Dr. Robert Heath
Seducing the Subconscious: The Hidden Power of Advertising
Thursday 27th September
The Friends Room, Royal Hibernian Academy, 15 Ely Place, Dublin 2.
Free to attend, all welcome.
Dr. Heath’s presentation will focus on the way in which emotion in advertising is processed, and how this enables advertising to influence consumers when they pay little attention to it. He shows that it’s the emotional content in advertising, not the message, which tends to build strong brand relationships. His research controversially suggests that emotive creativity in TV advertising tends if anything to reduce, not increase, attention, but this can make advertising more effective by inhibiting counter-argument. For this reason he argues that traditional measures such as ad awareness and recall are seriously flawed, and describes other more effective ways of measuring ad effectiveness.
Biography: Dr. Robert Heath is a Senior Lecturer at Bath University School of Management. He started his career with Unilever, and then moved into advertising where he spent 20 years as an account planner, working on such prestigious accounts as Marlboro, Heineken, and Stella Artois. In 1998 he became interested in advertising processing at low attention levels, and in 2001 published his monograph The Hidden Power of Advertising. His latest book – Seducing the Subconscious: The Psychology of Emotional Influence in Advertising – was published in April and has been widely acclaimed as a ‘must read’ for all who work in the industry.
He has been awarded prizes by the IPA, International Journal of Advertising, and the UK Market Research Society. He is a fellow of the UK Market Research Society, Fellow and board member of the European Advertising Academy, and a member of the advisory board for the Wharton Future of Advertising project.
John Fanning, Lecturer on branding and marketing communications in the Smurfit Business School will host the Q&A.