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About Face: The Secrets of Emotionally Effective Advertising
Once advertising was all about being "on-message" and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers.
About Face shows how 21st-century advertising can realize success by being "on-emotion" first and foremost. Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including:
· Keep it simple
· Make it relevant
· Be memorable
· Focus on faces
· Always sell hope
· Don’t lead with price
Emotions rule decision making. About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer.
About Face shows how 21st-century advertising can realize success by being "on-emotion" first and foremost. Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including:
· Keep it simple
· Make it relevant
· Be memorable
· Focus on faces
· Always sell hope
· Don’t lead with price
Emotions rule decision making. About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer.
- GenresBusiness
196 pages, Hardcover
First published September 3, 2010
12 people are currently reading
74 people want to read
About the author
Dan Hill
8 books21 followersDan is an internationally recognized expert on emotions and personalities, and the host of "Dan HIll's EQ Spotlight" podcast on the New Books Network devoted to interviewing quality authors. Dan's three latest books consist of:
1) Famous Faces Decoded: A Guidebook for Reading Others, an EQ primer using celebrity photos and stories to assist, among others, teachers, sales people, managers, and people dating or in marriages read and navigate the emotions people's faces reveal.
2) Two Cheers for Democracy: How Emotions Drive Leadership Style, an exploration of what emotive patterns correlate best to effectiveness in office (U.S. presidents) or in creating stable democracies (abroad).
3) First Blush: People's Intuitive Reactions to Famous Art, a study using eye tracking and facial coding to capture the specific see/feel responses of people to 88 art works, ranging from paintings to photography.
Dan is the founder and president of Sensory Logic, Inc., which pioneered the use of facial coding to scientifically capture and quantify emotions in business beginning in 1998 and has done consulting work for over 50% of the world's top 100 business-to-consumer (B2C) oriented companies. Dan is the recipient of seven U.S. patents related to facial coding and is also a certified Facial Action Coding System (FACS) practitioner.
Dan’s TV appearances have ranged from ABC’s “Good Morning America,” Bloomberg TV, CNBC, CNN, ESPN, Fox, MSNBC, NBC’s “The Today Show,” and PBS, to The Tennis Channel. Besides front-page coverage in The New York Times, other print and digital coverage of Dan’s work has included: Allure, China Forbes, Cosmopolitan, Fast Company, The Financial Times, The Los Angeles Times, The New York Times, Politico, Time, USA Today, and The Wall Street Journal.
Dan received his Ph.D. from Rutgers University, following studies at St. Olaf College, Oxford University and Brown University. Along with his wife, Karen Bernthal, he lives in St. Paul, Minnesota and Palm Desert, California.
1) Famous Faces Decoded: A Guidebook for Reading Others, an EQ primer using celebrity photos and stories to assist, among others, teachers, sales people, managers, and people dating or in marriages read and navigate the emotions people's faces reveal.
2) Two Cheers for Democracy: How Emotions Drive Leadership Style, an exploration of what emotive patterns correlate best to effectiveness in office (U.S. presidents) or in creating stable democracies (abroad).
3) First Blush: People's Intuitive Reactions to Famous Art, a study using eye tracking and facial coding to capture the specific see/feel responses of people to 88 art works, ranging from paintings to photography.
Dan is the founder and president of Sensory Logic, Inc., which pioneered the use of facial coding to scientifically capture and quantify emotions in business beginning in 1998 and has done consulting work for over 50% of the world's top 100 business-to-consumer (B2C) oriented companies. Dan is the recipient of seven U.S. patents related to facial coding and is also a certified Facial Action Coding System (FACS) practitioner.
Dan’s TV appearances have ranged from ABC’s “Good Morning America,” Bloomberg TV, CNBC, CNN, ESPN, Fox, MSNBC, NBC’s “The Today Show,” and PBS, to The Tennis Channel. Besides front-page coverage in The New York Times, other print and digital coverage of Dan’s work has included: Allure, China Forbes, Cosmopolitan, Fast Company, The Financial Times, The Los Angeles Times, The New York Times, Politico, Time, USA Today, and The Wall Street Journal.
Dan received his Ph.D. from Rutgers University, following studies at St. Olaf College, Oxford University and Brown University. Along with his wife, Karen Bernthal, he lives in St. Paul, Minnesota and Palm Desert, California.
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Displaying 1 - 4 of 4 reviews
March 15, 2011
I'm doing my masters in a marketing program. That's relevant because this book talked about some of the things we studied and talked about when I was taking courses for this degree.
The difference is that the tips in this book are easily accessible and understandable. I read and I understood without getting a headache or needing to read through it more than once. Dan Hill makes a great argument and has convincing evidence.
I suppose this book is best for those with businesses that use advertising. I'd recommend it to anyone who is trying to sell anything to anyone. Wow that is broad, I know, but let's be honest, we live in a consumer culture and advertisements are a big portion of our communication. Understanding an advertising tactic can be very beneficial and I really do think this book is accessible to many different people and applicable to different situations.
The difference is that the tips in this book are easily accessible and understandable. I read and I understood without getting a headache or needing to read through it more than once. Dan Hill makes a great argument and has convincing evidence.
I suppose this book is best for those with businesses that use advertising. I'd recommend it to anyone who is trying to sell anything to anyone. Wow that is broad, I know, but let's be honest, we live in a consumer culture and advertisements are a big portion of our communication. Understanding an advertising tactic can be very beneficial and I really do think this book is accessible to many different people and applicable to different situations.
April 22, 2016
Dan Hill says, “hair coloring isn’t really about looking younger; it enhances self-esteem. Getting a Harley Davison motorcycle isn’t really about affordable transportation; it expresses freedom. Daughters may beg for a cellphone, explaining it’s for security; but it’s really so they can bond with their friends."
February 6, 2016
About Face is a serious book on Emotional advertising. It is those books which you would like to read, implement then come back to the the book for more insights.
November 26, 2017
It is all about emotions!
Displaying 1 - 4 of 4 reviews