one more example


“Before” and “After” don’t have to be routine, they don’t have to follow the assumption of an unpleasant “problem” followed by a satisfied “Solution”.  We can challenge the assumption and reverse it by showing a pleasant “Before” and an unpleasant “After”.  Like this ad for Han-Brinker Budget Hotel where you will find NO PARKING, NO SAUNA, NO BELLBOYS, NO AIR CONDITIONING, NO MINIBARS, NO ROOM SERVICE… except clean basic rooms.  No wonder you will be exhausted “After” your stay.

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