About Face: The Secrets of Emotionally Effective Advertising

Once advertising was all about being "on-message" and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers.

About Face shows how 21st-century advertising can realize success by being "on-emotion" first and foremost. Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including:

· Keep it simple
· Make it relevant
· Be memorable
· Focus on faces
· Always sell hope
· Don’t lead with price

Emotions rule decision making. About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer.