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Seducing the Subconscious: The Psychology of Emotional Influence in Advertising

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en Limba Engleză Carte Hardback – 23 Mar 2012
We have a love–hate relationship with advertising. Adverts serve a purpose they keep us in touch with new products and ideas, and at their best, ingenious campaigns provide entertainment. But we also worry that advertising can get ′under our radar′ in some way and might affect us without our knowledge. For this reason, we ignore it: we think if we don′t pay attention to it, we won′t remember it, and it won′t influence us. But, paradoxically, ignoring advertising can actually lend it greater power. Dr. Robert Heath, a pioneering researcher in the field of brand communications, reveals that how we process advertising both at a subconscious and semiconscious level can actually increase the influence it has on our emotions, the underlying drivers of our decisions and relationships. Utilizing extensive psychological and neuroscientific research, Seducing the Subconscious reveals how this brave new advertising world works, using illustrative examples of advertising campaigns that have been hugely successful without anyone quite being able to recall what they were trying to communicate.
Knowledge, or perhaps awareness, Dr. Heath shows, truly is power. Whether advertising executives are trying to harness it, or average consumers are looking to defend themselves, one thing is certain: we cannot afford to ignore it.
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Specificații

ISBN-13: 9780470974889
ISBN-10: 0470974885
Pagini: 260
Ilustrații: Illustrations
Dimensiuni: 157 x 234 x 19 mm
Greutate: 0.57 kg
Editura: Wiley
Locul publicării: Chichester, United Kingdom

Public țintă

Psychology, sociology, business, advertising students and scholars, as well as professionals in these fields; post–graduate level courses in Marketing and Brand Communication

Textul de pe ultima copertă

We have a love–hate relationship with advertising. Adverts serve a purpose they keep us in touch with new products and ideas, and at their best, ingenious campaigns provide entertainment. But we also worry that advertising can get ′under our radar′ in some way and might affect us without our knowledge. For this reason, we ignore it: we think if we don′t pay attention to it, we won′t remember it, and it won′t influence us. But, paradoxically, ignoring advertising can actually lend it greater power. Dr. Robert Heath, a pioneering researcher in the field of brand communications, reveals that how we process advertising both at a subconscious and semiconscious level can actually increase the influence it has on our emotions, the underlying drivers of our decisions and relationships. Utilizing extensive psychological and neuroscientific research, Seducing the Subconscious reveals how this brave new advertising world works, using illustrative examples of advertising campaigns that have been hugely successful without anyone quite being able to recall what they were trying to communicate.
Knowledge, or perhaps awareness, Dr. Heath shows, truly is power. Whether advertising executives are trying to harness it, or average consumers are looking to defend themselves, one thing is certain: we cannot afford to ignore it.

Cuprins

Foreword ix Introduction 1
Part 1 Taking Advertising Apart
1 The Persuasion Model 15
2 Alternative Ideas 24
3 WhyWe Don t Pay Attention to Advertising 39
Part 1 Summary 48
Part 2 The Psychology of Communication
4 Learning and Attention 53
5 The Role of Memory 63
6 HowWe Process Communication 74
7 Problems with Getting Attention 85
Part 2 Summary 95
Part 3 Emotion and Consciousness
8 Emotional Processing 101
9 Our Adaptive Subconscious 111
10 Emotion and Attention 123
Part 3 Summary 133
Part 4 Decisions and Relationships
11 Decision–Making 137
12 The Power of Metacommunication 149
13 The Subconscious Seduction Model 160
Part 4 Summary 174
Part 5 Taking A Fresh Look at Advertising
14 Under the Radar 179
15 The Hidden Power of New Media 189
16 Legal, Decent, Honest, and Truthful? 198
17 How to Spot Subconscious Seduction 207
Conclusion 219
References 229
Index 239

Recenzii

Summing Up: Recommended.  Upper–division and graduate students of advertising and psychology, faculty, and practitioners.   (Choice, 1 October 2012)
Heath s book is far more persuasive than any advertisement, no matter how top–loaded the latter may be with accurate information. His thesis depends on a lengthy journey through cognitive science and evolutionary psychology, and a firm grasp on how so far as we know the human mind actually does work (rather than how we would like it to work). Heath demonstrates quite clearly at least to my satisfaction that it is precisely when we pay no conscious attention to advertising that advertisers get to work on our subconscious with complete effectiveness.    WILL SELF, Prospect, June 2012
"(Heath) avoids academic obscurantism and fills the book with clever dissections of well–known ads... The case studies add up to an intriguing, down–to–earth introduction to the mysteries of the subconscious..."
Financial Times, March 2012
"Dr Robert Heath, who teaches at the University of Bath, has popularised the theory of low attention processing , which argues that ads make a stronger emotional and behavioural impact when we are paying less conscious attention to them. In his new book, Seducing the Subconscious, he further develops this thinking, providing a detailed and scholarly explanation of the psychological processes involved, and illustrating these with advertising examples, many based on his own long experience in ad agencies."
Paul Feldwick, Credos, March 2012

Notă biografică

Dr. Robert Heath has a worldwide reputation as an expert in the role of emotion and attention in the field of brand communication. In 2001 he developed the Low Attention Processing Model of advertising, after which he published the best–selling monograph The Hidden Power of Advertising. His published research has garnered him major prizes, including the dual award of the MRS David Winton and ISBA Prizes. Dr. Heath is a Senior Lecturer in Advertising at University of Bath School of Management and a Board Member of the Wharton Global Future of Advertising Project.