“Intellect and Emotion are partners who do not speak the same language. The intellect finds logic to justify what the emotions have decided. Win the hearts of the people, their minds will follow.”
– An Excerpt from The Wizard of Ads by Roy H. Williams
I first read The Wizard of Ads in 2008, and these were the words that stuck with me. Since then I have gained a real appreciation for advertising campaigns that create an emotional response. Through creating an emotional response, regardless of what emotion it is, you remove barriers that rationale places, and begin forming a relationship, a feeling, and a memory. How an advertisement makes you feel will be what you associate with that product or business.