Item description for We Know What You Want: How They Change Your Mind by Martin Howard & Douglas. Coercion Rushkoff...
In this handbook for locating the hidden sales messages that bombard us everyday, Martin Howard explains the new techniques that corporations are using to make subconscious approaches without your consent. It covers the five major zones where consumers are being confronted: in the retail shopping context, at major events and concerts, through information media, personal friendships, and your computer.
Up until recently, there was a social contract that alerted consumers to advertising messages. They were clearly labeled, endorsements were obvious and certain areas were off-limits. That contract has been broken, and many corporations are resorting to underhanded methods to persuade.
Our shopping centers, stadiums, telephones, friendships and editorials are all "fair game." Marketing messages have crossed into the social sphere.
We Know What You Want points out dozens of examples of how these signals are being relayed and gives you the tools and techniques to decode these messages and make your own decisions.
Inspired by the popular book Coercion by Douglas Rushkoff, this book presents key ideas and case examples in a practical, easy-to-follow, illustrated format. Rushkoff himself contributes the Introduction. We Know What You Want has Rushkoff's full support; he calls it "an entertaining yet McLuhanesque Medium is the Message,' filled with engaging graphics and provocative but easy-to-follow guidelines for maintaining autonomy in a world made of marketing."
Martin Howard has spent over 15 years in the marketing field with over 10 of them in advertising agencies. While witnessing the decline of the traditional advertising agency, he became interested in emerging forms of communication and stumbled upon the writings of Marshall McLuhan and others, who charted the profound but underestimated impact of electronic media. Now a strong advocate for media literacy, his interest is in making these theories accessible to average consumers and students. He lives in Brisbane, Australia.
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Est. Packaging Dimensions: Length: 0.75" Width: 6" Height: 7.5" Weight: 0.76 lbs.
Release Date Feb 1, 2005
Publisher The Disinformation Company
ISBN 1932857052 ISBN13 9781932857054
Availability 0 units.
More About Martin Howard & Douglas. Coercion Rushkoff
Martin Howard has spent over fifteen years in the marketing field with over ten of them in Advertising Agencies. He has consulted to a range of organizations in the area of communications and design.
Reviews - What do customers think about We Know What You Want: How They Change Your Mind?
Excellent book; Everyone needs to read it May 9, 2008
Not sure how I stumbled onto this book, but I liked how colorful it was (like a shiny toy!), picked it up, opened it up, and started learning. It was pretty awesome. And I had read a pretty good amount about subversive advertising, and viral advertising, and a lot about public relations before I picked this book up, and I was still learning as soon as I started reading in the store. That's my number one qualifier for a good book - I read almost exclusively non-fiction. The last time I picked up a book and started learning something so quickly was when I read a bell hooks book.
I only wish I'd read this book fifteen years ago when I was a teenager. Most of the concepts could be picked up by teenagers, and then they'd be much better prepared to fight indoctrination from advertisers and any self-proclaimed experts as they grew up.
The layout and pictures and diagrams and charts inside help explain things well and put everything into the proper context - and keep your attention. There are lots of 'a-ha' moments. And it definitely made me want to read Coercion - which I'll do soon.
If more books were like this, we'd have a lot better informed public.
Incoherent and unreadable May 26, 2007
This isn't a "book" in the sense of something you can sit down and read in a coherent fashion. Rather it is a collection of quotes, quips, "fun facts" and anecdotes which looks like it was put together by an incompetent graphic artist. The material centers loosely on the theme of "they're out to brainwash you," but the content is so sloppily presented that it's hard to be anything but confused by it. This one is going back to this site, and then hopefully into the trash heap where it belongs. GIANT WASTE OF MONEY!!
A simplified (and conspiracy-based) book on PR Feb 11, 2007
OK. So we wrap advertising, news, public relations and public relations into one book to whow how THEY try to influence you how to think. Well, if it's big news that governments wait to release bad infor when it will have a minimal impact then you probably weren't paying attention to start out. The author has some very good points about "junk news" (which I agree with) but the fact is we have a market-driven economy. If you don't like U.S. news networks, with their entertainment and rubbish stories, then watch BBC news, which is available as part of most cable packages. The fact that most Americans don't might say something about our tastes in programming but what can you do about that?
If you're serious about learning about how PR works and aren't staring at your TV screen looking for product placements on Star Trek The Next Generation episodes then there are better books out there. Not as flashily packaged, interestingly enough, but they're out there.
A first-rate gem of a book Oct 29, 2006
The marketers and public relations firms of this world are constantly improving the myriad of ways they have to get inside your head and manipulate you to their way of thinking. This book looks at some of them.
Today's supermarkets intentionally place popular items, like milk and bread, as far from the entrance as possible. That way, the shopper must pass all those impulse items at the end of each aisle. Also, they are subjected to muzak tracks that will cause them to ignore their shopping lists and stay longer. Have you ever heard of the Gruen Transfer? It describes the moment when a shopper loses control of the decision-making process, characterized by suggestibility and glazed eyes. It is at this time that a shopper is most likely to make an unplanned purchase.
At the local sports stadium, is there any surface, except for the player's uniforms and the field itself, that doesn't have a corporate logo? You have probably seen Video News Releases, slick corporate promotions and government messages designed to look like news, even if you have never heard of them. The book also looks at how to engineer public opinion, through front groups, paid experts and targeted messages.
This is a first-rate gem of a book. It is really easy to read. While some might consider the information in this book common knowledge, it is still a rather spooky look at how well They have gotten inside our heads. It is very much recommended.
Eye opening must read for the everyday consumer Sep 26, 2006
I would not allow people go into any shop without this book. Just one fact: 60% of consumer decisions are made inside the store. There are tons and tons of other information what was new to me. For example what effect does a mass have on you, if you stay in the midst of them? How can you be manipulated by music? I've even ordered two of this book to my friends. Must to read.