In advertising, we assume the only way to get an emotional response is with an emotional appeal.
But Bill Bernbach knew that isn’t true.
Look at the history of Volkswagen advertising.
For fifty years they did product demonstrations.
And they build a brand that has massive emotional appeal.
Ask anyone about VW and they’ll say “reliable”.
That’s an emotional response based on rational advertising.
Because a rational demonstration can have a more powerful emotional affect than something vacuous designed purely to appeal to the feelings.
Done properly, reason is emotion.
Excerpt from: Creative Mischief by Dave Trott