- Amazon Student members save an additional 10% on Textbooks with promo code TEXTBOOK10. Enter code TEXTBOOK10 at checkout. Here's how (restrictions apply)
Seducing the Subconscious: The Psychology of Emotional Influence in Advertising Hardcover – Apr 9 2012
|New from||Used from|
Special Offers and Product Promotions
Customers Who Bought This Item Also Bought
No Kindle device required. Download one of the Free Kindle apps to start reading Kindle books on your smartphone, tablet, and computer.
To get the free app, enter your e-mail address or mobile phone number.
“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
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
Inside This Book(Learn More)
Most Helpful Customer Reviews on Amazon.com (beta)
For quite some time there has been a widely accepted formula for persuasion advertising - AIDA - Attention, Interest, Desire and Action (there is a slightly alternate formula AICA - Attention, Interest, Conviction and Action). In either case, it is believed that you must get the prospects attention, arouse interest, create desire or conviction and move them to action. But as Wanamaker observed you can follow this formula and still create an advertisement which flops.
In recent years television has come to dominate the advertising markets. But consumers have become burned out on TV advertising - paying less and less attention to them. Yet many still seem to work in spite of the majority of people not paying attention and unable to recall the message of the ad. So what is going on? How do ads work if people are not paying attention, have no interest in the ads and appear to have little or no desire for the product? That is the subject of Seducing the Subconscious.
Robert Heath, the author, makes a case that if we are paying active attention to an ad, our defenses go up. In his words, the more attention we pay to an ad, the higher chances of our "counter-arguing" the information presented in the ad. But when we pay little or no attention to the ad, it slips under the radar and invades our subconscious. When it becomes part of our subconscious, we have no defense against it. The ad is able to influence us without our knowing or realizing where the influence came from.
Mr. Heath writes from his 23 years of experience in the agency advertising world and his current position as a university professor lecturing on advertising. The book has a rather heavy academic style. But the information is highly interesting and engaging. He is British so there are some occasions where the language or the companies will be distinctively UK.
To arrive at the model of Seducing the Subconscious, you will first need to understand how we learn and process information. Mr. Heath goes into great detail explaining how we learn - active learning and passive learning, how we store memories and how we process communication. This is a very interesting and fascinating process. It is really a very detailed study in human psychology.
Once you have a good understanding of the science behind the process, Mr. Heath introduces you to the model of Seducing the Subconscious. He gives plenty of case studies - advertisements which worked and some which flopped. What I found very interesting was the success of many advertisements which made no "pitch" but the message appealed to the subconscious - it slipped into the viewer's subconscious mind and was able to exert great influence without the knowledge of the consumer.
This model is applicable to brand advertising. One of the important components is the repeated exposure. I would love to see how this applies to direct response marketing and certainly hope the author addresses this segment at some point in the future.
If you are involved in any way in marketing/advertising, this is an interesting but somewhat academic read. You will gain some valuable insights about human memory and communication.
As we come to a better understanding of Seducing the Subconscious, we will see it more and more in things all around us. From a consumer's standpoint, your best defense is to stop ignoring ads and to actively pay attention to them.
This is cutting edge science and should be on the reading list for those who want a better understanding of how and why advertising works or fails to work.
The author begins his study by making a controversial case that if we pay more clear and conscious attention to the advertisements around us our defense mechanisms go up,but that doesn't necessarily mean that advertisements get into our subconscious.
Rather, he notes.....it is actually the opposite! The MORE attention we pay to advertisements is when we actually do not succeed in defending ourselves from the message. At first that seemed very counter intuitive to me....
He goes on to illustrate that it is actually when we pay very little or absolutely NO attention to the advertisements that they actually get in!!!
Astounding to me!!
But that is exactly his brilliant point. It is the subconscious, what is BELOW our level of consciousness that is responding to the advertisements!!!
When things becomes part of our subconscious essentially we have literally NO defense against it..
Advertisements are able to influence us regardless of where the influence was initiated, or where it came from.
The author really knows what he is talking about with 23 years of being connected to the advertising world. He goes quite deeply into explaining how active learning and passive learning work in our lives and how we store things, we didn't even know we stored!!
Caveat here...... If you are interested in this kind of understanding I think books on hypnosis actually will "fill in the holes" with this whole study. We are actually being hypnotized daily!!
There are lots of case studies in this book that help you to understand what worked and what didn't. This was my favorite part of the book because seeing it actually work is what makes this more interesting then just talking about it.
I gave this book 5 stars because I felt that within itself it did a really great job of covering EVERYTHING I thought it would be about.
Look for similar items by category
- Books > Business & Investing > Marketing & Sales > Advertising
- Books > Professional & Technical > Business Management > Marketing & Sales > Advertising
- Books > Professional & Technical > Professional Science > Behavioural Sciences > Cognitive Psychology
- Books > Professional & Technical > Professional Science > Behavioural Sciences > Cognitive Science
- Books > Textbooks > Business & Finance
- Books > Textbooks > Social Sciences > Psychology > Cognitive Psychology