‘A picture is worth a thousand words.’ Cliché, but true. In fact, it’s a cliché because it’s true. A battle between pictures and words is like one between Mike Tyson and Tiny Tim: the picture throws the bigger punch. Consider the following:
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough.
Every brand needs to make a practice of reflecting beliefs. That’s because everything consumers see in the world gets ‘bent’ through the prism of the values they espouse.
“A lie can travel halfway around the world while the truth is still putting on its shoes.” Mark Twain
Nowhere in marketing today do emotions run hotter than when it comes to the role of (low) prices highlighted in advertising.
