Seducing the Subconscious: The Psychology of Emotional Influence in Advertising
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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.
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Additional information
| Publisher | 1st edition (23 Mar. 2012), Wiley-Blackwell |
|---|---|
| Language | English |
| Hardcover | 264 pages |
| ISBN-10 | 0470974885 |
| ISBN-13 | 978-0470974889 |
| Dimensions | 15.24 x 2.03 x 22.86 cm |
by Mike Redwood
It is always surprising how many of the tools of marketing are many decades old despite huge changes in consumption, disposable income and communications. Advertising should be ahead of the game yet its most taught AIDA model goes back to the 19th century. Thank goodness we now have Robert Heath to bring some reality to our understanding of how advertising works. By the end of this book it all seems quite logical and it is hard to understand why we had not got there a long time ago. Yet it does not make any the less shocking. If you are involved in marketing you need to read this book.
by Man LUO
Required textbook. My friend does not recommend it.
by Doglett
Very interesting book, I’ve found this offers some intriguing insights which I’ve never considered before. Highly recommended.
by Sarah
easy to understand, covers a lot of advertising theories by linking it to interesting cases, loved to read it!!
by Alexandar Balevsky
It is a very useful book.
by Owen1727
As a marketing practitioner and consumer psychology student, this book absolutely hits the sweet spot for me. Covering the basics on implicit learning, memory formation and decision science, this book has a robust foundation in social science. It then applies this to the wonderful world of TV advertising to show, incontravertibly, how TV advertising actually works on the subconscious. And provides a useful model for applying in the real world. Littered with examples from the past 10-15 years, makes it an entertaining read too, especially for those who’ve worked in and around the advertising business. This is utterly essential for ad planners and, I’d suggest, creative bods. Some clear guidance on things to make ads more effective (like up front branding rather than suggesting that consumers will are enough to follow your beautifully crafted ad intently all the way to the end). For me, this was an affirmation of my studies and I simply can’t recommend I highly enough. Buy it!
by Paul T.
An excellent book that deftly links the latest findings from neuroscience to show how marketing communications, and in particular advertising, really affect consumer behaviour – dismantling along the way many marketing paradigms. Essential reading for anyone in marketing.
by jc506
Easy to start reading, both the contents and composition.