The implicit and explicit role of ad memory in ad persuasion: rethinking the hidden persuaders

In 1957 Vance Packard wrote The Hidden Persuaders arguing how ads could persuade at a sub-conscious level.

The implicit and explicit role of ad memory in ad persuasion: rethinking the hidden persuaders

Alastair GoodeDuckfoot Research and Development

INTRODUCTION

The Assumed Role of Memory in the Persuasive Process of Advertising

Most practitioners still assume...