Seducing the Subconscious

The Psychology of Emotional Influence in Advertising

By: Robert Heath

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Hardcover | 9 April 2012 | Edition Number 1

At a Glance

Hardcover
264 Pages

Dimensions(cm)
22.86 x 15.24 x 2.03

Hardcover

$76.75

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Seducing the Subconscious illuminates the complex--and often strange-- subliminal workings of advertising, using the latest research in experimental psychology and cognitive neuroscience. <ul type="disc"> <li>Presents a cogent theory for how advertising influences us subconsciously </li> <li>Charts high-profile campaigns that worked despite low recall scores, exploring how advertising might evolve in the future and considering the ethical implications </li> <li>Contextualizes its argument within the existing literature, drawing extensively on the work of pioneering thinkers including Antonio Damasio, Steven Rose, Daniel Schacter, Endel Tulving, Paul Watzlawick and Robert Zajonc </li> <li>Shows how new media such as the Internet have made us even more susceptible to the subconscious influence of advertising</li> </ul>

Industry Reviews

?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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