Commentator, Jeffrey Dunn.

Discusses the six most common and successful advertising creative appeals: emotion, rationality, sex, humor, fear, and scarcity. Features commentary by psychologist Jeffrey Dunn, director of the Center for Living Enrichment, and discusses proven approaches to employing each type of appeal based on advertising research. Covers means-end chain theory, informational vs. transformational reinforcement, and using leverage points. Uses both print ads and TV commercials as examples.

DVD.

Public performance rights included.