Looking for the emotional unconscious in advertising
David PennConquest Research Ltd
INTRODUCTION
Because most of today's models of advertising research were developed under the influence of mid-20th-century cognitive science, it is not surprising that many researchers feel more at home with the conscious, cognitive aspects of behaviour than with the unconscious and emotional.
The earliest models of how advertising worked often assumed a simple linear relationship between attention (impact) and action. Models such as AID A (Attention – Interest – Desire – Action) hypothesised that, through the medium of a persuasive message, information is consciously processed...