ARF neuro study proves power of emotional appeal in advertising
Geoffrey PrecourtWarc
The dog was just too darned cute.
Arnie was an abandoned dog whose luck had turned – largely thanks to the efforts of The Shelter Pet Project. The Project, in turn, was the beneficiary of the Ad Council and a series of TV spots created by volunteer agency FCB Chicago. And, to complete the cycle, FCB had been able to fine-tune that work thanks, in some degree, to the Advertising Research Foundation (ARF).
The ARF – with a stellar list of partners that has included organizations such...