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Seducing the subconscious : the psychology of emotional influence in advertising

저자: Robert Heath
출판사: Chichester, West Sussex ; Malden, MA : Wiley-Blackwell, 2012.
판/형식:   도서 : 영어모든 판과 형식 보기
데이터베이스:WorldCat
요약:
"Seducing the Subconscious reveals how this brave new advertising world works, using illustrative examples of advertising campaigns that have been hugely successful without anyone quite being able to recall what they were trying to communicate"--
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문서 형식:
모든 저자 / 참여자: Robert Heath
ISBN: 9780470974889 0470974885
OCLC 번호: 756597033
설명: xi, 248 p. : ill. ; 24 cm.
내용: pt. 1. Taking advertising apart. The persuasion model --
Alternative ideas --
Why we don't pay attention to advertising --
pt. 2. The psychology of communication. Learning and attention --
The role of memory --
How we process communication --
Problems with getting attention --
pt. 3. Emotion and consciousness --
Emotional processing --
Our adaptive subconscious --
Emotion and attention --
pt. 4. Decisions and relationships. Decision-making --
The power of metacommunication --
The subconscious seduction model --
pt. 5. Taking a fresh look at advertising. Under the radar --
The hidden power of new media --
Legal, decent, honest, and truthful? --
How to spot subconscious seduction.
책임: Robert Heath.

초록:

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  더 읽기…

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"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 더 읽기…

 
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