ISBN 0 7494 4366 9

This book is unlike any other book about advertising previously published. Most
previous books have considered advertising as a process, but given little attention
to the processor of advertising: the human brain. And yet, over the past two decades, the human brain is arguably the area in which science has made its greatest discoveries. So much has been learnt that it now makes sense to consider the implications of those discoveries in the context of how advertising works.

In "The Advertised Mind," Erik du Plessis draws on information
about the working of the human brain from psychologists, neurologists
and artificial intelligence specialists to suggest why 'ad-liking' is such
an important factor in establishing a firm memory of an advertisement
and predisposing consumers to buy the brand that is being advertised.