Seducing the Subconscious The Psychology of Emotional Influence in Advertising

by Heath, Robert

• ISBN13: 9780470974889
• ISBN10: 0470974885
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-04-09
• Publisher: Wiley-Blackwell

Summary

Seducing the Subconscious illuminates the complex--and often strange-- subliminal workings of advertising, using the latest research in experimental psychology and cognitive neuroscience. Presents a cogent theory for how advertising influences us subconsciously Charts high-profile campaigns that worked despite low recall scores, exploring how advertising might evolve in the future and considering the ethical implications Contextualizes its argument within the existing literature, drawing extensively on the work of pioneering thinkers including Antonio Damasio, Steven Rose, Daniel Schacter, Endel Tulving, Paul Watzlawick and Robert Zajonc Shows how new media such as the Internet have made us even more susceptible to the subconscious influence of advertising

Author Biography

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.

Table of Contents

Foreword	p. ix
Introduction	p. 1
The Persuasion Model	p. 15
Alternative Ideas	p. 24
Why We Don't Pay Attention to Advertising	p. 39
Summary	p. 48
The Psychology of Communication
Learning and Attention	p. 53
The Role of Memory	p. 53
How We Process Communication	p. 74
Problems with Getting Attention	p. 85
Summary	p. 95
Emotion and Consciousness
Emotional Processing	p. 101
Our Adaptive Subconscious	p. 111
Emotion and Attention	p. 123
Summary	p. 133
Decisions and Relationships
Decision-Making	p. 137
The Power of Metacommunication	p. 149
The Subconscious Seduction Model	p. 160
Summary	p. 174
Taking A Fresh Look at Advertising
Under the Radar	p. 179
The Hidden Power of New Media	p. 189
Legal, Decent, Honest, and Truthful?	p. 198
How to Spot Subconscious Seduction	p. 207
Conclusion	p. 219
References	p. 229
Index	p. 239
Table of Contents provided by Ingram. All Rights Reserved.