Don Draper from Mad Men may have been unaware of the neuropsychological reasons that he intuitively constructed advertisements the way he did, or he may not have cared, but there are reasons.
Have you ever found yourself in a shopping isle at the grocery store, mindlessly putting products into your cart? Why do you prefer one brand over another? Why does one item seem to just call out your name? Effective advertising might be the reason.
Advertising works on an unconscious level, appealing to our emotional brain and causing us to respond with a feeling of desire or need. We may recognize a brand because we’ve seen it on billboards and in magazines time after time. Or we may associate a brand with something we think of as positive, like Michelin Tires and babies.