{"product_id":"seducing-the-subconscious-9780470974889","title":"Seducing the Subconscious","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eOur 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword 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","brand":"John Wiley and Sons Ltd","offers":[{"title":"Default Title","offer_id":49402471448919,"sku":"9780470974889","price":24.65,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470974889.jpg?v=1730480503","url":"https:\/\/bookcurl.com\/products\/seducing-the-subconscious-9780470974889","provider":"Book Curl","version":"1.0","type":"link"}