The Advertised Mind

This book sheds instructive light on memory from a very specific angle – memory in advertising. As an expert in advertising efficiency studies, the author uses analyses realized by psychologists and neurologists who have deciphered how memory works. Intended to reinforce the efficiency of advertising by optimizing the use of memory, the book points out the link between emotions, attention and memory. It underlines the fact that the more emotion generated by a message, the more it grabs our attention and the more likely we are to remember it. The author also demonstrates that new information is generally interpreted based on the past experiences that it evokes in the individual who receives it.