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Before the Ad Image: Body Memory in Motion $95.00
Authors: Algis Mickunas (Ohio University, Athens, Ohio, US) and Joeseph Pilotta (Mykolos Romeris University, Vilnius, Lithuania) 
Book Description:
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. (Nova)

Table of Contents:

Chapter 1. The Affective Orientation

Chapter 2. You-I-We in a Field of Awareness

Chapter 3. Expressivity the Power of Advertising

Chapter 4. Discourses, Intercorporeity and Affectivity

Chapter 5. Depth and Transparency

Chapter 6. Primacy of Time

Chapter 7. Selecting and Deselecting Relevance

Chapter 8. Movement and Receptivity

Chapter 9. The Media


Index of Words

      Contemporary Cultural Studies (Series Editor, Joseph J. Pilotta, Algis Mickunas, John W. Murphy, The Ohio State University, and etc.)
   Binding: ebook
   Pub. Date: September 6, 2018
   ISBN: 978-1-53614-253-2
   Status: AV
Status Code Description
AN Announcing
FM Formatting
PP Page Proofs
FP Final Production
EP Editorial Production
PR At Prepress
AP At Press
AV Available
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Before the Ad Image: Body Memory in Motion