If an advertisement fails to appeal to a viewer’s emotions, it’s highly likely the viewer will forget it quickly. No matter if the intended emotion is amusement, fear, sadness, sympathy or happiness, you should carefully choose your words and imagery to create a connection with the audience. One thing to keep in mind is how each person can read text differently, so it’s up to you to leave no room for ambiguity about your message.
While emotional symbols will vary across cultures, some are universal, like a cute baby. This ad from Libre by Nexus takes full advantage of that fact. While the idea of deportation breaking families apart is emotional on its own, a baby outfit designed to look like a prison jumpsuit drives the point home with no questions about the intent of the advertisement.