Aesthetic emotion and long-term ad effects

Chuck Young

Chuck Young, founder and CEO of Ameritest, argues that the debate about emotional versus rational advertising is a red herring.

Aesthetic emotion and long-term ad effects

Chuck Young

There is a fundamental distinction between the kinds of emotion we experience in our daily lives and the kinds of emotion produced by a work of art. If advertising is an art, like music and poetry, painting and photography, novels and film, a discussion of the nature of effective advertising must deal with the experience of aesthetic emotion.

In life, thought and emotion usually come to us separately. In art, they are fused. The emotions generated in the audience by the work are there by design. The thoughts evoked in the audience...

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