Seducing the Subconscious · The Psychology of Emotional Influence in Advertising by Heath, Robert -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Dedication Foreword Introduction

Love or Hate? The Curious Case of O2 Part One: Taking Advertising Apart Part Two: The Psychology of Communication Part Three: Emotion and Consciousness Part Four: Decisions and Relationships Part Five: A Fresh Look at Advertising

Part 1: Taking Advertising Apart

Chapter 1: The Persuasion Model

Renault Clio Case Study

Chapter 2: Alternative Ideas

Walter Dill Scott Herbert Krugman Andrew Ehrenberg Telma Noodles Case Study

Chapter 3: Why We Don't Pay Attention to Advertising

The Elaboration Likelihood Model The Tyranny of Choice Orange Case Study Taking Advertising Apart: Summary

Part 2: The Psychology of Communication

Chapter 4: Learning and Attention

Attention Level of Attention Learning from Communication Implicit Learning

Chapter 5: The Role of Memory

Working Memory Long-Term Memory Systems Implicit Memory How Does Implicit Memory Work? Conceptual Memory

Chapter 6: How We Process Communication

Perception Conceptualization Analysis An Improved Theory of Communication Processing Mere Exposure Peripheral Exposure The Power of Peripheral Exposure

Chapter 7: Problems with Getting Attention

Counter-Argument Perceptual Filtering Citroën Xsara Case Study British Airways Case Study Psychology of Communication: Summary

Part 3: Emotion and Consciousness

Chapter 8: Emotional Processing

Emotion and Feelings How is Emotion Caused? Why Have Feelings? Emotional Conditioning Andrex Case Study

Chapter 9: Our Adaptive Subconscious

Defining Conscious Thinking Multiple Drafts Theory The Grey Walter Precognitive Carousel Hamlet Cigars Case Study

Chapter 10: Emotion and Attention

Arousal and Attention Flaws in Attention Research Measuring How Emotive Content Influences Attention Levi's Odyssey Case Study Emotion and Consciousness: Summary

Part 4: Decisions and Relationships

Chapter 11: Decision-Making

The Tale of Phineas Gage (Damasio 1994: 3) Somatic Markers Damasio's Model of Decision-Making Audi Case Study

Chapter 12: The Power of Metacommunication

Emotional Communication and Brand Relationships Testing Watzlawick's Theory Cadbury's Gorilla Advertising Case Study

Chapter 13: The Subconscious Seduction Model

New Technology The New Social Environment The Tyranny of Choice Intuition “Along comes an ad …” Subconscious Associative Conditioning Michelin Baby Campaign Case Study Subconscious Relationship Manipulation Dove Self-Esteem Fund Case Study The Subconscious Seduction Model Decision and Relationship: Summary

Part 5: Taking a Fresh Look at Advertising

Chapter 14: Under the Radar

How Easily We Are Influenced The Hofmeister Bear Case Study Budweiser “Whassup?” Case Study

Chapter 15: The Hidden Power of New Media

John West Salmon Case Study Banner Advertising How We Read Product Placement Coca Cola Case Study

Chapter 16: Legal, Decent, Honest, and Truthful

The Marlboro Cowboy Case Study Marlboro Grand Prix Sponsorship Case Study McDonald's Case Study

Chapter 17: How to Spot Subconscious Seduction

Volkswagen Case Study Tesco Supermarkets Case Study Stella Artois Case Study Nike Case Study

Conclusion

How Emotive Communication Influences us Subconsciously A Case Study Retrospective A Force for Evil or Good? And Finally …

References Index