Does the economy determine what types of songs, books, and movie people gravitate to? Author of Drunk Tank Pink and Professor of Marketing at NYU Stern Adam Alter says there is a clear correlation. During times of recession, people prefer upbeat music, comedies, and “light” literature. During good times of the economy, however, a desire to connect with the darker, deeper parts of existence manifests. Heavy dramas become best-selling books and movies. How does that affect advertising? Ads in a good economy should promote familial bonding or an emotion that resonates. In bad economic times, they are better off keeping the message light.