Heath Seducing the Subconscious

The Psychology of Emotional Influence in Advertising
1. Auflage 2012
ISBN: 978-1-119-96900-6
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 240 Seiten, E-Book

Our relationship with ads: it's complicated
A must-read for anyone intrigued by the role and influence ofthe ad world, Seducing the Subconscious explores thecomplexities of our relationship to advertising. Robert Heath usesapproaches from experimental psychology and cognitive neuroscienceto outline his theory of the subconscious influence of advertisingin its audience's lives. In addition to looking at ads'influence on consumers, Heath also addresses how advertising isevolving, noting especially the ethical implications of itsdevelopment. Supported by current research, Seducing theSubconscious shows us just how strange and complicated ourrelationship is with the ads we see every day.

Autoren/Hrsg.

Heath, Robert

Inhaltsverzeichnis

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

Über Autor(innen)

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.