Imagine you are writing an ad slogan for a new type of breakfast cereal using the media technique of association. in order for the slogan to be effective, it should

In order for the slogan to be effective, you should review the breakfast cereal first. Take note of its positive qualities which you can use for the slogan. Find the selling point of the cereal. Is it healthy? From there, convince the consumer that it is better than other competition. They should feel the positive quality of the cereal. 

A. they give the reader hope. if the whole book was dark & unhopeful it’d be a little less interesting, little moments make it more interesting to read because then you want to know what happens. if it’s all dark there’s no point in reading if you already know the outcome of it.