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Every great story contains dichotomy – complementary contradiction. Alfred Hitchcock did this masterfully. He is known for his horror, but humor was one of his greatest tools. “Puns are the greatest form of literature” he insisted. He employed satire to set up suspense and parody to provide panic in order to tease the viewer’s emotional pallet – first sweet, then spicy.

You’re hurt most by the people you love and scared most easily when you’re comfortable. Without humor the audience is left anticipating the terror and suddenly the scary movie becomes cheesy and predictable. But if you are romanced, your eyes develop a taste for love and a weakness for fright, leaving you susceptible to surprise. Balancing the range of emotions and intellectual capacities is essential to effective storytelling. No matter what the genre, there is a need for a dynamic script, and advertising is no different. Kathy Hepinstall did it with Nike Women’s apparel, Jules Vern did it with science fiction and Bernbach did it with Volkswagen.

When you keep the audience on their toes it is easier to sweep them off their feet.