The Importance of Emotion in Advertising

I'm keen to demonstrate the importance of emotion. Talk about advertising that makes brands famous. You know that generates these lasting effects because a lot of them, the measurement is focused very much on linear and direct effects not broad lasting effects. I look at the features of advertising in more detail and I look at how they connect with audiences,. The way that they feed through to different types of business effect. And that's what my two books lemon and look out really, you know, focus on but they also have a cultural dimension.