A visual and emotional impact, etc... the key to many campaigns, and the essential element for reaching the widest possible audience generating a whole range of sations in the viewer A successful advertising campaign, via its script and presentation, needs to stand but amid hundreds of other received images, and manage to ensure that is more memorable and visible than the rest. To achieve this it must impact on the seses after first capturing our attention through surprise, intrigue, curiosity, and sometimes even vią negative sensations such as disgust, rejection or an appeal to the conscience. All sorts of emotional responses may be affected by a well planned publicity campaign, leaving the viewer with a strong sense of the specific and desired message. We have looked at two particular chapters in the book, "Printed Advertising", which presents a range of work produced for media such as magazines, newspapers, brochures, mailbox leaflets and mailing in short all types of advertising on paper, as well as "Outdoor Advertising", in which public spaces are used to display messages to an undetermined audience.
 
El impacto visual, emocional, etcññ. la clave de muchas campañas, consegrar comunicar al mayor publico posible generando sensaciones de todo tipo en el receptor Una campaña de publicidad, a traveçés de un guión argumental, tiene que destacar entre centenares de inputs, conseguir ser unica y mas visible que el resto, para ello es necesario impactar sensorialmente, después de haber captado nuestra atención con sorpresa, intriga, curiosidad, o a veces incluso generando impresiones negativas como repulsión, rechazo o un toque de atención a la conciencia. Todas las emociones pueden alterarse detrás de una buena campaña publicitaria, dejando en el receptor un mensaje concreto, el mensaje deseado Encontramos dos capítulos en el libro, "Publicidad Impresa", que nos acerca a diferentes trabajos realizados para medios como revistas, periódicos, panfletos, folletos de buzoneo o de mailing, en definitiva, sobre papel, y "Publicidad de Exterior" en la que se utilizan lugares públicos para desarrollar y está dirigida a un público indeterminado.