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Seducing The Subconscious : The Psychology Of Emotional Influence In Advertising hardcover english - 24-Apr-12

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Publisher	John Wiley And Sons Ltd
ISBN 13	9780470974889
Author	Robert Heath
Book Format	Hardcover
Language	English

Book Subtitle	The Psychology Of Emotional Influence In Advertising
Editorial Review	Summing Up: Recommended. Upper-division and graduate students of advertising and psychology, faculty, and practitioners. (Choice, 1 October 212) 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 212 "(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 212 "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 212
About the Author	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.
Publication Date	24-Apr-12
Number of Pages	260

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