Before the Ad Image: Body Memory in Motion


Algis Mickunas
Ohio University, Athens, Ohio, US

Joseph J. Pilotta
Mykolos Romeris University, Vilnius, Lithuania

Series: Contemporary Cultural Studies
BISAC: SOC026000

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 effectively. 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.

Table of Contents

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

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