How ad 'heroes' move us… and connect us to their brands
phys.org -

You may have seen it: the Nike ad in which tennis star Serena Williams ignores the judgements of others and chooses her own path. These and similar ads use storylines that have seemingly little to do with the brand itself in order to attract people to that brand. Communication and Information Studies researchers José Sanders and Kobie van Krieken explain how this works in their article published in Frontiers in Psychology on 19 September.


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