- Hardcover: 232 pages
- Publisher: Kogan Page; illustrated edition edition (May 28 2005)
- Language: English
- ISBN-10: 0749443669
- ISBN-13: 978-0749443665
- Product Dimensions: 24.9 x 14.4 x 2.2 cm
- Shipping Weight: 662 g
- Amazon Bestsellers Rank: #880,071 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
Review
"Of all the books I have reviewed for this column over the past two years, The Advertised Mind is certainly one of the most interesting... [Erik du Plessis] has carried out some intelligent research, drawn some valuable conclusions, and explained complex subject-matter without resorting to spin, posturing or unnecessary jargon. Highly recommended.
Product Description
* Draws on the very latest research into the workings of the human brain
Inside This Book
(Learn More)
First Sentence
Many advertising books avoid asking a very basic question: 'Does advertising work?' Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Many advertising books avoid asking a very basic question: 'Does advertising work?' Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.1 out of 5 stars (7 customer reviews)
3 of 3 people found the following review helpful
4.0 out of 5 stars
Cognitive science meets Madison Avenue, May 24 2007
By Rolf Dobelli "getAbstract" - Published on Amazon.com
This review is from: The Advertised Mind: Ground-Breaking Insights Into How Our Brains Respond to Advertising (Hardcover)
This treatise is designed for patient, methodical readers with a quest for insight. Erik Du Plessis is committed to explaining how advertisements work on consumers' consciousness, so he reviews existing research on advertising, and includes cognitive science's understanding of how the brain works on a chemical and cellular level. His research is accessible, since he often recaps and provides analogies that bring it to life, but some of the material remains dense and even obfuscates key points. Du Plessis' results are accurate but may seem self-defining such as the idea that ads you like are ads you remember and they can be difficult to apply. This is an impressive attempt to bring social science and neurological theory to bear on advertising. Given the intangible nature of creativity, a strong intuitive understanding of what makes advertisements likeable might help ad designers get more from this dissection. Of course, the industry also wants to know how it can reach a tech-oriented audience that records its favorite programs on TIVO and fast-forwards through the ads anyway. We find that this innovative book may be most useful for professionals in areas that involve a quantifiable, systematic approach, such as methods for determining how many ads to buy and how to allocate them across television outlets and other media.
9 of 13 people found the following review helpful
5.0 out of 5 stars
Excellent overview of what makes advertising work, July 8 2005
By A. Schools - Published on Amazon.com
This review is from: The Advertised Mind: Ground-Breaking Insights Into How Our Brains Respond to Advertising (Hardcover)
I am an accountant by trade who has recently taken on a volunteer advertising position. I found the book very informative in that it offered good common sensne to advertising. The conclusions were supported by research from all over the world. I will be reading it again.
4.0 out of 5 stars
Great primer on the advertising research field, Aug 16 2010
By william f stephenson - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: The Advertised Mind: Groundbreaking Insights Into How Our Brains Respond to Advertising (Paperback)
As a newcomer to the advertising research field, The Advertised Mind is a very good and thorough read. I appreciated the introduction to various methods of advertising research and the relatively unbiased approach to analyzing the pro's and con's. The introduction to neuroscience was by far the best part of the book. I agree with the author that this is an exciting and promising new method to bring science to advertising research. Definitely a good read.
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