Form

Pay attention to forms, name them, and play with them. One way to do this is through multimodality.

All forms in the Juul ad:

Different warm colors, looks cool, friendly, crisp cut shapes, writing saying “smoking evolved” making it seems like this is a whole new thing and is good for you, spatially the Juul takes up the entire screen, and fine print at the bottom that is probably a warning, the person looks very young and confident because of the way she is standing, an invisible equals sign between JUUL and the picture of the device.

Mostly advertised to teens. Could be to guys based on “Sex sells”.

HW: Is sexy an emotion?