We all instinctively know that the best way to sell anything is to appeal to the emotions, the heart not the head. Recently adland have been producing a lot of ads containing characters from teddy bears, gorillas and cows to a singing zebra. And latest research shows that it’s not the message but the emotion that counts. In fact, so powerful are ads that make us smile they can reposition a brand and sell a product with no rational messaging at all.

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