On: Ads work by cultural imprinting, not emotional inception

[mrxd]

> A warmth appeal like a Coke ad with smiling faces will reliably create an association between Coke and positive emotions

If it's all just associations, then when I want to feel happy, I would go look at Coke ads, not buy Coke.

[tonyedgecombe → mrxd]

Maybe, think of the excitement you get from anticipating a holiday or new phone, the difficult bit would be tricking yourself in to believing it without going ahead with the purchase.