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 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.
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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 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
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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
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By Owen1727
Format:Hardcover
As a marketing practitioner and consumer psychology student, this book absolutely hits the sweet spot for me. Covering the basics on implicit learning, memory formation and decision science, this book has a robust foundation in social science. It then applies this to the wonderful world of TV advertising to show, incontravertibly, how TV advertising actually works on the subconscious. And provides a useful model for applying in the real world. Littered with examples from the past 10-15 years, makes it an entertaining read too, especially for those who've worked in and around the advertising business. This is utterly essential for ad planners and, I'd suggest, creative bods. Some clear guidance on things to make ads more effective (like up front branding rather than suggesting that consumers will are enough to follow your beautifully crafted ad intently all the way to the end). For me, this was an affirmation of my studies and I simply can't recommend I highly enough. Buy it!
By judielannon
Format:Hardcover
Good advertising copywriters and art directors have known for decades that emotions play a powerful role in why people choose one brand or another, respond to one advertisement or another. But the evidence was never as clear as it has become in recent years, with advertisers and marketing comunications textbooks hanging on to theories and models that are not just outdated but wrong in the first place. Robert Heath's lucid description of how perception works and how low attention processing explains successful advertising, is valuable to both practitioners and advertisers.
By donnchad
Format:Hardcover
I guess this book will be looked back on in twenty years time as starting the new TV advertising revolution.It is mainly about Television but then again television advertising dominates and is getting more,not less,dominant since the advent of the internet.What Mr.Heath does is explain in some detail ,and with good examples,how the obsession with 'reason why' and 'persuasion' have not improved the effectiveness of advertising,rather the reverse.Should be obligatory reading for all communication students.
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