Advertising Age Article Abstract
Why Attack Ads and Disney Movies Are So Darned Effective
Consumers Like Good Stories; Good Stories Need Good Villains
Many marketers miss the nuance that a story isn't really a story without conflict. The great stories -- the ones that we remember -- have a common structure, including conflict, tension and ultimately, resolution. The key is conflict. Without it, you have no story. So that's why despite the public's often-stated distaste for negative political ads, these tactics have become the norm for competitive campaigning. ...