The professor walked in with a bottle of drakkar noir to the classroom. Asked us to take a look at it. The little bottle went through the classroom of 20+ people. He asked what it looks/feels like. The general response was "flashlight, remote, shaver, phone etc"
He asked us what the common theme is among those items. It obviously was the hand. He asked us to describe the hand (and its owner). A man. Because you grab it like it is an object that gives you power, makes you feel that manly man feeling. You wake up, grab it and splash some of it on yourself, get in your Maserati and go.
Then he said if you design a good product that already has the feeling (and purpose) in it the job of the advertiser is easy. if you don't THEY have to make it up. And he showed us the ad page he ripped from a magazine. I still get goosebumps remembering it.
