TV strategy: The art of subconscious seduction

This article argues that the most effective ads are emotionally appealing as these are processed subconsciously and build empathy.

TV strategy: The art of subconscious seduction

Dr Robert HeathUniversity of Bath School of Management

TV ads that are information heavy and aimed at consciously persuading the viewer to purchase your brand rarely succeed; whereas ads that appeal subconsciously to human emotion, building empathy, have a track record of success.

TV strategy

This article is part of a collection of pieces on perfecting TV advertising strategy. Read more.

Successful brand-building TV advertising is 99% subconscious seduction, 1% conscious persuasion. A lot of you will see this statement as pretty controversial. Perhaps the sort of thing you might...

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