Emotion in TV ads
John KastenholzAmeritestChuck Young Unilever
ON AN INTELLECTUAL LEVEL, television commercials work by telling us what we are supposed to think about a product or service, but on another level they work by showing us how we are supposed to feel about a brand. Good storytelling, which unites ideas with emotions, lies at the heart of advertising effectiveness. For television, that means constructing a visually compelling story with moving pictures.
In a recent interview with the Harvard Business Review [1], Robert McKee, one of the most respected screenwriting...