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Six basic principles: Social Currency, Triggers, Emotion, Public, Practical Value and Stories.

This commercial for Jenny Craig features Valerie Bertinelli as a direct source, endorsing the brand's offerings. In addition to relying on her attractiveness (physical beauty and friendly persona), this commercial also draws on Ms. Bertinelli's credibility as a Jenny Craig client who has experienced weight loss success. With her familiarity and success story, this source may effectively encourage positive feelings for Jenny Craig.

Stories - Evolution of Real Beauty. We live in a world where we paint a skewed picture of women, and beauty. Models are beautiful - they are perfect. Evolution brought this to life. The campaign sparked a great deal of controversy. In addition to making this public, this video game people an excuse to talk about it - it was a story that Dove was able to get people to latch onto and the brand benefited. It wasn't about Dove, but they inserted themselves into the story.

What A Wonderful World With David Attenborough -- BBC One [FULL HD] - YouTube