Advertised Mind : Groundbreaking Insights into How Our Brains Respond to Adve...

by Du Plessis, Erik

£27 · Offered by eBay

Advertised Mind : Groundbreaking Insights into How Our Brains Respond to Advertising, Paperback by Du Plessis, Erik, ISBN 074945024X, ISBN-13 9780749450243, Like New Used, Free shipping in the US This is a paperbound reprint of a 2005 book. After tracing his realization of the importance of the processor as much as the processes involved in advertising, Du Pleissis (Millward Brown, a South African advertising research company/ visiting professor, Copenhagen Business School) relates insights about brain functioning to studies of advertising. Drawing on models of learning and memory, he explains why it is crucial for brand ads to hook a person emotionally-- which he says is getting harder to do because of television ad clutter. On the other hand, multimedia advertising campaigns help reinforce ad memories. He does not address whether these principles also apply to political ads. Annotation ©2008 Book News, Inc., Portland, OR ()

• ISBN: 9780749450243
• Condition: Fine

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