Intentionality - "is at the heart of knowing. We live in meaning, and we live 'towards,' oriented to experience. Consequently there is an intentional structure in textuality and expression, in self-knowledge and in knowledge of others. This intentionality is also a distance: consciousness is not identical with its objects, but is intended consciousness" (quoted from Dr. John Lye's website - see suggested resources below).
Good debate. I’ve got nothing to add except a finger pointing to some research, most notably Extended Problem Solving and Limited Problem Solving (both decision-making patterns) and the central route to persuasion and the peripheral route to persuasion (influence models). Google the stuff. In a nutshell, when people think hard about their buying decision (extended problem solving), the central route to persuasion (reasons and logic) is preferred. When people make snap buying decisions (limited problem solving), the peripheral route to persuasion is preferred, which involves more emotion and cleverness than logic. Neither approach excludes the other, it’s just a matter of weighting. The problem is trying to identify which decision-making pattern will be in play for the majority of the market. In most cases, the copywriter and entire creative team will do their clients a favor by appealing to both the heart and the head.