Advertising is particularly good at attaching emotions to brands.
A terrific example from years back is a car called the Renault Clio.
Years ago they launched with an advertising campaign featuring a couple of daft French people, Papa and Nicole.
The whole idea of that ad was supposed to be that the Renault Clio is a terrifically easy car to drive.
However, when you look at that ad what you're looking at is two people flirting, being terrifically sexy.
And of course what that does, is result in you thinking the Renault Clio is a terrifically sexy little car, and lots of people want to be sexy.
The result? The most successful car launch ever in the UK.
Meta-communication are all the twiddly bits — the music, the characters, the setting, the storyline...
Anything that's not actually to do with what you're telling people.
The interesting thing about meta-communication is that we are programmed not to be able to unprocess it.
