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Sunday, November 07, 2010

About Face: Emotionally Effective Advertising

Now Reading: About Face: The Secrets of Emotionally Effective Advertising by Dan Hill.   Notably in chapter 4 he talks about focusing on faces.   This is a particularly useful overview of how important faces are in advertising, whether on line or in other signs or media.   This is topic we studied extensively and had long time historic, but hardly scientific use in consumer package goods.  The topic is well known, but rarely covered in detail.  See the section on  'true smiles' vs 'social smiles': How heartfelt smiles differ from willed ones.   I would further like to see how these can be detected using neural scans in more detail.  Overall a very good overview book, the topic is rarely covered in one place.  Continuing to read.

I see the author, Dan Hill,  is from the consulting firm Sensory Logic, which is also worth a look.

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