Hidden Persuasion, Andrews, Van Leeuwen & Van Baaren, BIS, ISBN 9789063693145, 192 pgs., 34 Euros (about $40)
July 23, 2014 Leave a comment
The subtitle of this book is 33 psychological influence techniques in advertising. Now, you may be wondering why I’m even looking at a book about advertising, never mind the psychological aspects of it, in what is essentially an SF, fantasy, horror, and thriller review blog with the occasional mystery thrown in. Well, believe it or not, a lot of what you read is written using techniques related to advertising. Besides, this is a pretty eye opening book and it’s very George Orwell in the way some of these techniques are described and implemented.
For example, there is the Disrupt and Reframe technique, the Promised Land technique, the Social Proof technique, God Terms, Loss or Gain, Doublespeak, projection, Door in the Face, and Foot in the door, among many others. Some of these are pretty obvious when you read the names while others are much less common. I have to say that there are also techniques that seem to appear more in Europe and Asia than the US so it’s interesting to see what’s happening elsewhere.
The nice thing about this book is that you not only get the technique itself but the psychological underpinnings behind it. So, you can read about what is being done and then get some understanding about why it is being done in exactly that way. for example, we have all heard that sex sells. But, so does authority, and fear, and scarcity, and humor, and guarantees, and acknowledging resistance. And they all work for different reasons. It makes looking at advertising much more interesting once you realize what they are trying to do to you.
Recommended if you have any interest at all in how things work or in how much your mind is being played with. and, if you want to get a copy of your very own, all you have to do is click right here: Hidden Persuasion: 33 Psychological Influences Techniques in Advertising