Seducing the Subconscious (eBook)

The Psychology of Emotional Influence in Advertising

Robert Heath (Autor)

eBook Download: PDF

2012
John Wiley & Sons (Verlag)
978-1-119-96762-0 (ISBN)

Infos

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.

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.

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

Rezensionen

"Summing Up: Recommended. Upper-division and
graduate students of advertising and psychology, faculty, and
practitioners." (Choice, 1 October 2012)

"Heath's book is far more persuasive than any
advertisement, no matter how top-loaded the latter may be with
accurate information. His thesis depends on a lengthy journey
through cognitive science and evolutionary psychology, and a firm
grasp on how - so far as we know - the human mind
actually does work (rather than how we would like it to work).
Heath demonstrates quite clearly - at least to my
satisfaction - that it is precisely when we pay no conscious
attention to advertising that advertisers get to work on our
subconscious with complete effectiveness." WILL
SELF, Prospect, June 2012

"(Heath) avoids academic obscurantism and fills the book with
clever dissections of well-known ads... The case studies add up to
an intriguing, down-to-earth introduction to the mysteries of the
subconscious..."

Financial Times, March 2012

"Dr Robert Heath, who teaches at the University of Bath, has
popularised the theory of 'low attention processing',
which argues that ads make a stronger emotional and behavioural
impact when we are paying less conscious attention to them. In his
new book, Seducing the Subconscious, he further develops
this thinking, providing a detailed and scholarly explanation of
the psychological processes involved, and illustrating these with
advertising examples, many based on his own long experience in ad
agencies."

Paul Feldwick, Credos, March 2012

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

Produkt-Details

• Erscheint lt. Verlag: 21.3.2012
• Sprache: englisch
• Themenwelt: Geisteswissenschaften ► Psychologie ► Allgemeine Psychologie
• Themenwelt: Geisteswissenschaften ► Psychologie ► Verhaltenstherapie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Advertising • adverts • Best • Brand communications • Cognitive Psychology • Entertainment • Field • Influence • ingenious • Kognitive Psychologie • lovehate relationship • New • pay attention • Power • Products • Psychologie • Psychology • purposethey • Radar • reason • Researcher • semiconscious • touch • US • Way
• ISBN-10: 1-119-96762-7 / 1119967627
• ISBN-13: 978-1-119-96762-0 / 9781119967620