This essay talks about SWA's marketing ideas. Thw way they use the word luv in advertisements.

Southwest Airlines is the fifth largest airline in the United States. It is operating more than 2,100 flights per day and carrying over 44 million passengers a year to 50 different cities all over the United States (Cohan, 2003). Southwest is very well known for its best on-time record, best baggage handling, and gets the least customer complaints in the airline industry. When Southwest Airline uses the word "love" or "luv" as a marketing approach they are not talking …

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