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Seducing the Subconscious: The Psychology of Emotional Influence in Advertising

Seducing the Subconscious: The Psychology of Emotional Influence in Advertising

Autorzy
Wydawnictwo Wiley & Sons
Data wydania
Liczba stron 260
Forma publikacji książka w twardej oprawie
Język angielski
ISBN 9780470974889
Kategorie Kongnityzm i psychologia kognitywna
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Opis książki

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 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, Seducing the Subconscious shows us just how strange and complicated our relationship is with the ads we see every day.

Seducing the Subconscious: The Psychology of Emotional Influence in Advertising

Spis treści

Foreword ixIntroduction 1Part 1 Taking Advertising Apart1 The Persuasion Model 152 Alternative Ideas 243 WhyWe Don't Pay Attention to Advertising 39Part 1 Summary 48Part 2 The Psychology of Communication4 Learning and Attention 535 The Role of Memory 636 HowWe Process Communication 747 Problems with Getting Attention 85Part 2 Summary 95Part 3 Emotion and Consciousness8 Emotional Processing 1019 Our Adaptive Subconscious 11110 Emotion and Attention 123Part 3 Summary 133Part 4 Decisions and Relationships11 Decision-Making 13712 The Power of Metacommunication 14913 The Subconscious Seduction Model 160Part 4 Summary 174Part 5 Taking A Fresh Look at Advertising14 Under the Radar 17915 The Hidden Power of New Media 18916 Legal, Decent, Honest, and Truthful? 19817 How to Spot Subconscious Seduction 207Conclusion 219References 229Index 239

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