Emotion in TV ads

Chuck Young, Ameritest, and John Kastenholz, Unilever, explain the importance of emotion in TV commercials, and how different storytelling structures lie at the heart of ad analysis.

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...