Consider paper products. Charmin Ultra bathroom tissue is promoted primarily on the basis of its "Squeezably Soft & Thick" attributes. In contrast, Bounty paper towels have long been promoted on the basis of their absorbency "The quicker picker-upper" In recent years,ads for Bounty have been emphasizing the towel's strength "Look! It's Quilted." Of course,it's also possible to emphasize both attributes and functions. Ads for Kleenex Ultra facial tissues emphasize their "extra layer of softness" that provides a "soft,silky feel"to the skin.