We have a love-hate relationship with advertising. Adverts serve a purposethey keep us in touch with new products and ideas, and at their best, ingenious campaigns provide entertainment. But we also worry that advertising can get under our radar in some way and might affect us without our knowledge. For this reason, we ignore it: we think if we dont pay attention to it, we wont remember it, and it wont influence us. But, paradoxically, ignoring advertising can actually lend it greater power. Dr. Robert Heath, a pioneering researcher in the field of brand communications, reveals that how we process advertisingboth at a subconscious and semiconscious levelcan actually increase the influence it has on our emotions, the underlying drivers of our decisions and relationships. Utilizing extensive psychological and neuroscientific research, Seducing the Subconscious reveals how this brave new advertising world works, using illustrative examples of advertising campaigns that have been hugely successful without anyone quite being able to recall what they were trying to communicate. Knowledge, or perhaps awareness, Dr. Heath shows, truly is power. Whether advertising executives are trying to harness it, or average consumers are looking to defend themselves, one thing is certain: we cannot afford to ignore it.
