Watching retailers do their own commercials on TV often makes me cringe. Particularly car retailers. They start their commercials by yelling and keep it up. 

Their theory may be that all their energy makes the viewer think that something exciting is going on. But is just yelling enough?

If you want to learn more about the adversity we overcome in developing advertising and the thinking and creativity that goes into it, give the book a read. It is meant for those with more than passing knowledge of the process and gives some easy tips on how the psychology works. If you have to do some advertising, it might even improve your approach and effectiveness.