Good advertising tends to be persuasive, but advertisers must be careful not to mislead the people who see the ads. However, it is not always so simple to make the distinction between ads that are ...

Advertising is a communication strategy designed to convince consumers to buy a company's products. Persuasive communication involves getting attention, generating interest, creating a desire for ...

When a political ad goes viral on Facebook, conventional wisdom holds that it was a success. After all, the Golden Rule of advertising in the digital age is simple: Engagement is good. It’s good for ...

Every four years, U.S. presidential campaigns collectively spend billions of dollars flooding TV screens across the country with political ads. But a new study co-authored by Yale political scientist ...

Traditional advertisements—think mid-century magazine pages and infomercials—make a fairly straightforward appeal. Here is our product. These are its qualities. You can use it for this and this and ...

When looking at making advertisements companies need to determine what type of ad they want to make. Is it an informative ad where the client learns about the product, is it a reminder ad where we are ...

Political campaigns know the importance of reaching voters where they're most engaged, and as the digital world evolves, so do their advertising strategies. Leveraging advanced data analytics, ...

What’s going on in a person’s head when a set of arguments actually changes their opinion? Is it the rational analysis of evidence? Is it a simple emotional reaction? In truth, it could be either of ...

Facebook – the social network that started in a Harvard dorm room 15 years ago – has evolved into a media and advertising giant. It’s helped create a new age of precise consumer insights. With over 2 ...

Every four years, U.S. presidential campaigns collectively spend billions of dollars flooding TV screens across the country with political ads. But a new study shows that, regardless of content, ...

What’s going on in a person’s head when a set of arguments actually changes their opinion? Is it the rational analysis of evidence? Is it a simple emotional reaction? In truth, it could be either of ...