1. The advertising should have relevance. If the product needs attribute-based rational advertising, emotional appeals should be avoided.
2. There should be a natural flow of feelings.
3. Execution should not be exaggerated. The level of emotionality should not exceed that experienced by the consumer.
4. There is a difference between a consumer’s emotions associated with the product / brand and a consumer’s emotional reaction to the ad copy itself. Preferably, these two should be compatible.
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