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Author:

Du Plessis, Erik.

Title:

The advertised mind : ground-breaking insights into how our brains respond to advertising / Erik du Plessis.

Publisher:

Millward Brown/Kogan Page,

Copyright Date:

2005

Description:

xxiv, 232 p. : ill. ; 25 cm.

Subject:

Advertising--Psychological aspects.
Advertising--Research.
Human information processing--Research.

Notes:

Includes bibliographical references (p. [221]-226) and index.

Contents:

How advertisements work -- Approaches to the human mind -- Psychologists' models of learning and memory -- The structure of the brain -- Neurons: the building blocks of the brain -- Learning and emotion -- Arousal and consciousness -- Emotion and reason -- Incidental learning - and forgetting -- From brains to advertisements -- Why should advertising be researched? -- It is getting more difficult to be memorable -- Advertising, learning and memory -- The attention continuum -- What ad-liking means -- Recognition, recall and persuasion -- Advertisement memories and brand linkage -- Exposing the consumer to the advertising: media strategy -- Professor Ehrenberg and double jeopardy: or the effect of the brand on the advertising -- The mental world of brands and the objective of advertising -- 'I told you so' -- The emotional and the rational.

ISBN:

9780749443665 (alk. paper)
0749443669 (alk. paper)

OCLC:

(OCoLC)57429862

LCCN:

2005001178

Locations:

USUX851 -- Iowa State University - Parks Library (Ames)

UNUX074 -- University of Northern Iowa - Rod Library (Cedar Falls)

ULAX314 -- Loras College Library (Dubuque)

UDAX314 -- Charles C. Myers Library (Dubuque)

SOAX911 -- Simpson College - Dunn Library (Indianola)

OVUX522 -- University of Iowa Libraries (Iowa City)

OMAX631 -- Geisler Learning Resource Cntr (Pella)

HWAX074 -- Hawkeye Community College Library (Waterloo)