Before the Ad Image: Body Memory in Motion
Body Memory in Motion
Published on 1. September 2018
172 pages
978-1-5361-4253-2 (ISBN)
Description
The ad image has become the focus of ad research, and to a certain extent this is justified. To understand how the ad image is received, the tradition of advertising creators, planners and buyers have asserted it is based on memory. Specifically, it is rooted in affective memory in which the unconscious plays a role. The other side is cognitive, where the image may be received, but less affectively. Today, neuroscience is being deployed to validated current findings in order to prove advertising legitimization. The biggest companies are involved in the business of using technological reading of biomedicine to validate claims. However, the theoretical apparatuses remain the same as before. This book demonstrates a short critique of the theories and technology trending within the industry and demonstrates how the industry should be looking at the phenomenological foundations of memory as a body kinesthetic engagement before the image.
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09/2018
Nova Science Publishers Inc
€172.31
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Content
- Intro
- Contents
- Preface
- Where Are Neuro ADS Going?
- Critiques of Neuroscience
- References
- Chapter 1
- The Affective Orientation
- The Hierarchy of Effects
- What "The Unconscious" Really Means
- Zaltman and the Reconstructive Theory of Memory (R.T.M.)
- Problems with R.T.M.
- Standing the Hierarchy of Effects on Its Head
- The Affective Perspective
- Desire
- The Role of Cognition in Desire
- Self-Understanding in Desire
- Construct: Thinking and Feeling
- The Difference between Knowing and Feeling
- References
- Chapter 2
- You-I-We in a Field of Awareness
- Introduction
- Communicative Community
- Prologue
- Psyche and Expression
- Mood Community as Memory
- Body Remembers More
- Technology and Body
- Postscript
- References
- Chapter 3
- Expressivity the Power of Advertising
- The Desire for Desire
- Eros
- Love Marks
- References
- Chapter 4
- Discourses, Intercorporeity and Affectivity
- Introduction
- Discursive Practice
- The Nomad
- The Cynical Body
- Body in Action: Constitution of Space
- References
- Chapter 5
- Depth and Transparency
- Introduction
- The Experiencing Subject
- Postscript
- References
- Chapter 6
- Primacy of Time
- Introduction
- Bergson and Husserl
- Temporal Flow and Subjectivity
- Postscript
- References
- Chapter 7
- Selecting and Deselecting Relevance
- How a System of Relevance Functions
- On Expectations
- Rethinking Lifestyle
- 1. It's Not an Attitude or a Demographic
- Lifestyles Are Made Up of Practice or I Can's
- 2. Lifestyle Choices Are Limited I Can's
- Lifestyles Are Chosen
- Lifestyle Choices Are Limited
- 3. Influences on Lifestyle-Creation
- 4. Lifestyles Are Visible in Things
- Life-World
- References
- Chapter 8
- Movement and Receptivity
- Communication Styles of Media
- Desire
- Transformational-Emotional Style
- Synaesthetic Style
- Shut Up and Dance
- Reading the Chart
- Explanation of Chart
- References
- Chapter 9
- The Media
- The Phenomenon of Synaesthesia
- Perception/Expression
- Multimedia-Tasking and Synesthesia
- Corporeal Perception
- The Position of the Camera and the Audience
- Synchronization
- Conclusion
- References
- Index
- Blank Page
