What is more important, the message or the emotion?
Creatives from across the creative industry speak to Mumbrella's Abigail Dawson about the tension between staying on message and tugging at those all-important heart strings.
In June, Think TV released a study which found adland and Australians agreed “TV was by far the most likely place to find trusted advertising, advertising that would make them feel emotional and advertising that would stick in the memory”.
Defined as a “strong feeling deriving from one’s circumstances, mood, or relationships with others”, emotional advertising has made many a successful campaign.
This article was first published by Mumbrella on November 24, 2017.