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Christmas adverts: decoding the trusted formula used to pull on consumers’ heart strings

By Carl W. Jones, Senior Lecturer at Westminster School of Media and Communication, University of Westminster

This Christmas, major UK brands are spending over £10 billion on advertising. And to justify the big spend, they are using sophisticated emotional marketing strategies to capture attention and boost sales.

One approach to understanding how these adverts work is by using a framework designed by the social psychologist William…

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