The two basic ways to advertise

The research identifies:

Logical persuasion, (LP) - where the appeal is by presenting facts

Non-rational influence (NI)  – where the play is to the emotions

And the research found that it is not simply a different technique: it is different areas of the brain that are involved.

New homes are often advertised in a NI way.  Interior shots of new flats generally include images of an attractive young persons draped over a new sofa.   Many photo realisations of new urban design and public realm schemes feature sunny days, blue skies and happy people.