The document discusses how emotions drive both advertising and readership. It argues that ads and titles must trigger readers' hidden emotions to be effective. A good ad stirs emotions and calls people to action, first catching their eyes and then other senses. Real emotions are hiding below surface reactions. Similarly, people read to fulfill hidden desires and emotions, with the title initially triggering their feelings. The document introduces the concept of "Emotional Equations" to explain why people read things like humorous stories, with the emotional equation for humor being emotional relaxation.

1. Advertising and Readership
The Hidden Analogy
Ali Anani

2. A good ad
shakes
emotions
and
triggers a
response
to Call of
Action

3. Light
travels
fast. The
ad stirs
the
viewer
eyes first

4. Other
senses
follow
steps

5. Beware!
These are
the top of
the
iceberg.
Real
emotions
are hiding
below

6. Beware!
These are
the top of
the
iceberg.
Real
emotions
are hiding
below

7. You do not
but a
camera
The
hidden
sentiment
is you buy
memories

8. Use what I
coin
“Emotional
Equations”

9. You do not
buy a car;
you buy
freedom
power to
move

10. You do not
buy tea
bags; you
buy your
convenience

11. People read
to fulfill
hidden
desires as
well

12. They read
the title first
and this
should
trigger the
readers’
hidden
emotions

13. They read
for the
pleasure of

14. Why people read humorous stories? What
is the Emotional Equation for it?
They
read for
the
pleasure
of
HUMOR

15. The Emotional Equation is
Emotional Relaxation
They
read for
the
pleasure
of
HUMOR

16. Emotions
drive
readership the
same way
they drive
attentions to
ads