The language of emotion

This article explains how brands can use metaphor to build an emotional connection with consumers.

The language of emotion

Poonam KumarTNS APAC

From Disney princesses to Dove and dirty whites to silky chocolate, the power of metaphor has never been more central to marketing – and applying metaphors with precision has never been more important for global brands

Human experience is filled with intangibles: the emotions, aspirations, fears and expectations that dominate our lives and our personalities. Putting these invisible forces into words has never been easy – but it's where our languages and cultures are often at their most poetic and creative. The techniques we use to express our innermost thoughts and experiences...

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