ISBN 978-84-16500-41-3 / Layout: 18 x 23 cm / Pages: 144 / Cover: Hardcover / A visual and emotional impact, etc… the key to many campaigns, and the essential element for reaching the widest possible audience, generating a whole range of sensations in the viewer.
A successful advertising campaign, via its script and presentation, needs to stand out amid hundreds of other received images, and manage to ensure that is more memorable and visible than the rest. To achieve this it must impact on the senses after first capturing our attention through surprise, intrigue, curiosity, and sometimes even via negative sensations such as disgust, rejection or an appeal to the conscience. All sorts of emotional responses may be affected by a well planned publicity campaign, leaving the viewer with a strong sense of the specific and desired message.
