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About Face: The Secrets of Emotionally Effective Advertising Hardcover


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About Face: The Secrets of Emotionally Effective Advertising + Emotionomics: Leveraging Emotions for Business Success + Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing
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Product Details

  • Hardcover: 212 pages
  • Publisher: Kogan Page (October 1, 2010)
  • Language: English
  • ISBN-10: 1412807956
  • ISBN-13: 978-1412807951
  • ASIN: 0749457570
  • Product Dimensions: 9.6 x 6.4 x 0.8 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #934,440 in Books (See Top 100 in Books)

Editorial Reviews

Review

"" There's a preparedness to embrace neuroscience and behavioral economics, and thus Dan Hill's lastest work is timely. Let's hope the new generation of creative people will take advantage of his many insights and practical recommendations."" Hamish Pringle, Director General, Institute of Practictioners in Advertising and co-author of Brand Immortality

Recommended by CEO Refresher!

See an excerpt on the American Educational Foundation website!

About the Author

Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process.  He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers.  He has appeared on CNN, the Today Show, MSNBC, and Fox Business.  He is the author of Emotionomics: Leveraging Emotions for Business Success, About Face: How to Make Sure Advertising Is On-Emotion and On-Message, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life.

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Customer Reviews

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See all 11 customer reviews
I highly recommend it to students, professionals and academics alike!
Christophe Morin
Dan Hill uses science like facial coding to actually measure true emotional reactions in test subjects.
H. Buchanan
The result is a book that is packed with ideas and practical tips that anyone can use.
Mark

Most Helpful Customer Reviews

7 of 7 people found the following review helpful By contentgrrl on November 11, 2010
Format: Hardcover
Dan Hill's About Face digs deeper into the question of why 50 percent of advertising fails, and this very readable book is a treasure trove of discoveries from research in facial coding (how real people's facial expressions and body language respond to advertising) and a host of other studies.

You'll find out how "the 12 most persuasive words in the English language" focus on pain and gain, but more on one than the other. Do you think it's pain, that people are more emotionally engaged in fear and defending against threats to their status quo or their dreams? Or do you think it's gain, that people are more emotionally engaged in what they want but don't have and what you can promise? The answer may surprise you.

The Afterword on page 171 has seven gems to take away:
1. Be on-emotion (not just on-message)
2. Be in motion ("Novelty. Change. Intensity. ...Tapping in to how people want to resolve, evade, or mitigate problems raises the prospect of hope")
3. Don't create a psycho-killer brand. (Carefully employ the face of your brand to create affinity with your customers)
4. Create engaging sensory experiences. Leverage touch, smell, taste along with your visual and auditory cues and contrasts to seduce over and over again.
5. Achieve elegant simplicity. Consider "Wundt's sweet spot: simple but novel, or complex but familiar. ...engaging in triage and enshrining the core idea."
6. Close with an intellectual alibi. Even in B2B, people buy emotionally. But they have to justify it to themselves and their bosses.
7. Stay in the comfort zone. Foster a sense of well-being and pride in association with your brand, and the values your brand shares with your customers."

This book has copious examples that show how to incorporate these tips in campaigns. Worth the buy.

It's also another inspiration to go catch up on the TV crime drama, Lie to Me.
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3 of 3 people found the following review helpful By Mark on January 28, 2011
Format: Hardcover
At last a book about adverting and marketing that's actually worth reading. This book is packed with meat. Examples, research, insights and take-aways that any business person can use.

Hill draws on years of research from advertising around the globe to offer usable insights into what makes effective advertising and marketing.

Unlike many other so called business books that seem to be more about building up the egos of their authors, Hill just lets the research and the results do the talking.

The result is a book that is packed with ideas and practical tips that anyone can use.

It does get a little heavy duty at times with some of the minutiae of advertising, but I'd rather too much detail than some tool prattling on about purple bovines or the latest ...ology.

Highly recommended.
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2 of 2 people found the following review helpful By H. Buchanan on November 9, 2010
Format: Hardcover
I'm a long time fan of Dan Hill, so I went into this with high expectactions. Dan did not disappoint.

There were two things I really liked about About Face:

1.Focus on the why, not just the what. The introduction title is "Science Meets Creativity." We often see ads that are successful, but don't know exactly why the ad was successful. My problem with "creativity" is that it's often difficult to replicate. Dan Hill uses science like facial coding to actually measure true emotional reactions in test subjects. He shares research on how the brain reacts to different types of messages.

2.Specific actionable recommendations. The second, and more important reason I like this book is that it gives you specific recommendations from wording of your ads to types and placement of images I kept jotting down notes for clients I'm working with and specific ideas for improving their marketing materials. Now THAT'S the sign of a book worth reading.

Dan points to this quote, "Advertising does not first get attention then create an emotion. Advertising creates an emotion which results in attention." I think this is the key to the whole book.

The importance of using faces in advertising, and how to use those faces to most advantage, is something every advertiser should learn.

As Dan Hill points out: "In advertising the human face represents a treasure trove of opportunity to engage us and compel consideration and persuasion."
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1 of 1 people found the following review helpful By Monica Bercea on July 5, 2013
Format: Hardcover
Dan Hill (Founder and President of Sensory Logic, speaker) is the expert in facial coding, investigating the importance of emotions to advertising and consumer behavior and having experience in emotional insights consultancy. His books include Body of Truth: Leveraging What Consumers Can't or Won't Say (2007) and Emotionomics: Leveraging Emotions for Business Success (Kogan Page Publishing, 2009, which was chosen by Ad Age as one of "10 Books You Should Have Read in 2009"). His book About Face: Ten Secrets to Emotionally Effective Advertising dedicates its 196 pages to the exploration of human nature (using facial coding), with implications to advertising and emotional factors that influence the creation of effective marketing.

As the author states from the first pages of About Face, 20th century marketing was largely about being "on message". In contrast, in 21th century, people are primary emotional decision makers, so successful advertising is "on-emotion". But marketers face problems in understanding consumer's emotions, as people lie, consciously or unconsciously. As scientists have known for decades now, there's the original sensory (reptilian) brain, an emotional (mammalian) brain (both millions years old) and since some 100.000 years ago, a rational (human) brain, where our verbal abilities reside. So "on-message" approach gives people a way to be interested (leveraging the sensory brain), a reason to care (leveraging the emotional brain), and then and only then a confirming reason to believe (leveraging the rational brain). So consumer experience becomes the heart of the matter and dethrones the company's marketing message.
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