Harry Lang: The five most elusive emotions in advertising

One of the most difficult tricks in advertising is to engage with your audience on a deep emotional level. For the likes of WWF and War Child it seems simple enough: their purpose is clear and their delivery true; you can’t help but be dabbing some tears at the sad imagery and message on display.
But what if your career has taken a different, less holistic path? You might be marketing nasal spray, suction-based home cleaning equipment or car insurance, so how on earth do you and your agen