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Read e-book online Advertising and the Mind of the Consumer: What Works, What PDF

By Max Sutherland

ISBN-10: 1741755999

ISBN-13: 9781741755992

Advertising is a longtime and ever-present strength and but simply the way it works remains to be whatever of a secret. From an insider, this fully-updated advisor unveils the secrets and techniques of major a profitable crusade over quite a lot of media, together with the net. Drawing on many famous overseas advertisements as examples, it unearths the workings of the brain of the patron and explains the explanations for the successes and screw ups of assorted advertisements campaigns. greater than only a how-to publication of methods, this can be a examine the mental and logistical components that make ads paintings that's perfect for ads brokers, sellers, and scholars of advertisements and client behavior.

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Additional info for Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

Example text

In fact, no such legislation was passed either federally or in any state. It was banned in a number of other countries including the UK and Australia, however, but as we will see, this was unnecessary. That was a half century ago. Ever since, there have been numerous attempts—all unsuccessful—to replicate the substantial effect claimed by Vicary and more than 200 scientific papers have been published on the subject. 3 It is clear, in this case, enthusiasm and myth outweighed fact. 4 So, subliminal advertising was just a myth all along.

It was banned in a number of other countries including the UK and Australia, however, but as we will see, this was unnecessary. That was a half century ago. Ever since, there have been numerous attempts—all unsuccessful—to replicate the substantial effect claimed by Vicary and more than 200 scientific papers have been published on the subject. 3 It is clear, in this case, enthusiasm and myth outweighed fact. 4 So, subliminal advertising was just a myth all along. Self-help tapes If that is so, you may ask, then what about those self-help tapes?

There is another important reason why the belief in subliminal advertising has persisted for so long. It is not totally without any effect. A high-jumper can leap 6 feet (2 metres) but this does not mean humans can fly. There are limits to how high we can go, unassisted. Similarly, as the earlier chapters of this book have shown, we are able to learn without full, conscious awareness—but only up to a point. There is no doubt that we can be influenced without awareness, but as the earlier chapters show there is nothing necessarily unique or evil or manipulative about this.

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Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why by Max Sutherland


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