Author: Robert George Heath

Associate Professor of Advertising Theory, University of Bath

September 1, 2016 /

We believe that ignoring ads stops them working, oblivious of the fact that emotive content requires no attention at all in order to be effectively processed. We also think that if we can’t recall an advert’s message, we cannot have been influenced by it. However the truth is that emotional influence lodges deep in our subconscious and is almost impossible to recall.