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The Advertised Mind: Ground-Breaking Insights Into How Our Brains Respond to Advertising
* Draws on the very latest research into the workings of the human brain
Hardcover, 232 pages
Published
May 28th 2005
by Kogan Page
(first published May 1st 2005)
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A fairly interesting explanation of how brain research can inform effective advertising practices.
Thomas Fackler
rated it
Recommends it for:
anyone interested in advertising and its effects on the mind.
Recommended to Thomas by:
Treasure City Thrift
Emotion informs the rational.
Du Plessis goes beyond advertising using recent (pre-2005) developments in neuroscience and psychology to push for a paradigm shift in advertising methodology. Much of the book is accessible to those with no background in marketing or neuroscience. The arguments are well-thought-out and backed up by seemingly sound data.
Du Plessis goes beyond advertising using recent (pre-2005) developments in neuroscience and psychology to push for a paradigm shift in advertising methodology. Much of the book is accessible to those with no background in marketing or neuroscience. The arguments are well-thought-out and backed up by seemingly sound data.
This book is just so dense that it was difficult to really get a handle on the research Du Plessis is trying to explain. I would definately recommend against this book for anyone looking for an introduction to advertising research.
Should have read this long ago... Would have been helpful background for the advert research I did at WaMu with Millward Brown. Will be a great resource going forward. This might be the only physical book I bring back from Peru.
At times this was a bit dry, but it was a worthwhile read and an excellent update on the current science of persuasion
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