, a hard sell
is an advertisement or campaign that uses a more direct, forceful, and overt sales message, in opposition to a soft sell
Theorists have examined the value of repetition for hard sell versus soft sell messages to determine their relative efficacy. Kardes and others have concluded that a soft sell with an inferred conclusion rather than an overt hard sell can often be more persuasive.
- Frank R. Kardes. Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion. The Journal of Consumer Research, Vol. 15, No. 2 (Sep., 1988), pp. 225-233