Emotions in Advertising

"Advertising is an art of manipulating the emotions of the people".
Products have rationales, brands have emotionales. This was one of the most important learning that I had during my post-graduation. Thanks Sumit!!, for putting this into my head.
Unfortunately, most people do not differentiate between a brand and a product. What is fastrack selling? Watches, accessories....no. Fastrack is selling fashion.
What is the brand Reliance all about? It's about ambitions and dreams. Tata is selling trust, volvo is selling safety.
Advertisers, apart from being creative, are the experts in exploting these emotions of human beings. Advertisers know that selling a product to the consumers is difficult but selling emotions is not. Remember Hutch (Vodafone) pug!!