As citizens of capitalist, free–market societies, we tend to celebrate choice and competition. However, in the 21 st century, as we have gained more and more choices, we have also become greater targets for persuasive messages from advertisers who want to make those choices for us.
In Sold on Language , noted language scientists Julie Sedivy and Greg Carlson examine how rampant competition shapes the ways in which commercial and political advertisers speak to us. In an environment saturated with information, advertising messages attempt to compress as much persuasive power into as small a linguistic space as possible.
These messages, the authors reveal, might take the form of a brand name whose sound evokes a certain impression, a turn of phrase that gently applies peer pressure, or a subtle accent that zeroes in on a target audience. As more and more techniques of persuasion are aimed squarely at the corner of our mind which automatically takes in information without conscious thought or deliberation, does 'endless choice' actually mean the end of true choice?
Sold on Language offers thought–provoking insights into the choices we make as consumers and citizens – and the choices that are increasingly being made for us. For the authors’ blog visit: www.psychologytoday.com/blog/sold–language
I really liked this book; it taps into so many different aspects of human psychology within the marketing context and served as really good brain candy. I bought it for educational purposes; purpose which I believe this book fulfils very well regardless of whether you are in the speaker or listener side of the marketing fence, and was surprised with how entertaining it was. The narrator is very articulate and the vocabulary used is a lot of fun. I listened to it from beginning to end and then listened to my favourite chapters again. My only (small) criticism would be that it tends to focus a lot on the use of marketing and persuasion techniques in politics as opposed to business. Anyhow, I would certainly recommend it to anyone who is interested in seeing marketing, psychology, persuasion, politics and business in general from a different angle in an entertaining manner.
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