A vast sector of modern advertising... does not appeal to reason but to emotion; like any other kind of hypnoid suggestion, it tries to impress its objects emotionally and then make them submit intellectually.
Music has always been and will always be a strong gateway to connect with consumers in an emotional hot state.
Advertising is so touchy-feely. You have to speak to the psyche of the people. I'm not very good at that.
Kodak sells film, but they don't advertise film; they advertise memories.
You have to make people feel things. I think that's what commercials are, from a commercial for a car, a phone or anything that might be, they want to do it. The first iPhone was sold by how exciting it was to hold pictures of your family, not how great a phone it was.
Emotions have no place in business, unless you do business with them.
Fear is the most valuable commodity in the universe...Turn on the TV...What are you seeing? People selling their products? No. People selling the fear of you having to live without their products.
At one of the largest advertising agencies in America psychologists on the staff are probing sample humans in an attempt to find how to identify, and beam messages to, people of high anxiety, body consciousness, hostility, passiveness, and so on.
You don't need most beauty products. They're an emotional purchase. That's why the conversations are really important. What choice do you have but to ask your customer what they want?
The psychology of fashion is interesting because we're selling people something they don't really need. We're just selling them something that makes them feel good. Besides, there is nothing really new in fashion. Everything worth doing has been done before.
Awe consumes any brand that ignites it.
