Ogilvy on Advertising

David Ogilvy, "The Father of Advertising", wrote 30 years ago 'Ogilvy on Advertising' "Researchers have not yet found a way to quantify the effectiveness of emotion, but I have come to believe that commercials with a large content of nostalgia, charm and even sentimentality can be enormously effective" Ogilvy concluded, "I hasten to add that consumers also need a rational excuse to justify their emotional decisions. So always include one. Above all, don't attempt emotion unless you can deliver it."

So in short, Emotion is the linchpin for any successful advertising.