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
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.