Truth or Dare
This Verizon Wireless is very consumer-oriented. I feel that the subset it fits into is Attitude. The Attitude is right in the big, bold headline that reads “Dare You to Touch One.” It doesn’t only play off the name of the phone, Dare, but it also gives you a sense of confidence, or maybe even cocky-attitude. The ad sets you up for a challenge: Go to the Verizon store, and test out this phone. They almost are testing you to not like it.