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Seducing the Subconscious: The Psychology of Emotional Influence in Advertising

Robert Heath
Format
Book
Published
Chichester, West Sussex, UK ; Malden, MA : Wiley-Blackwell, 2012.
Language
English
ISBN
9780470974889 (hardback), 0470974885 (hardback)
Summary
"Seducing the Subconscious reveals how this brave new advertising world works, using illustrative examples of advertising campaigns that have been hugely successful without anyone quite being able to recall what they were trying to communicate"--
Contents
  • 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.
Description
xi, 248 p. : ill. ; 24 cm.
Notes
Includes bibliographical references (p. [229]-237) and index.
Technical Details
  • Access in Virgo Classic
  • Staff View

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