Unspeakable truths

Date of publication: May 22, 2019

Catalogue: Asia Pacific 2019

Abstract:

Ads which trigger any emotion work better than those that don't. Ads which trigger the right emotion work even better. A problem, however, has always been detecting unspoken feelings; the real kinds of emotion that an ad generates. The aim of this study is to enable VF to know which emotions do their brands elicit, decide if these emotions are aligned with the brands, and to determine if emotional targeting was used earlier in the creative process how much better would Ad performance be?

Whitney Xi

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Rupam Borthakur

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Mike Underhill

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Bruce Bogle

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Natalie Ho

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Subba Kumari

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Research Papers

Research Papers

Research Papers

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