Millward Brown has published a white paper on advertising called:
From the Millward Brown advertising white paper:
Advertisers talk a lot about the importance of generating an emotional response from people. However, they rarely stop to specify exactly what characterizes such a response or why they believe it is important.
Nigel Hollis, Chief Global Analyst and author of Millward Brown’s Emotion in Advertising offers brilliant insight into and uncommon knowledge about advertising dynamics.
Emotion in Advertising: Pervasive yet Misunderstood should be required reading for every brand manager.