The Secret of Television's Success: Emotional Content or Rational Information? After Fifty Years the Debate Continues
Robert G. Heath
School of Management, University of Bath
Insights from
Horst Stipp
The ARF
INTRODUCTIONThe arrival of television advertising in 1955 changed the world of advertising more than anything before or since. For the first time, people were able to see moving images and hear sound in their own living rooms. And, for the first time, advertisers were able not just to communicate but to entertain. In a very short period, it became clear that those companies that used television to...