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Seducing the Subconscious
The Psychology of Emotional Influence in Advertising
Robert Heath
Most of us like to think that advertising only influences stupid people. We assume that advertising works by persuasion and we associate persuasion with our elders trying to make us do something we didn't want to do.
Perhaps TV ads effective because we don't pay attention to them, so our critical defences are not marshalled to inspect their logic or claims. Author claims that most effective ads are not ones we most like to look at, or ones we hate most, but the ones which slip under our radar.
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