Hidden Persuasion - by Marc Andrews (Paperback)

Genre: Business + Money Management
Sub-Genre: Marketing
Format: Paperback
Publisher: Bis Publishers
Age Range: Adult
Book theme: General
Author: Marc Andrews
Language: English

About the Book

Analyzing advertising beyond the persuasive power of the imagery itself, this resource explains the psychology behind 33 effective influence techniques in visual persuasion and how to apply them.

Book Synopsis

Visual messages are omnipresent in our daily life. They are constantly attempting to persuade us to buy, learn and act. Some are more successful than others in influencing our behavior and choices. What is the secret power of these messages? How do they succeed in changing our behavior?

This book analyzes advertising beyond the persuasive power of the imagery itself. It explains the psychology behind 33 effective influence techniques in visual persuasion and how to apply them.

The techniques range from influencing essentials to more obscure and insidious ones. The reader will gain deep insights into how visual means are constructed to influence behavior and decisionmaking on an unconscious level.
All techniques are supported by rich visual references and additional information on the psychology of behavior change. This publication is not just an eye-opener for professionals and students in the communications and design field, but also for anybody who wants to understand how our behavior is influenced unconsciously by advertising, social campaigns and governmental messages. The book is co-authored by leading figures in social infl uence and visual persuasion. It is designed as an accessible modern reference book for creating and understanding persuasive visual imagery. It will open your eyes, we promise!

About the Author

Marc Andrews is a psychologist, art director and designer. He holds a master's degree in Behavioural Science and a Master of Arts in Graphical/Editorial Design. In Design, he earned his master's degree (with honours) by exploring the rhetorical, semiotical, and psychological dimensions of visual argumentation. Since 2008, he has been a partner of andrews: degen (andrewsdegen.com), a creative agency for visual communication in Amsterdam. In addition, he teaches Design Psychology and Design Theory in The Netherlands, and has provided lectures and workshops on social design at several international design academies