We are not married to the television commercial. Emotional Advertising can take many forms, including experiential ones such as event sponsorships (but mere signage and giveaway bags do not touch the heart), useful new services on cell phones brought to you by a specific advertiser, associations with communities of interest, good works of good citizenship, and an endless array of possibilities. Emotional Advertising looks at all media including New Electronic Media many years ahead of its blatant hipness.

But let’s not prematurely inter the TV commercial. Despite the ease of channel changing, room leaving, and attention shifting, the number of commercials which pierce the veil each day and reach the mind (if not the heart) is a staggering number. As an industry we have belatedly woken up to TV commercial avoidance and perhaps are over-reacting – ad avoidance on the Internet is surely more prevalent and gets very little notice in the trade press or in our shoptalk. The technological enhancements to television which make it more convenient, such as DVR, have contributed to the fact that the number of hours of TV use per day has reached an all-time high.

Emotional Advertising feels that with the right commercials, commercials that communicate to the whole person, there will not be excessive skipping, there will in fact be enormous persuasive and buying behavior changing power to be had on television – whether that video commercial is seen on a TV, computer, iPod, cellphone, or public place screen.

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