Somewhere along the way a group of advertising theorists, also known (at least in my book) as dilettantes decided that emotional advertising was cooler and more effective than advertising that provides a rational reason why.
Much of what you see in awards books now marches to that piper. We have beautiful and empty imagery that could carry any logo at its conclusion.
I like rational facts.
I like rational reasons why.
I can add those things up and give myself an emotional benefit.
I am able to make smarter purchase decisions because I do my home work.
Feeling smart is an emotion too. It's not just about feeling cool.
Cars have become, for instance, parity products.
The high-priced Germans have failed to supply us rational reasons why they are better than low-priced Koreans.
I'd like to know if their steel is a thicker gauge.
I'd like to know if their seats are mounted more securely.
I'd like to know if they're better, not just cooler.
But no one tells me.
They treat me like I'm dumb.
Or worse, I'm too dumb to care.