About Face

About Face
The Secrets of Emotionally Effective Advertising

By Dan Hill

Once advertising was all about being “on-message” and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don’t often admit to in business: people are primarily emotional decision makers.

Chapter 10: “Believability sticks” defines the types of advertising and what type is most emotionally persuasive and the implications of these various results.

 

Read Chapter 10 now

 

 


Chapter 10 from About Face: The Secrets of Emotionally Effective Advertising, by Dan Hill, published October 2010 by Kogan Page. Copyright 2010 by Dan Hill. Reproduced by permission of Kogan Page.

 

Dan Hill

Copyright © 2010 Kogan Page Ltd. All rights reserved.

Book Excerpts

"Great mix of technical info and real life experience to justify it. Easily the best guest lecture I’ve had in college. So relevant and informative."
— Student at Villanova University after AEF sent speaker from BBDO