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.
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