"logical mind versus emotional heart."

The eighth law of Mortensen's 12 laws of persuasion is the law of balance. Logic and emotion must be blended and balanced. Emotions will trigger action, whereas logic will justify the agreement. The proper fusion of emotion and logic will speak to both the conscious and subconscious parts of the mind and increase your ability to persuade. 

Three examples
https://www.youtube.com/watch?v=3t6bLugtJkQ

This commercial tugs at my heartstrings and conveys what to me is a smart "life" choice. It targets both areas of vulnerability and takes advantage of the ability to "tip the scale". Tipping the scale is knowing how to stack one area of emotional relation to the message receiver.

https://www.youtube.com/watch?v=KlSn8Isv-3M

This Chrysler ad features bob dylan. The themes and ideas in this advertisement are so American that it logically and emotionally makes sense that our cars should be made by General Motors.


http://bit.ly/1iEdBqE