دانلود کتاب Seducing the Subconscious: The Psychology of Emotional Influence in Advertising

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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 advertising. Robert Heath uses approaches from experimental psychology and cognitive neuroscience to outline his theory of the subconscious influence of advertising in its audiences 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, Seducing the Subconscious shows us just how strange and complicated our relationship is with the ads we see every day.

Review

Summing Up: Recommended. Upper-division and graduate students of advertising and psychology, faculty, and practitioners. (Choice, 1 October 2012)

Heaths 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 2012

"(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 2012

"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 2012

Review

An articulate, compelling and, at times, disturbing explanation of how advertising works. The theory and examples in Seducing the Subconscious offer new insight into how advertising works and are a must read for any advertiser, consumer, and policy maker.
Jerry Wind, Lauder Professor and Professor of Marketing at the Wharton School, Director of the Wharton Future of Advertising Program

Dr. 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.
Judy Zaichkowsky, Professor of Marketing and Communications, Copenhagen Business School, Denmark

Advertising works at both a conscious and subconscious level. Anyone who wants to understand how should read this well-researched and generally balanced book.
Patrick Barwise, Emeritus Professor, London Business School