Emotional … but does it sell?

This article describes AdEval, the TNS pre-testing technique which discovers what emotions are evoked by advertising.

Emotional ... but does it sell?

Sue Burden

Emotion and advertising – two concepts that are now inextricably linked. Emotions are seen as a positive force that advertisers can harness.

As the planner David Bonney said, 'Advertising has learnt that man is at the mercy of his emotions. We know that emotional responses precede conscious thought, determine allocation of attention and can occur without our being aware of them.

'So, much as we may stress the rational, persuasive merits of an ad, if it does not evoke emotion, it is still-born.' (D Bonney: Emotion: a familiar friend we barely know....

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