Before the ad image : body memory in motion / Algis Mickunas, Joseph Pilotta.

Format:

Book

Author/Creator:

Mickūnas, Algis, author.

Pilotta, Joseph, author.

Series:

Contemporary Cultural Studies

Language:

English

Subjects (All):

Consumer behavior--Psychological aspects.

Consumer behavior.

Physical Description:

1 online resource (xv, 157 pages)

Edition:

1st ed.

Place of Publication:

New York : Nova Science Publishers, 2018.

Summary:

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.

Contents:

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

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

Chapter 3

Expressivity the Power of Advertising

The Desire for Desire

Eros

Love Marks

Chapter 4

Discourses, Intercorporeity and Affectivity

Discursive Practice

The Nomad

The Cynical Body

Body in Action: Constitution of Space

Chapter 5

Depth and Transparency

The Experiencing Subject

Chapter 6

Primacy of Time

Bergson and Husserl

Temporal Flow and Subjectivity

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

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

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

Index

Blank Page.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781536142532

1536142530

OCLC:

1065417939