Seducing the Subconscious: The Psychology of Emotional Influence in Advertising - Rilegato

Heath, Robert

Rilegato

ISBN 10: 0470974885 ISBN 13: 9780470974889

Casa editrice: Blackwell Pub, 2012

Riassunto

Our relationship with ads: it's complicated

A must-read for anyone intrigued by the role and influence of the ad world, Seducing the Subconscious explores the complexities of our relationship to advertising. Robert Heath uses approaches from experimental psychology and cognitive neuroscience to outline his theory of the subconscious influence of advertising in its audience’s lives. In addition to looking at ads’ influence on consumers, Heath also addresses how advertising is evolving, noting especially the ethical implications of its development. Supported by current research, Seducing the Subconscious shows us just how strange and complicated our relationship is with the ads we see every day.

Su questo libro

Recensione:

An articulate, compelling and, at times, disturbing explanation of how advertising works. The theory and examples in Seducing the Subconscious offer new insight into how advertising works and are a must read for any advertiser, consumer, and policy maker.
--Jerry Wind, Lauder Professor and Professor of Marketing at the Wharton School, Director of the Wharton Future of Advertising Program
 
Dr. Heath writes with great insight into the workings of advertising and communication. He draws on theory to frame the question and guides the reader through how the subconscious is at the forefront of our behaviour. His book is a 'must read' for anyone with the slightest involvement or interest in marketing.
--Judy Zaichkowsky, Professor of Marketing and Communications, Copenhagen Business School, Denmark
 
Advertising works at both a conscious and subconscious level. Anyone who wants to understand how should read this well-researched and generally balanced book.
--Patrick Barwise, Emeritus Professor, London Business School

L'autore:

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.

Su questa edizione

• Editore: Blackwell Pub
• Data di pubblicazione: 2012
• ISBN 10: 0470974885
• ISBN 13: 9780470974889
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 248