PHASE 2 & 3: CLASSIFICATION, CLUSTERING & HIERARCHY

Taxonomy Extraction — Direct-Response Ad Annotations

316 annotations from 25 ads | Processed: 2026-02-19

SECTION 1: UNIQUE STRATEGIC TAGS (Deduplicated)

These tags describe WHAT THE COPYWRITER IS DOING (the persuasive function).

STRATEGIC [hybrid] tags (copywriter action targeting viewer psychology):

• Aprofundando medos do lead (Ad 8)
• Aprofundou medo do prospect em 1000x (Ad 2)
• Aprofundando medos do prospect (Ad 18)
• Aprofundando os medos (Ad 24)
• Aprofundando medo do lead + Spoiler do MSOL (Ad 26)
• Aprofundando medo + Aviso prévio do que está por vir (Ad 26)
• Aprofundando dores + autoridade no nicho (Ad 8)
• Inseguranças e medos do prospect (muito medo) (Ad 15)
• Descoberta médica + Aprofundando medos (Ad 25)
• Desejo da mulher de ser perguntada se foi botox... (Ad 8)

SECTION 2: UNIQUE PSYCHOLOGICAL TAGS (Deduplicated)

These tags describe WHAT THE VIEWER IS FEELING/THINKING (internal monologue).

COPY_AS_TAG (copy text formatted as annotation):

SECTION 3: COMPOUND DECOMPOSITION

Each compound tag is decomposed into its atomic strategic/psychological components.

SECTION 4: CLUSTER TABLE

Methodology Notes

• Clusters group SEMANTICALLY EQUIVALENT tags across all 25 ads
• Frequency = total number of raw annotation appearances (including inside compounds)
• Atomic components from compound decomposition are counted toward their respective clusters

SECTION 5: HIERARCHY MAP

TAXONOMY HIERARCHY
==================

ATTENTION (hooks, openers, pattern interrupts)
|
+-- C31 CURIOSITY_HOOK
|   +-- C32 PARADOXICAL_QUESTION (sub-type: question-based curiosity)
|   +-- C43 CONTRARIAN_HOOK (sub-type: contrarian-based curiosity)
|
+-- C33 BELIEF_DISRUPTION
|
+-- C42 THE_ONE_THING
|
+-- C41 STORY_EMOTIONAL


QUALIFICATION (who is this for)
|
+-- C24 AUDIENCE_QUALIFICATION ("e pra voce", qualificador, persona)
|   +-- C46 AUDIENCE_EXPANSION (broadening the qualified audience)
|
+-- C23 UNIVERSAL_APPLICABILITY ("funciona para qualquer um")


PROBLEM (establishing what is wrong)
|
+-- C03 SPOILER_PROBLEM_MECHANISM (tease)
|   +-- C04 EXPLANATION_PROBLEM_MECHANISM (full reveal — child of tease)
|       +-- C52 ANALOGY (rhetorical device within explanation)
|
+-- C35 ROOT_CAUSE_REVEAL (the "true cause")
|
+-- C53 CONSEQUENCES_OF_PROBLEM (what happens if problem continues)
|
+-- C47 COMMON_MISTAKE (what they are doing wrong)
|
+-- C39 REASON_WHY (logical justification)
|
+-- C22 PAIN_DEEPENING (present-state pain escalation)


INVALIDATION (why other solutions fail)
|
+-- C01 INVALIDATING_OTHER_SOLUTIONS (general)
|   +-- C02 INVALIDATING_BY_PRICE (specific: too expensive)
|
+-- C54 SOLUTION_2_0_BRIDGE (transition from invalidated 1.0 to new 2.0)


SOLUTION (the method/product)
|
+-- C05 SPOILER_SOLUTION_MECHANISM (tease)
|   +-- C07 PRESENTATION_SOLUTION_MECHANISM (formal introduction)
|       +-- C06 EXPLANATION_SOLUTION_MECHANISM (full reveal)
|
+-- C25 METHOD_SIMPLICITY (easy, simple, quick)
|   +-- C58 RAPID_RESULT (speed of results — child of simplicity)
|
+-- C62 METHOD_SAFETY (safe, natural, non-invasive)
|
+-- C48 DIFFERENTIATION (our product vs. others)
|
+-- C44 PRODUCT_BUILDING (creation narrative)
|
+-- C51 MARKETING_THESIS (technical rationale)
|
+-- C28 PROMISE (end-result claims)
|   +-- C63 RESULTADO_FINAL (concrete end-state image)
|
+-- C29 BENEFITS (specific positive outcomes)
|   +-- C30 PRICE_BENEFIT (cost advantage)
|
+-- C37 OBJECTION_HANDLING (neutralizing doubts)


PROOF (evidence and credibility)
|
+-- C11 SOCIAL_PROOF (crowd/statistics)
|   +-- C15 TESTIMONIAL_PROOF (named individuals)
|
+-- C12 PERSONAL_PROOF (speaker's own experience)
|
+-- C13 DEMONSTRATIVE_PROOF (visual demonstration)
|
+-- C14 SCIENTIFIC_PROOF (studies, clinical data)
|   +-- C34 SCIENTIFIC_DISCOVERY (framing as breakthrough)
|
+-- C16 EXPERT_PRESENTATION (introducing the authority)
|   +-- C17 MEDICAL_AUTHORITY (medical credentialing)
|
+-- C36 SUPERSTRUCTURE (celebrity/TV association)
|
+-- C55 PROOF_THAT_SOLUTION_WORKS (direct proof of MSOL)


EMOTION (psychological levers)
|
+-- C21 FEAR_DEEPENING (escalating fear — STRATEGIC [hybrid])
|
+-- C26 FUTURE_PACING (positive future)
|   +-- C27 NEGATIVE_FUTURE_PACING (negative future — sibling)
|
+-- C20 COMMON_ENEMY (external villain)
|
+-- C45 DESIRE_ARTICULATION (stating audience desires)
|
+-- C59 EXCLUSIVITY_UNIQUENESS (elite positioning)


CTA (call to action)
|
+-- C09 CTA_BUILDING (preparation/transition)
|   +-- C56 MOMENT_OF_TRUTH (dramatic transition)
|
+-- C08 CTA_DIRECT (the ask itself)
|   +-- C10 CTA_COMPOUND (CTA combined with other elements)
|
+-- C50 OFFER (pricing, bonuses, guarantees)


SCARCITY (urgency)
|
+-- C18 SCARCITY (general: limited time/availability)
|   +-- C19 INFORMATION_SCARCITY (sub-type: the info itself is scarce)


PACING (structural/flow devices)
|
+-- C38 SKEPTICISM_HANDLING (acknowledging disbelief)
|
+-- C40 HOPE_BRIDGE (pivot from problem to solution)
|
+-- C49 BULLETS_LIST (enumerated formatting)
|
+-- C57 GOSSIP_INTIMATE_TONE (conversational tone device)
|
+-- C60 STEALTH_SELLING (disguised pitch)
|
+-- C61 GAP_TO_VSL (information gap to drive VSL viewing)

SECTION 6: FREQUENCY RANKING

Clusters ranked from most to least frequent based on total appearances across all 25 ads (counting both standalone and compound occurrences).

SECTION 7: ORPHAN LIST

Tags that do not cleanly fit any cluster or represent unique, non-recurring patterns.

APPENDIX A: CATEGORY DISTRIBUTION SUMMARY

APPENDIX B: PSYCHOLOGICAL TAGS — COMPLETE LIST

Only 6 unique PSYCHOLOGICAL tags were identified (all from Ad 1). These represent the viewer's internal monologue as annotated by the copywriter:

1. "Provavelmente, voce ja viu esse cara falando sobre constipacao antes." — Recognition/familiarity. The viewer feels they have seen this person before, establishing pre-existing awareness.

2. "Ele parece saber do que esta falando..." — Credibility acknowledgment. The viewer begins to trust the speaker based on perceived expertise.

3. "Espere, eu nao sabia disso." — Surprise at new information. The viewer's existing mental model is disrupted.

4. "Ok, isso realmente faz sentido." — Logical acceptance. The viewer's rational mind agrees with the argument presented.

5. "Entao, esta recrutando outro coco para entupir seu colon?" — Alarmed realization. The viewer grasps the severity of the problem mechanism.

6. "Ok, entao nao e fibra. Entao, o que eles estao fazendo?" — Curiosity after invalidation. The viewer's previous solution has been removed, creating an information vacuum.

These psychological tags appear ONLY in Ad 1 and represent a unique annotator approach — mapping the viewer's thought process rather than the copywriter's strategic intent. No other ad in the corpus uses this annotation style.

APPENDIX C: CROSS-REFERENCE — HYBRID TAGS

Tags classified as STRATEGIC [hybrid] — the copywriter is actively doing something, but the target is the viewer's psychology:

All hybrid tags are classified as STRATEGIC because the primary agent is the copywriter — they are DOING something (escalating, deepening, articulating) even though the target is the viewer's internal state.

End of Phase 2 & 3 Analysis Total unique raw tags processed: 316 Total clusters identified: 63 Total orphans: 9 Total categories: 11 (ATTENTION, QUALIFICATION, PROBLEM, INVALIDATION, SOLUTION, PROOF, EMOTION, CTA, SCARCITY, PACING, META)