Seducing the subconscious : the psychology of emotional influence in advertising / Robert Heath.
By: Heath, Robert.
Material type: TextPublisher: Chichester, West Sussex ; Malden, MA : Wiley-Blackwell, 2012Bibliography: Includes bibliographical references and index.Description: xi, 248 p. : ill. ; 24 cm.ISBN: 9780470974889 (hardback); 0470974885 (hardback).Subject(s): Advertising -- Psychological aspectsDDC classification: 659.101/9 Other classification: PSY008000Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 659.1019 H351 2012 (Browse shelf(Opens below)) | Available | 34284003133600 |
Includes bibliographical references and index.
pt. 1. Taking advertising apart. The persuasion model -- Alternative ideas -- Why we don't pay attention to advertising -- pt. 2. The psychology of communication. Learning and attention -- The role of memory -- How we process communication -- Problems with getting attention -- pt. 3. Emotion and consciousness -- Emotional processing -- Our adaptive subconscious -- Emotion and attention -- pt. 4. Decisions and relationships. Decision-making -- The power of metacommunication -- The subconscious seduction model -- pt. 5. Taking a fresh look at advertising. Under the radar -- The hidden power of new media -- Legal, decent, honest, and truthful? -- How to spot subconscious seduction.
Reveals how the brave new advertising world works, using examples of advertising campaigns that have been hugely successful without anyone quite being able to recall what they were trying to communicate.
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