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Skills usually applied to selling products are now being applied to selling us a government, writes Gene Kerrigan
You know how it feels when you see a Magnum ice-cream? Probably you think - oooh, nice, but I shouldn't. Probably, we all feel something like that about all ice-cream.
But, with Magnum, there's an added factor.
Everything about it says luxury and pleasure - the design, the colours and the fonts used in the packaging, the images created by the models who advertise it, people famous mostly for just lying around feeling good.