While selling insurance, a family is shown in trouble after the death of the insured bread winner. There is some vulgarity in this. Instead, we can use inversion. It is an exaggeration that is not credible.Its very incredibility reduces the resistance. A flower wreath with a label ‘they will not forget you’ , even if you do not leave them anything is shown.Sometimes non-realism is used to make the message more realistic. The reader should feel that this would not happen to me. The more exaggerated, absurd and non-realistic the message is, the more positively the message is taken. A couple on a beach indulges in kissing and the body of the boy convulses and becomes lifeless. At this point the medicine for nasal congestion is advertised. Negativity is avoided by focussing on  a relatively a minor trait. Hindi coaching can be advertised by pointing out how the lack og knowledge of Hindi affects the social life, say interactions with a north Indian girl. A gym could be a place to watch TV without any disturbance, or a place to make friends. Minor benefit is focussed upon when primary benefits are too well-known. Inversion also shows generosity and empathy towards the non-user. Advertisements using inversion do not feature a product but emphasise the benefits. It would not suit for a product with undifferentiated benefits. It does not  focus on the brand, and hence suitable for market leaders.