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Alain de Botton
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Brands must strive to fulfil the emotional promises of advertising

Alain de Botton

Many adverts take us directly into the heart of happiness: they show us families that are happy to be together, lovers who remember how to be grateful, friends who delight in one another’s company. They can be moving precisely because what they depict is so difficult to find in real life. Their emotional power is premised on evoking what is missing, rather than what is present in our lives.

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  1. Austin Brailey 24 Feb 2016

    Interesting research findings, especially that “a quarter wanting to speak to brands more often”. It seems that sometimes brands that move to ‘social’ platforms to communicate with consumers, end up seeming more distant when, as this article suggests, sometimes the old fashioned ways are the best!

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