Quick Read: At one end we have ads with heavy emotional messaging and at the other we have those with hardcore rational, persuasive messaging. And then there are those that make interesting attempts at occupying the space in between.
My contention is that truly great advertising does something far more important than deliver a rational message, and far more important than entertain: what it does is to establish associations. (Heath, 2002)
Seducing the Subconscious is an acclaimed book by Robert Heath on how advertising works. A key argument that he makes in this book is that the best advertising actually works through emotive as opposed to persuasive messaging, and emotional content is processed most efficiently at low levels of attention, not high.
..a substantial body of research has shown that emotional associations established at low levels…
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