In a market super crowded with advertising, the consumer has developed strong defenses. Communication, therefore, must not aim to convince but to create familiarity through repetition. Familiarity creates confidence and confidence is an open door towards acquisition.
The left emisphere: logic, analitic, rational, analises the message content and decides to accept it or not.
Ý.
The right emisphere: intuitive, holistic, syntethic gets instinctly the meaning of the message. Is the most open part to communication.
