Emotion, attention and memory in advertising

This paper explores how advertising can leverage the interplay of attention, memory and emotion to influence people's brand choices.

Emotion, attention and memory in advertising

Yannick Carriou and Gailynn Nicks

How can brand campaigns leverage the interplay of attention, memory and emotion to influence people's choices?

Looking for diamonds

The Diamond Producers Association recently released a new set of ads. They aim to reintroduce the idea of diamonds to the relationships and aspirations of millennials. This is a group for whom "forever" is a meaningless concept along with tradition, eternity and commitment. Their focus is the journey, not the destination.

The new theme is about honesty, authenticity and truth, separating the fake from the real. The campaign moves away...

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