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Seducing the Subconscious: The Psychology of Emotional Influence in Advertising
by Robert Heath
Our relationship with ads: it's complicatedA 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 audienc ...more
ebook, 240 pages
Published March 21st 2012 by Wiley-Blackwell
(first published January 1st 2012)
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This is an intriguing book that explores the emotional influence that occurs in advertising. The author makes a convincing argument that advertisements are not effective for influencing our consciousness, but are effective at influencing the subconscious. He provides case studies to illustrate his point, all of which are helpful in demonstrating that what really makes advertising powerful is the subconscious. I would've liked it if he'd focused on suggesting strategies and practices for resistin ...more