Dive Brief: Toyota unveiled a new campaign today that taps IBM’s Watson Ads to serve cognitive ads on IBM-owned The Weather Channel App and weather.com, an automotive industry first, per a press ...

Behavioural communications agency HeyHuman launched its research at the SXSW conference. It also discovered that ads with higher levels of cognitive effort are not only less successful but can also ...

The first two ads show us there is a lot of room for experimentation within this general theme of clutter reduction. Both, for example, could be reduced even further if you were fanatical about it.

Journal of Advertising, Vol. 41, No. 2 (Summer 2012), pp. 77-96 (20 pages) This study examines the structural effects of cognitive and affective elaborations elicited by metaphoric advertising ...