In an always-on, multichannel world where most people spend a significant amount of time online every day, marketing has become a nuanced and high-stakes psychological game. By understanding how ...

When looking at advertisements and commercials the idea that humor sells or sex sells is an emotional appeal, however sometimes that is not what will sell a product. Sometimes the appeal is in the ...

Evocative advertising may be perceived as the domain of B2C, but ads aiming for an emotional connection are just as effective for engaging B2B buyers, the data suggests. To dive deeper into the role ...

Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced. Media psychology ...

Imagine sipping a beer and suddenly landing your dream job, or a glass of wine doubling your bank balance. Sounds like magic, right? Yet, alcohol ads craft these fantastical scenarios to sneak into ...

Anyone who’s shed a tear (or a thousand) during Sarah McLachlan’s ASPCA commercial knows that as much as we might like to think of ourselves as purely logical beings, we’re often driven by our ...