Marketing
April 9, 2018
Brands such as Lincoln and Apple use emotion well in their advertising. Image credit: Lincoln
By Danny Parisi
NEW YORK – Emotion is at the core of all decision-making, and for advertisers that means learning how to activate emotions in consumers to influence their purchases.
{"ct":"rXRya3VxNfNLxrCVWTOEBzEOkg19Mm8ZAe0bhUzVwLZuIBtwgFqFwsLun8ppqrs1RPYC\/DCq2aRK52tOZ+7BAUQ12nKZno3\/Dd2IjFlsRHaebCIctjB8GwmxRSJSWN5LWZUIVv4mjHMkTXvOEPvdvR6GidkI\/wNoJzYCB8pFUi403QXJWuh4U\/j7BHqY8dvk1el5E+eXV4bR8oTJQByxI7xAs5HwnBsO3SgixFMlpeHJ\/6LkTobxNmpwx2AdZRI1WgyOzUDW8\/rcWpD8IZj\/VJqze+5AgNj0WaGbk4aJ2Pc5Vh1eW3U1D8L+kmTjqq33R1gN5peUDeUJYFk2iRaY+nILWGQxYScL8AQZaeW+50UwcKbYEvnRK6bb3RjmDos826dBMGHrHoOGFgh\/T6i7IIyjnfKq5+GG0HpIkrrsEGGlYABvf+cfFCI\/uqiZXwUbjEqx0G4sjXpUyat3Kq6LT5+wm\/NOOo6QAgOi544s8RYFGwjH52z2umoimCfnEiHbBPdJwv6ldrpWWBOG8oKlRAIvaKu82KVV1tBQs4j8joAMvNVt2I8Dt4Wlydoznl\/jfFQCvTplm3faVX\/JPgiOE4cq5qG\/VrwvykMOMxGbjE0SQ+fzlKoBu5iFAiJJxaGUtIOwDSzVr+4HMilKxgM+QvuPU4wHW5f4\/5M3dQ1fiuxubqJDLM9vi4lsSHkSBwBVfQgWx7AQsoFgAOUCBjEHaS8iBdzsDBrX3cSMwaecaTjVhNbAFG3KQERqfSXJytpA9Tra3V5XAJZ4mUUOs0Q73tqHCwexz4MycF5BI9fr+p5yNuq9tZVIZPFkP4fG+XD6kxXubj+y3hmMF60Z8OSZzyGD7O007Wp5wxusIP6Turjvb82jyYDQFZO3\/Z\/GtFnXeY5u2Mom0ZuAm38FyIZdWV9xGyFz8fGzIt0NwJ8kWQvZWY09LQyzgTRS\/ICP1UnDRdkHHn+\/vEK0RqUyttzUanWDTRQhKnYaIEygbX5PmgibBHivxVzbFl\/nHewm4orEaUNHgf+xIsUUil4klK1ImKnoV0lSB0bBRA1DuZlCB9Tz2V9LkA0IYAZiaVEWEoH1QHecgIx33TrjzqX\/6IgohpUVxaP73bM0eB4SJp1FsrC+ZCSP+QLwLQ27Co3rgnlJZYT7mdL7A1xaJM95DU+BCoIWOXS\/8N3tA4vqRzOlRt8+DSjE1\/uJx9X+Lt6BAe6\/yfyQmfb7GuWHpDqG20efdctDt0S0rAlHaK9CXahTBH65Kmw6iD\/YYgBTjNtSUyBw7uYby6BQy1v0keDj+pH+v4gdaCv1toM3Hr5O4ed13KjDxAIUYoMiL4MQiOZn2IhZ8Rsj37qOTbW9hP++zblGy3CWjKR\/704XgP6IKV1gJcxGxJ3F23wAbJKRsHyRh39vq949g64riK3Yb0W3t8m1VDFArn5B4GIHnBkGGzAej5ejJP40\/hVJkhMPq8oUucQBAAnu3pub2Gco50K1IY1M2Iy\/iHPfGfRIoArcCRTmVyJ7uHi5gUvFQbcmlAJJF1kj4wA1qWwRaLqm5zHWeJsMuZe+3YLKknGc0EWtlsFY\/vHXig8lSkAtelt313Y9WU0343bOhrXolJ9+wO38QroX52TTRNjnBQbhIyJ5v5dUdL6zQ7++DfZpgJNfix67DQAPK305GLytlDV8eeSH8T8EkBigmLfI2R5RqZvO1cuP6XvxHZoXHICbuckD2BgU9ekniZz0MALdNsAV2T+HbuHfI5ELh5i7LChgAWieLqrdma0zIjazLJInDtRghbPWSDwLJq6E+voqbLexyERd+zvEZIVu3g6z8Pjbf\/XsLitSO24FgmlXengMSwXD8OnKyVtIJHYoSAhO\/KTCK9ywczE7tF1tAJxhnQJDBu32VtY9Vtv8ma+DyQpWE3XveFVJ0jM9u1+7NmYP236yamu+RF\/y0LOfejrOd1mDEQyczZPixRnDBZrYTih6VdQVa7bcUNtCIyFk1WTWKQqS5YULfu69a1EhEKKcqCbjyCGuZ5\/Y0g1RqhdP6F418jp7zBQCSAFvtsNuyWpo7X2EfLskwuVQ0DqeOyeg7Y696Jv6G1OkkgGbVacQvbgKhwBAN6AZUe9\/RdRBEt9vuGD2M0ry\/X1Zt0MBs06vsMVzNwaKV+yEQ6MW9XPZOSShf7YcVouegWgsi\/by8cIml5twYjlf0Sy473yDLwOkXOCr\/zxMmGZsMymSxe5YThXUQYwcvLrAHTz9ptad36726ZNxhtJkYg7KejBIia8mCqllWeIrJkVIExTMQPNCV5cR0Asoh4MGdVvUqTBwN3O70krwzeCXkAFOlpvksSzbKsm40g1nUKus7B5b35LXYOPvByLIsmhWwXo7BRvDyECiTwVECFw84EewcFuENb7KVhOVWserIbhPs92nfQp+NJ+KZzqNJzChzkg8cG9D66hatZ5D+Tg4gaq7VR0C\/JZn1vPhv1z9vp7ze6wxG2Fkk3LxPrMIM8eGD6xq\/IG953rfyhxnHDuQPVmb31PeMwp3hndFVy3rxOSgFnwFxilJmN8FAAjHaHhzWFsBVejK+xRjaQ98Tc6KQ7EXmV69NL7VLcxXHUN+x\/t3QuYm1WBG9SQNlsYWbNmFEUTjz\/ph0m2dg1sYuXRa7SoQGGvvvcLbHbSaEMj3t0FokUrAKxBF1vkqe4JXErK2ond8jxfzxSfJCkNcgfYOflGyPn5YiE1Bs7iw0X\/5KzJLm3FfmbysCHtNnvmV2wqkkSxtcsf7qgA5x41rWhd4y5dItjwHAmi3iv4Gzb3i2zwtxB7oVQlODPX9+lbK4w2lFPJm6LcOKwpZulch4gwmlB\/RjK9yPBGVCdoVfEm2fzCiPc4Z4sd9zgV64y\/VhHlikO7mUOL4fnnCV\/8+3i\/m7jKTBQ61XLK6i2RRyY1JZEnAPa1+95holKkyGeBlr2hAweenu7vujaULplYpC31tDf7LajVKR7Pl9v841sZDJBARQuNjTgGBXe5ec2z1Fvk4cprL1U8qG69jySKDbgP4gxNyrBFxvt15gimkHJbmujNu\/dqxGhFwnAxEGlJ2MApUiiQwj4lr4UmDIs\/GqGBP1pKQwk9c7HwNNXVnXbUV8aQyYb8e7MIMOxTZ31l5ehlBpeiGyj1\/wZY8vzCc8\/qEvgyIfBOa2C5zYD8tJkjf6zFbTajrqI2395kEeVUK3fqe1n6gvZJPGYhkNRVT1hF9gBBM8Sc+YLlrLfyRuNLPjwcUbit\/Q7sMDB0dI9I1uFLchL7bK9VYdvJN9dK05fTx605xlw+yKGjEVExRoUb4DDVMqhAo8RqJG16dow0tNIuSvCpXnNC9SB55D0ZoP6Im4Qfk3IBFRmF21Wuo1qOmM0p8Z2HgyD9Kp+M3sGx9dG8zfmgeBNkyH6HHienfEN5nPtTgq4w3U27Lsk+JJzqrTO686GBcmi3KzudWFsfhy7hiyf54VMB8YjXh7Nx15lDbnG2VQ4zQFgB9\/F8\/vEvdt4yCzW1GH\/MUxTud+Q0E894W4gw49V6GApwLzi7ib4e27tO42Ww48qK96wVCASkce\/nuMHeEvZbRYyQTsvBYG6fx1OcTfZjVk+WCuJiXHqYm1zhDmjeAHLtYOBuOyLuFPd07K8u3\/M6vkTRVtPsdvwnbDD0SLFfkwpv8zC2qLo\/90HcfXRWzXrHEzBcPrLPGJbYnlbOsZvZl8BVwjiONkZeB7Lm60w6zybKo+CySZNwwQS4aQNwfXH8Khq\/tr6m\/2pun4XtnMYzfIkCQjiB1VI43mnqVbevMlKjnbOgHxFuJ+gLOn8ll5\/RZQPm\/tW\/ESg1AoZwHfAN0A1YxrsO2SJhHkCpY+2xLJzETR3KHgGRjQk1gN9Yey5AcOcEP\/QTtn2TTnl5F3d+HYX1X7hGjCwx6gQ1ApTAj7R7yDSgFhvZaCcCcNOAglq0as7yFsh7eb5mP7\/yOrwpln\/1F3RS3BVgVQhHmYP6Qc\/3r3oFt8A\/Yd3LgWcw4Wjqx4gJnuN4S3YwzRIMAqzCFR9KeVbyL6rp\/EJXACH5DXqNg2D7Ut6rYJmmHgjFThl79NUETD2w3svHKE85BCBxMnVrkMyDO+Mk13\/2xYbBRzx8tnyMuPV6cGL+jmL175M8JCVF9OkT0XxQoBpdvFYmFwOyxZAGSSNzFx4jS0Np2YqjaX88kMyJebODsiLp+BCwh4i1seOq+cZR4x4K3bVOdKZDP3646KWd9asscG91zin1fBqlDMRdvyYF28Bn4i8ehFgkyZ8ruyxvfn4HZcx\/6PRk5A891dJUtrL4FPhUHSm2x6pmykgO\/7orRRLjx9n1pl0X638hE1C+BTyFOQ9Qy4\/8CGgjmRr3eB6VyTIn9n7+XoP98Kl\/kPcvvC+9ImkW+ue5\/CnsHNfvLieuZjATXt3gQB98U99eOnS7RbBbBxOMXBiVaUiSm6jvGgK9tcsk7Y2DSmFQhRmLQt4fJIXWm5PN42HvCXL9P9K1BKEneAPaIjaxXB8G\/nR9JzOpRsj0PiiKZb5IxeYcVLA8Q3KucmzPEnOM+0aWadIeRJGFHxeabXekd3Iaz9A3FNL81z\/LT0tvbw8UN7rHLj8+yiMsfRKHaYmyBHqzvj9yIwxkmUxPnT+FGt9WjijDJvNla0jgkjFi3gmSvgoMl2eorZjRccOb+SFB3a7rFF8ZEM1fweo483kfLzby9H\/L7RIVcWTF340FEkZD5kfeCyp\/w5C9\/mk2mS836RrL815GkJqHqQQ6xeR0+9P4OETHaABMqg4Pg5pj+MDRJM5JeXXv8NET45va2jt7zvMIOERCk84oGtqTrAgksuO9oBKmtFp6cs\/3ilUj0n37Gw3LQX0l\/KhS2kyOaehjsoOIENOmOlkznMfZNS+kjPiGuZcmQT5niP+5ZAIBVzfMpxpHXT4gPIES4DrTnX07O+5N2ECy+FeN4xkE+rY1WQ\/tC91jU0\/\/rTrQ0d8MpEMrFCDBIIAYp\/xhBPhJig1h07kmMWCZc9LUngfHt9CUurJohcpXbdOxkgDYBQvg0KLX3D9G5cKtxO\/SsDgjDAv2VYvIAWOxXcXQMp\/yHXk6V4lHJMKQTQmdnUo1gQA94GGEqw424IBIqtCFqFPlHygkSYCJbZ6848sgUPUAmx9ezKzb8NUNIW6jb6ds2ZsGOIvAwg9LweNk3iYtsnxBdUdYW911drHz4XzpA5dHka1RO0dM8SkDjL3I0PEiZOGqWIGyxxZ2\/KFlGjUDpeCfY1YZbwYof221Uq+qdsbk+tqWvyPNbD\/Nhf+c5PdDF+VzmpXUVFvDcx6ms4e9ZaqVzzATrhbZNG0lZDlICkpvmVP5tSEIKPb\/HXJa3AEGUrVixxMksgq85pKez7Kb2NSNYtiyG3RRoxuYplPvazOhj5EgXRXT5n2FGbSlj6EIsm1e\/JHjiSPVA2HMdOwYxMikD6h3YribUM3wB9eN9NhkFC80V\/zToWZsVkfXiDt2AWmEgHb1NLISiI6XkWteu6h3MXS17Oyqaw8a557LX8OIEmvLvmdymuJ1O13dVmgkgP6RhozDttPb4NRUjNLwMLnFh37xegik9Mh9ncbqrW73AUzmG6Ec\/SU2OWXS3WlS+JmSGKjIR1hnlH5BK4oiWRoejZHfcG4FQYcL7SLhhRMOynNl3WwRlUJXJ\/6t0ZD7QJdra3QWQkKfqZehwbGRshB4kn9A+TWB3biyA+f\/SQJgHj1\/aLv+AY04Q0Osz01DBcZw\/NUdwcvq\/6i\/mWbdSJiMlNKajs2booHTwcXuA\/kqvUE3oZt+Pb5EopgtqvULk6ksUkfshQLf8UMmiJufQmu66X0Mxhsaj06Slw2H3\/ovdIAy\/tmT0MONTORUpAQVkgZNHAdrs3Hcr90vAYnCHzm0kIufiekDJsie\/xMap8MlZMKLzv8kydOmmISjgcfPWv4mY2p5ifPM7Myk\/wd6mjQHWJQCOdOXl8NvzIWpvIv+ypTVi4xMeivdCEKg\/drlFt3ThVH3GKJ7Ie19BM9hVv4lrWu5DC70Nc8T\/VpVYTpumLCQWTSuyAuoOkkCx1bTPcTnPbryvLrR0HgCdQitqJ0gUzXTLyP+37IWrSEGkLy0AnJXlc01XZOalLi5oWFb0omAt9+2O0lNQ2UOIg+ugEvqRLd3CTndAFQ1HYcukeQEkWfZGw33IZFJwLue6q03Cj8txRrvamDKYn9Mil+tdDsUAUmWX6vChk32wOwTlwIDUKrVCyRarOrHPR\/xfX0DFsE+rw2wN+ifceQeFUz\/o2v\/S5Q5RuN8ce0j6zsuin5fISFHm1RLhb1PcF4N7nMYwrlwglA7MeONAkv2sSi\/8GltoED3VCjeSDrtEy+gh8s9Ze8IfS7bDT3KZcuVhA0rOqLuzhKUcxgUoMhwES9btxks8YfEq8\/qSZHJsWQDcy6s37WNd564A3w0IeFWxdDiWg1ty++5NPYZAWxQjFaAOuAmJ0SQvenoR\/jWTM7o0wX2atZqt\/O++od9xF1ufH1VApl91QMNJ387G8OvJUEXRJ7Lk7595D1bOGmOy\/U+D\/Kcrxr12tEWUG6uilrN8duV2UlkQcjG6hiBkPihd+DAHjeIbZkfDQjv3QO\/OmWOETyRRi8XnVD\/p7aGQcgguW1pb59Zti3c7BEvV3+1303JxGPdhpIbarRixwAcLOlAxHIjSq5MSB4xkx2crBuwzcD9lnbRpQu9P3L9fv1nat3PMwBpJX42Zu5apKPGbfQIIms09AuOwc37DITroYpOH3AWykO1xfUUvCRgyYH21ncEk2LWUut\/SHnHPdz+MAdqE7CIwU87oJZN+B+ym8gAcmC5u2YLAPdkmoK9W\/0tvcsKXwPyFAsysc8BFXKBf4SQiUsPbM1KsBJaDL41hX3gJaoTryKKNSmNoqGv\/v7AEDZ4TucUdR5PgIlKB4Y+5ujYBkCRRuuTBtyXPy5\/+x9iDk3uUtlZoYatUBr0\/PBIZHYTrCMt2jU7RgiQbLhZ\/Hxz4YaZ6o1hT+i04HGdNNY1Tfk5Bhw3qREySpc95Q9s=","iv":"985c094005254200191ccf7eb750c890","s":"02eec7b45f4b91bc"}
Share your thoughts. Click here