Title Page; Contents; Figures and Tables; Acknowledgments; About the Author; PART A: WHY ADVERTISING HAS REMAINED A MYSTERY FOR SO LONG; Introduction; 1 Influencing people: myths and mechanisms; 2 Image and reality: seeing things in different ways; 3 Subliminal advertising: the biggest myth of all; 4 Conformity: the popular thing to do; 5 The advertising message; oblique and indirect; 6 'Under the radar': paid product placement; 7 Silent symbols and badges of identity; 8 Vicarious experience and virtual reality; 9 Messages, reminders and rewards: how ads speak to us
Summary
Unravels the mysteries that surround the art of advertising, taking us into the mind of the consumer and explaining how advertising messages work - or misfire - and why. Fully revised international edition
