Speed Read – Advertising mind games

Ian Bates

This Speed Read was originally published in Admap – July 2012 issue.

Thanks to our changing psychological states, we now react more positively to advertising that forces a strong emotional attachment. In Seducing the Subconscious, Dr Robert Heath explores the effects of advertising on consumers' minds

We're surrounded by advertising everywhere we go, but are we truly aware of the real effect this emotional influence has on us? Throughout Seducing the Subconscious. The Psychology of Emotional Influence in Advertising, Dr Robert Heath uses contemporary case studies to explore how emotions play a significant role in driving our reactions to advertising campaigns and how, ironically, ignoring advertising can increase its power over us.

Central ideas and arguments