The Emotional Core of Advertising

This chapter explores the findings of a pivotal research study that reveals the importance of emotional connections, particularly the aspect of 'liking,' in predicting the success of advertising campaigns. It highlights the halo effect and the impact of nostalgia in influencing consumer perceptions, emphasizing that emotional appeal can enhance brand attributes. Additionally, the discussion traces the historical tensions in advertising, from early psychological tactics to the modern digital landscape, illustrating the evolving philosophy of advertising in response to public skepticism.