GUESS • Approach: what core motivation is the brand using to attempt to persuade consumers? The brand is utilizing the motivation of love or the motivation of sex for this ad. Guess usually always has a very suggestive advertising campaign. • Tactical decisions: Describe how the brand accomplishes this. They accomplish this by placing young, blonde, busty models in the arms of "tough" cowboy looking men. Their ads suggest sexual acts and usually show some sort of intimate moment.