|  | Heath, Robert
Seducing the Subconscious
The Psychology of Emotional Influence in Advertising
 1. Auflage März 2012
25,90 Euro
2012. 264 Seiten, Hardcover
ISBN 978-0-470-97488-9 - John Wiley & Sons
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| Kurzbeschreibung
Seducing the Subconscious illuminates the complex and often strange emotional influence of advertising through the lens of experimental psychology and cognitive neuroscience. Appropriate for psychologists, sociologists, businesspeople, students, and scholars, Heath's book is a must-read for anyone intrigued by the role and influence of the ad world. Heath presents a cogent theory of the subconscious influence of advertising, and charts successful, high-profile ad campaigns. He also explores how advertising is evolving, giving full discussion to the ethical implications of its development. Contextualized within the current literature, Seducing the Subconscious shows us just how ad-influenced our lives may be.
Aus dem Inhalt
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
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