Hidden Persuasion: 33 Psychological Influence Techniques in Advertising
Hidden Persuasion analyses advertising beyond the persuasive power of the imagery itself. It explains the psychology behind 33 effective influence techniques in visual persuasion and how to apply them.
The techniques range from influencing essentials to more obscure and insidious ones. The reader will gain deep insights into how visual means are constructed to influence behaviour and decision making on an unconscious level.
All techniques are supported by visual references and additional information on the psychology and behaviour change. This publication is not just an eye opener for professionals and students in the communications and design field, but also for anybody who wants to understand how our behaviour is influenced unconsciously by advertising, social campaigns and governmental messages. The book is co-authored by leading figures in social influence and visual persuasion.
Authors
Marc Andrews is a psychologist, art director and designer. He holds a master’s degree in Behavioural Science and a Master of Arts in Graphical/Editorial Design.
Dr Matthijs van Leeuwen is an assistant professor of Social Influence and Persuasion at the Radboud University of Nijmegen.
Professor Dr Rick van Baaren is professor of Behavioural change and Society at Radboud University Nijmegen.
Reviews
“These hidden persuasions are a driving force behind advertising, and they’re way more common than you might think”.
Wired.com
