{"product_id":"seducing-the-subconscious-isbn-9780470974889","title":"Seducing the Subconscious","description":"\u003cb\u003eOur relationship with ads: it's complicated\u003c\/b\u003e  \u003cp\u003eA must-read for anyone intrigued by the role and influence of the ad world, \u003ci\u003eSeducing the Subconscious\u003c\/i\u003e 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, \u003ci\u003eSeducing the Subconscious\u003c\/i\u003e shows us just how strange and complicated our relationship is with the ads we see every day.\u003c\/p\u003e  Foreword ix  \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 Taking Advertising Apart\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1\u003c\/b\u003e The Persuasion Model 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2\u003c\/b\u003e Alternative Ideas 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3\u003c\/b\u003e WhyWe Don’t Pay Attention to Advertising 39\u003c\/p\u003e \u003cp\u003ePart 1 Summary 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 The Psychology of Communication\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4\u003c\/b\u003e Learning and Attention 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5\u003c\/b\u003e The Role of Memory 63\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6\u003c\/b\u003e HowWe Process Communication 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7\u003c\/b\u003e Problems with Getting Attention 85\u003c\/p\u003e \u003cp\u003ePart 2 Summary 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Emotion and Consciousness\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8\u003c\/b\u003e Emotional Processing 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9\u003c\/b\u003e Our Adaptive Subconscious 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10\u003c\/b\u003e Emotion and Attention 123\u003c\/p\u003e \u003cp\u003ePart 3 Summary 133\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4 Decisions and Relationships\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11\u003c\/b\u003e Decision-Making 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12\u003c\/b\u003e The Power of Metacommunication 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13\u003c\/b\u003e The Subconscious Seduction Model 160\u003c\/p\u003e \u003cp\u003ePart 4 Summary 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5 Taking A Fresh Look at Advertising\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14\u003c\/b\u003e Under the Radar 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15\u003c\/b\u003e The Hidden Power of New Media 189\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16\u003c\/b\u003e Legal, Decent, Honest, and Truthful? 198\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17\u003c\/b\u003e How to Spot Subconscious Seduction 207\u003c\/p\u003e \u003cp\u003eConclusion 219\u003c\/p\u003e \u003cp\u003eReferences 229\u003c\/p\u003e \u003cp\u003eIndex 239\u003c\/p\u003e  \u003cp\u003e“Summing Up: Recommended.  Upper-division and graduate students of advertising and psychology, faculty, and practitioners.”  (\u003ci\u003eChoice\u003c\/i\u003e, 1 October 2012)\u003c\/p\u003e \u003cp\u003e“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, \u003ci\u003eProspect\u003c\/i\u003e, June 2012\u003c\/p\u003e \u003cp\u003e\"(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...\"\u003cbr\u003e Financial Times, March 2012\u003c\/p\u003e \u003cp\u003e\"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, \u003ci\u003eSeducing the Subconscious\u003c\/i\u003e, 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.\"\u003cbr\u003e Paul Feldwick, Credos, March 2012\u003c\/p\u003e \u003cb\u003eDr. Robert Heath\u003c\/b\u003e 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 \u003ci\u003eThe Hidden Power of Advertising\u003c\/i\u003e. 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.  We have a love-hate relationship with advertising. Adverts serve a purpose—they keep us in touch with new products and ideas, and at their best, ingenious campaigns provide entertainment. But we also worry that advertising can get 'under our radar' in some way and might affect us without our knowledge. For this reason, we ignore it: we think if we don't pay attention to it, we won't remember it, and it won't influence us.  \u003cp\u003eBut, paradoxically, ignoring advertising can actually lend it greater power. Dr. Robert Heath, a pioneering researcher in the field of brand communications, reveals that \u003ci\u003ehow\u003c\/i\u003e we process advertising—both at a subconscious and semiconscious level—can actually increase the influence it has on our emotions, the underlying drivers of our decisions and relationships. Utilizing extensive psychological and neuroscientific research, \u003ci\u003eSeducing the Subconscious\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eKnowledge, or perhaps awareness, Dr. Heath shows, truly is power. Whether advertising executives are trying to harness it, or average consumers are looking to defend themselves, one thing is certain: we cannot afford to ignore it.\u003c\/p\u003e  An articulate, compelling and, at times, disturbing explanation of how advertising works. The theory and examples in \u003ci\u003eSeducing the Subconscious\u003c\/i\u003e offer new insight into how advertising works and are a must read for any advertiser, consumer, and policy maker. \u003cbr\u003e —\u003cb\u003e\u003ci\u003eJerry Wind\u003c\/i\u003e\u003c\/b\u003e\u003ci\u003e, Lauder Professor and Professor of Marketing at the Wharton School, Director of the Wharton Future of Advertising Program\u003c\/i\u003e  \u003cp\u003eDr. Heath writes with great insight into the workings of advertising and communication. He draws on theory to frame the question and guides the reader through how the subconscious is at the forefront of our behaviour. His book is a 'must read' for anyone with the slightest involvement or interest in marketing.\u003cbr\u003e —\u003cb\u003e\u003ci\u003eJudy Zaichkowsky\u003c\/i\u003e\u003c\/b\u003e\u003ci\u003e, Professor of Marketing and Communications, Copenhagen Business School, Denmark\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAdvertising works at both a conscious and subconscious level. Anyone who wants to understand how should read this well-researched and generally balanced book.\u003cbr\u003e —\u003cb\u003e\u003ci\u003ePatrick Barwise\u003c\/i\u003e\u003c\/b\u003e\u003ci\u003e, Emeritus Professor, London Business School\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47990000353509,"sku":"NP9780470974889","price":41.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470974889.jpg?v=1761786166","url":"https:\/\/k12savings.com\/es\/products\/seducing-the-subconscious-isbn-9780470974889","provider":"K12savings","version":"1.0","type":"link"}