In this new semester, I’ve jumped into a new world – advertising. Different from doing journalism, which requires reasoning, logic and the presenting of facts, advertising appeals to emotions and intuitions.
Neurologist Donald Calne’s observation partly explains the reason. He said,
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions”.
Companies want their products to be noticed by consumers among a large number of competitors. That’s why they need advertising. Interestingly, those ads that impressed me most stands on the two ends of the creativity scale. There are those with extremely smart ideas, while others rely on the repetition of the dullest lines to create a conditioned response effect, like this one:
If both kinds of ads are impressive, then why bother drain the brains for smart ideas? The answer is obvious. As part of the branding strategy, an ad goes beyond introducing the name of the products. More important is the value, culture and spirit of the brand that
E-verything with an E- 