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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.
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.
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
| Erscheinungsjahr: | 2012 |
|---|---|
| Fachbereich: | Theoretische Psychologie |
| Genre: | Psychologie |
| Rubrik: | Geisteswissenschaften |
| Medium: | Buch |
| Seiten: | 264 |
| Inhalt: | 260 S. |
| ISBN-13: | 9780470974889 |
| ISBN-10: | 0470974885 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Heath, Robert |
| Hersteller: |
John Wiley & Sons
Open Stax Textbooks |
| Maße: | 235 x 157 x 19 mm |
| Von/Mit: | Robert Heath |
| Erscheinungsdatum: | 09.04.2012 |
| Gewicht: | 0,537 kg |
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
| Erscheinungsjahr: | 2012 |
|---|---|
| Fachbereich: | Theoretische Psychologie |
| Genre: | Psychologie |
| Rubrik: | Geisteswissenschaften |
| Medium: | Buch |
| Seiten: | 264 |
| Inhalt: | 260 S. |
| ISBN-13: | 9780470974889 |
| ISBN-10: | 0470974885 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Heath, Robert |
| Hersteller: |
John Wiley & Sons
Open Stax Textbooks |
| Maße: | 235 x 157 x 19 mm |
| Von/Mit: | Robert Heath |
| Erscheinungsdatum: | 09.04.2012 |
| Gewicht: | 0,537 kg |
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