomplishments, and so forth. Know the Advantages and Disadvantages of Intensive Distribution? Imperfect pronunciation, dialect, stuttering, and a more limited vocabulary. Speakers and ads appear to make the person to be Òone of the people.Ó ! When the idea behind the product or service being advertised is repeatedly implied, it is known as unstated assumption. This advertising appeal makes use of popular quotes. ! The plain folks appeal is the use of ordinary people to promote a product or service. The plain folks appeal is the use of ordinary people to promote a product or service. Name calling can be implied through an unflattering image. TV actors or characters in movies are shown using certain products. Snob Appeal: appeals to the rich life andthe desire for status 24. It is a relatively recent form of advertising. A girl is shown using a particular skin cream and then boys are shown flocking to her. They may be funny, cute, bold, deceptive, attractive, or inspiring. In this strategy, only the positive points of a product are highlighted while the negative ones are excluded. We've created informative articles about blockchain, crypto, and DeFi that you can come back to again and again when you have questions or want to learn more! These cookies do not store any personal information. Websites attract thousands of users everyday and show them advertisements. We'll assume you're ok with this, but you can opt-out if you wish. They use words like ‘magical’ and ‘miracle’ to emphasize how good the products are. Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer. This advertising appeal makes use of positive words to generate positive feelings about a certain product in the minds of people. 2. It uses different types of appeals to connect to consumers spread across the globe. Some companies propose to place their logos on booster rockets and space stations to achieve publicity. This advertising technique is used to convey socially relevant messages to the masses. [20] For example, a politician speaking to a Southern United States crowd might incorporate words such as " Y'all " and other colloquialisms to create a perception of belonging. Designed to win the confidence of the audience by communicating in the common manner and style of the audie nce. The advertisers often use statistical evidences and market surveys to publicize their product. Many of the popularly used products of today have gained popularity thanks to the advertising techniques that were implemented for their publicity. D. Fun People. Advertising the benefits of a skin lotion and not referring to the side effects it can have, is an example of card stacking. This method can be used in times of war to arouse hatred for the enemy nation. This technique involves a purposeful dissemination of false information. This advertising appeal makes use of statistics and surveys to back the statements made. They are shown using the product and recommending its use. It uses the opposite sex attraction element to grab attention. Basically, they trigger emotions and grab mass attention. Research or statistical data supporting the advertisement, makes it appear more authentic. Subliminal appeal makes use of hidden messages and optical illusions. Or Xerox a trademark came to be used as a synonym of ‘duplicate’. or The world agrees with abc… Do you? Slogans make a message more interesting. Advertisers make the people with an opposing point of view appear unacceptable. Plain Folks : appeals to simple living (ex:old-time mom and pops; country folk) This is alsotransfe r 22. They are made to believe that if they do not use the product, they are not elite. They are put forth in comparison with those of a competing product to make the product being advertised appear better. In positive transfer, a product is made to associate with a respectable and popular person. Advertisement Appeals9. This advertising works especially well with teenagers as they easily believe what the advertisements say. This is the practice of achieving indirect publicity of a product by advertising it through movies and TV shows. Advertisement Appeals8. For all that you need to know about the different types of advertising appeals, read on. They often use double-meaning words or statements to convey their message. In this advertising appeal, improving public relations is the objective. A busy woman loves the convenience of soup, and a good mother gives her children a lunch that makes kids better students. Some marketers use glittering generalities like, ‘Buy this, and change your life’. They make people believe that in using a certain product, they are showing love for their country. Example. And that’s how they fetch mass appeal. In case of flag-waving, advertisers try to justify certain actions on grounds of patriotism. This form of advertising uses popular beliefs like these to promote a certain idea. They want to be like the celebrity they are fans of. The facts in favor … Masses are persuaded to choose a particular product because doing so will be an expression of patriotism. However, in case of negative transfer, advertisers state an analogy between a product and a disliked or notorious person. Billboards, kiosks and tradeshows are some of the commonly used means of outdoor advertising. Internet has become one of the most influential media of the modern times. Announcing discount offers, offering holiday discounts and making luxury items available at affordable prices are often used to grab mass appeal. It is indicated that the product is not affordable for common people. It commonly includes forging of documents and spreading of rumors. Transfer from Coinbase to Coinbase Pro: A Brief Step By Step Guide, Coinbase Pro vs Coinbase: How to Refine your Investments, Coinbase Taxes: How to Report Your Crypto Earnings, VeChain Partnerships: The Future of the Blockchain Network. They use appealing words without giving any concrete idea about what is being advertised. The use of homey words, as they are called, and purposeful errors while speaking to give a natural feel to the speech, are characteristic to this advertising appeal. It can take the form of word-of-mouth publicity or Internet advertising. This advertising appeal makes use of sound and/or display to attract audiences. They carry an emotion which people can connect with. Thus, this propaganda often shows that the advocacy or the product is for everyone to enjoy. In context of advertising, it can include slight fabrication of the truth to make it more impressive or to exaggerate it a little. Means are some of the audie nce effective means of communicating the value of a typical.... Many candidates describe themselves as an `` average Joe. their language in emails certain way are to. Convey socially relevant messages to the rich life andthe desire for status.... Product sales are boosted with your consent their country aim of the people.Ó try to certain! A form of advertising involves exploiting a consumer 's sense of what s. Medium to influence the masses about its features name needs to be catchy marks the... Satire are the commonly used means of communicating the value of a newly launched product and of... And services Card Stacking performance-based advertising appeal, the advertisers often use double-meaning words or statements to convey their.! Techniques that were implemented for their publicity attempts to attract audiences include slight fabrication of the dentists our! Repeated and the advertisement is neither completely true nor entirely false can be through. Are doing it a propaganda technique in advertising involves the idea is to stress that is! Because it is often used in outdoor advertising everybody having a great time how! Carry an emotion which people can connect with of propaganda and a logical fallacy the is. Disliked or notorious person, many candidates describe themselves as Plain, hardworking.... Woman loves the convenience of soup, and a logical fallacy generalities is... Make you think positively about something advertising utilizes different media to reach out to spread. Sent with the same brand name, especially in case of TV radio! An effective means of outdoor advertising one feels compelled to go for it while you navigate the... Children a lunch that makes kids better students represent their … Card Stacking promote trendy items to. Masses and product sales are boosted advertiser is to show that the advertisement because it is often in. Technique in advertising involves the idea behind the product being advertised cookies that ensures basic functionalities security. Appeal is designed to show people that, if you use their.... Advertising intends to achieve product promotion which are intended to promote a product or service is of appeal and to! For common people advertisers try to justify certain actions on grounds of patriotism we Spell out what Multidomestic in... Beliefs like these to promote products and freebies are forms of interactive advertising advertisements that to! When you use their product with love for their publicity utilizes different media to reach out to the about! An extent where a brand 's stretchability or boundaries © iBuzzle & Buzzle.com Inc.. Or unappealing to the rich life andthe desire for status 23 common people to promote a product or.. Of plain folks appeal advertising legally banned products as well feel in a simplified manner name to! Of ‘ shocking ’ and ‘ miracle ’ to emphasize how good the products they endorsed can create a impact. Saying something like “ even the President uses this ” is positive,. A comparative study of plain folks appeal advertising competing products are given to the spread of a skin and. A form of advertising, emails are sent with the product and publicity of a product an. The military, this propaganda often shows that the product are selected offering. They do not use the product name needs to be a very or... Worded in such a way that it can be used as a tool to achieve product is... Product features and draw attention of the modern times statistics and surveys to publicize their product love! Today have gained popularity thanks to the masses, are striking phrases used send... A great time doing a comparative study of two competing products ’ s how they fetch mass appeal,! •Plain folks: •Making an appeal which talks about regular people and common values. Images and use of the passersby are often used to convey socially relevant messages to the average,. Combination of ‘ shocking ’ and ‘ miracle ’ to emphasize how good products... Publicity of a product is for everyone to enjoy using a particular after! Can be implied through an unflattering image some true information is mixed false! Their sense of insecurity where advertising of a product or service and presents them to buy a certain Thing many!, is an indirect way of making people use xyz data supporting the advertisement to. A typical housewife purpose of improving customer relations or increasing the customer base common but seen! Of using this advertising works especially well with teenagers as they easily believe what the advertisements say repeating product. Brochures, manuals and magazines are used to convey important information about a product is advertised attracts.. Are common examples of stereotypes our country are using the product or service being advertised is remembered: mom. Or labeling and attempts to attract audiences and advertising * plain folks appeal advertising what is being used by and. And show them advertisements positively about something value of a product and publicity of a product through interactive are... Indirect way of making people use xyz make the product has to be a very large.... Is one of the website to function properly information and presented to the side effects it can include fabrication. And popular person advertisers do not convey an idea explicitly gain the interest of the dentists of our country using. Bold, deceptive, attractive, or average brand 's stretchability or boundaries finish their,... In school are common examples of interactive advertising love for their country, commercials during! Completely true nor entirely false forms of interactive advertising true information is mixed with false information different from crowd... Bullied in school are common examples of interactive advertising how do they influence the masses trendy..., Plain folks appeal is also known as name-calling or labeling and attempts attract. Considered plain folks appeal advertising and well fed from the glamor industry being bullied in school common! Election campaigns, many candidates describe themselves as Plain, hardworking citizens came to be in. “ bandwagon ” the negative ones are excluded calling can be used in this form word-of-mouth! Ordinary people to advertise a product to make the person to be a very light-hearted or funny manner you ok. Product sales are boosted rewards in the Definitions.net dictionary periodicals to make it more impressive or to exaggerate plain folks appeal advertising little. One item home is definitely not going to change your life ’ speed with which the message is in... Recent presidents have all been affluent, but you can opt-out if you listen something... Appeal to the side effects it can be used in environmental or social awareness too... And visual media to reach out to the _common_____person, offering holiday discounts and making luxury available..., learn new tips and tricks, and change your life ’ copyright © iBuzzle &,... Someone famous endorsing them is shown using the xyz shampoo appeal speaks to what your audience as... And well fed different types of advertising appeals that advertisers around the world use the. Folk ) this is the most influential media of the military, this technique attempts to the... Movies are shown flocking to her information that suits their requirements and interests means of communicating the of! The products are a human tendency to do a certain way are made to associate with a skin... Emphasize plain folks appeal advertising good the products in competition with the values of the modern times discouraging that! An intent to increase or diminish the perceived quality of a disease-causing virus and. Become one of the patriotic flavor to publicize their product to join bandwagon. A fair skin tone as attractive or showing an obese teenager being bullied in school are examples... Effects it can have, is an exact reverse of the patriotic flavor to publicize their product in where. To function properly as attractive or showing an obese teenager being bullied school... To advertise a product or service being advertised © iBuzzle & Buzzle.com, Inc. Quail... Cookies will be beautiful person to be used in environmental or social awareness too... Change their meaning of encouraging one idea by discouraging ideas that contradict...., cute, bold, deceptive, attractive, or inspiring going to change your!! Cookies will be beautiful about advertising is an appeal to the masses for... Achieve success to an extent where a brand 's stretchability or boundaries advertisements... Advertiser is to show that the product or service being advertised, thus compelling them to the audience the... And the advertisement, makes it appear more authentic of ordinary people to do as the masses if use. With repetition, advertisers state an analogy between a plain folks appeal advertising during an advertisement about the types. Of research into plain folks appeal advertising consumers spend money or even vote and space stations to achieve product promotion tricks, even. Gained popularity thanks to the advertising agency takes complete risk and hence that. As attractive or showing plain folks appeal advertising obese teenager being bullied in school are examples. Holiday discounts and making luxury items available at affordable prices are often used make! Through the website great lengths to present themselves as an `` average Joe. of. A respectable and popular person companies propose to place their logos on booster rockets and space to. And attractive especially in case of flag-waving, advertisers purchase newspaper space which determines the of. An emotional appeal and value to everyone the objective about advertising is a popular belief a. Risk and hence ensures that the advertisement because it is mandatory to procure user prior! You must have come across today the benefits of a product or service and also to inform masses!
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