Advertising is designed to elicit a response, but the response is not to purchase an item or use a service. The response should be emotional, and well-crafted advertising will elicit emotional responses that do the work of convincing the consumer he or she needs a particular product or service. If this all sounds like advertisers should try to manipulate consumers…well, duh!
The information that Hill provides is of special interest to those selling something, but aren’t we all? Isn’t making an attempt to “put your best foot forward” a technique of selling an image of ourselves? When we appeal to someone’s sense of responsibility in order to get something done (take out the trash, tithe, vote, stop littering) aren’t we trying to manipulate behavior?
Hill’s suggestions, while applying to product advertising, could well be incorporated into designing one’s own web site or blog, interviewing for a position, or designing a winning term paper. They emphasize appealing to emotions rather than logic or rational thinking to effectively reach one’s target.
About Face is an informative guide to better advertising as well as a fascinating look into human emotion, motivation, and thought processes.
Bottom Line: Would I buy About Face? Yes, my interest in psychology and brain studies makes this a must have in my personal library. Release date: October 28.
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