September 14, 2010

An Emotional Appeal

Clients often ask what makes one ad campaign better than the other? Of course there are multitudes of answers, but I firmly believe the answer has to do with emotion, specifically emotional appeal.  Ads that target the human emotion, not ads that simply trump their products’ features will resonate to an audience.  Not following? Well you soon will.  Case in point, Ikea’s new ad campaign,  “The Life Improvement Store.”   Ikea isn’t simply touting their affordable, self-assembled furniture, but instead is focusing on the theme that having a custom-designed home can improve a person’s life. What do you think?

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