Visual messages are omnipresent in our daily life. They are constantly attempting to persuade us to buy, learn and act. Some are more successful than others in infl uencing our behavior and choices. What is the secret power of these messages? How do they succeed in changing our behavior? This book analyzes 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 infl uencing essentials to more obscure and insidious ones. The reader will gain deep insights into how visual means are constructed to infl uence behavior and decisionmaking on an unconscious level. All techniques are supported by rich visual references and additional information on the psychology of behavior 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 behavior is infl uenced unconsciously by advertising, social campaigns and governmental messages. The book is co-authored by leading figures in social infl uence and visual persuasion. It is designed as an accessible modern reference book for creating and understanding persuasive visual imagery. It will open your eyes, we promise!
O autorze
Prof. dr. Rick van Baaren is professor of Behavioural change and Society at Radboud University Nijmegen. His research focuses on different kinds of conscious and unconscious behavioural influence and has been published in authoritative international scientific journals. His work has also been featured in the New York Times, the Discovery Channel and Die Welt, among others. Furthermore, van Baaren is founder of the new and unique Master’s programme “Behavioural Change” at Radboud University Nijmegen. This programme is dedicated to training master students to become behavioural change experts who combine an excellent scientific foundation with keen grasp of real world application. Finally, van Baaren serves as an external advisor on behavioural change for several agencies and television programmes.
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