Advertising and Your Emotions

Advertisers use our emotions to trick us into buying things. They tell you it will somehow improve your quality of life. If it’s clothes, you’ll look better. If it’s a car, it’ll run better and people will think you’re cooler. No matter what it is it’s going to make your life better. In Layouts and Illustrations Caples makes the claim that “the principal consideration in selecting the style of type for your copy is that it should be easy to read. The easiest type for people to read is the type they read most often.” This doesn’t seem like an emotional appeal but that’s the trick of advertising. The familiarity of the text draws you in. It seems comforting and something you’re at home with. The smallest trick goes unnoticed by the consumer, they don’t know why they’re so drawn in by an ad. They may mistake this for attraction to the product. These unnoticed tactics are the scariest, in my opinion.