Subscribers: Download The Drum’s 9 December issue - Exploring the science of sentiment

Subscribers can download a pdf of the latest issue of The Drum here.

In this issue, The Drum explores the emotional impact of this year’s most highly anticipated Christmas campaigns, questioning whether tears are still the key to success.

Who Won Christmas?

Creative agency Brave employs biometrics to measure the emotional impact of this year’s Christmas creative crop.

Hidden Signs

Chris Arning takes a look at what subtle inferences in ads reveal about a brand’s character in his semiotic analysis of Christmas ads.

What is Creativity?

As part of our regular interview series, we put broadcaster Jonathon Ross in the hot seat to give us his views on storytelling and creativity.

New Business Model

Actress and model Lily Cole has been on a mission to empower people to trade without money. Now, she tells us, she wants brands to become more transparent.

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