In Matkalla -blog (containing usability issues and more) there is an interesting post about advertisement that seeks to tap into the deeper and not solely upbeat feelings of the consumer. The post is in Finnish but the quotes are in English, scroll down a bit and check especially the latter one of the quotes.

The quotes are from another blog, solely devoted to the subject:

I think this is quite relevant thinking of Amnesty’s brand and our case, at least to be aware of in general.

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