Research shows the message in advertising is irrelevant

December 5, 2006 Now here’s a story that is certain to fuel debate – new research undertaken by the University of Bath’s School of Management shows that creativity and emotion are what makes advertising successful, not the message it is trying to get over. University of Bath’s Dr Robert Heath (pictured) found that advertisements with high levels of emotional content enhanced how people felt about brands, even when there was no real message. However, advertisements which were low on emotional content had no effect on how favourable the public were towards brands, even if the ad was high in news and information.

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