Neuropropaganda from A to Z

How Neuroscience Can Make Advertising More Effective In this book, already a reference for the craft, study, and evaluation of advertising communication, Antonio Lavareda and João Paulo Castro select and explain, with remarkable didacticism, basic neuroscience insights, and show how—and why—they can and should be applied to advertising, at a time when affective messages are becoming more important. With a text that is accessible and appealing even to laypeople, the authors masterfully lead the reader to the heart of the revolution resulting from the explosion in the volume of information about brain function—and the diverse ways in which this abundance has influenced advertising practice.