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A video ad for North Face, the apparel brand, featured the slogan Walls Are Meant For Climbing painted on the side of a multi-story building,

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A video ad for North Face, the apparel brand, featured the slogan "Walls Are Meant For Climbing" painted on the side of a multi-story building, with professional athletes filmed scaling the side of the building. This ad appeals to the consumer's reference group subliminal perception self-concept need for belongingness antecedent state

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