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Обращение к неуловимым и неосязаемым тайнам подсознания в области, имеющей дело с точными фактами и цифрами, поначалу подвергалось серьезной критике. Но меня вдохновлял немецкий философ Артур Шопенгауэр, заметивший: «Истина проходит через три стадии: сначала ее высмеивают, потом ей яростно сопротивляются и, наконец, принимают как очевидное».
Однажды меня попросили оценить рекламу и рассмотреть сильные и слабые стороны кампании через призму моих семи шагов. Я отправил свои соображения по электронной почте, и умный, доброжелательный креативный директор превратил текст в речь, произнесенную механическим, напыщенным тоном, и опубликовал ее в интернете. Услышав ее, я сначала рассмеялся, но, когда насмешки и язвительные замечания по поводу моих нейроанатомических ссылок и примеров гипноза превратились в яростные нападки, я понял, что чего‑то добился. Обычно мы осуждаем новое, которое угрожает сложившимся, удобным взглядам. Но иногда мы с не меньшим энтузиазмом торопимся перейти на другую сторону, поддерживая популярную идею. Я благодарен не только тем, кто поддержал мою работу, но и тем, кто критиковал ее, поскольку они помогли укрепить мою решимость и углубить исследования.
Я чрезвычайно благодарен Джиму Ливайну, поддержавшему этот проект еще на стадии рабочего названия и предварительных набросков. Я благодарю Керри Спаркс и Элизабет Фишер из литературного агентства Levine Greenberg Literary Agency за помощь, а также ответственность, которую они проявили. Мой редактор Лорин Хартинг одна из первых увидела оригинальность моих идей и помогла донести их до читателей. Я также благодарю многих квалифицированных и преданных своему делу сотрудников издательства Palgrave Macmillan, в том числе Алана Бредшоу, Лорен Двайер, Эндрю Вархола и Роберта Мелвила. Мне повезло, что Дэн Сметанка рассказал мне об основах издательского бизнеса и познакомил с Кристен Макгиннес, которая участвовала во всех этапах работы над книгой (от первоначального предложения до бесконечной правки), помогая структурировать текст и изложить его более понятным языком. Джон Ритт не только разработал великолепную обложку, но и продемонстрировал силу принципов брендинга, скрывавшихся под ней. Я выражаю искреннюю благодарность Анне Виллано, моим родителям Марии‑Луизе и Роберту, а также моим сестрам и брату, Вивани, Конни и Роберту.
Я должен выразить свою признательность специалистам в области когнитивистики и бихевиористики, блестящим врачам, ученым и преподавателям, обладающим гораздо более глубокими знаниями, чем я. Без них эта книга не могла быть написана. С некоторыми из них мне выпала честь встречаться, а с остальными я знаком по их работам. Это Антонио Дамасио, Джозеф Леду, В. С. Рамачандран, Ричард Докинз, Стивен Пинкер, Леда Космидес, Джон Туби, Дэниел Канеман, Дэн Ариэли, Тимоти Уилсон, Джеффри Миллер, Рид Монтегю, Крис Фрит, Мэтт Ридли, Дэвид Иглмен, Пол Зак, Роб Курцбан, Пол Экман, Эдвард О. Уилсон, Джакомо Риццолатти, Эрик Кэндел, Роберт Триверс, Джон‑Дилан Хайнс, Джордж Ловенстайн, Баба Шив, Дуглас Хофстадтер, Майкл Газзанига, Герд Гигеренцер, Гэд Саад, Дэниел Гоулмен, Роберд Чалдини, Марк Тернер, Луанн Бризендин, Наоми Эйзенбергер, Дэвид Басс, Михай Чиксентмихай, Робин Данбар, Пол Блум, Эндрю Ньюберг, Бьянка Уитмен, Эмрах Дузель, Нико Бунзек, Джон Медина, Аллен Макнейл, Томас Крук, Беатрис де Гелдер, Вольфрам Шульц, Грег Стивенс, Джошуа Браун, Барри Шварц, Эллен Лангер, Джефф Браун, Марк Фенске, Джордж Виамонтес, Бернард Бейтмен, Роберт Провайн, Витторио Галлезе, Дэниел Уолперт, Кристофер Чабрис, Дэниел Симонс, Дилан Эванс, Джон Сарно и многие другие…
Я благодарен Джорджу Каппасу и персоналу колледжа гипнотерапии HMI за знакомство с миром подсознания, а также за то, что они помогают людям улучшить свою жизнь. Мне также хотелось бы отметить новаторскую работу его отца, недавно умершего доктора Джона Каппаса, основателя гипнотерапии, еще полвека назад интуитивно познавшего скрытую работу мозга. Революционная работа доктора Милтона Эриксона также оказала огромное влияние на эту книгу, и я отдаю должное его вкладу в психиатрию (в частности, в гипнотерапию), открывшему более эффективные и быстрые пути к достижению психического и эмоционального равновесия.
Успешная рекламная или маркетинговая кампания невозможна без замечательных клиентов, и я хотел бы выразить благодарность своим прошлым и нынешним клиентам, особенно сотрудникам Volkswagen, с которыми я провел столько времени за последние несколько лет. Это Джонатан Браунинг, Тим Махони, Кевин Мейер, Джастин Осборн, Брайан Томас, Джефф Сайен, Стив Недер и Тим Эллис.
И последнее, но не менее важное. Я бесконечно благодарен моим многочисленным друзьям и коллегам из Deutsch LA. Мне приходилось работать в нескольких хороших рекламных агентствах, однако ни одно из них не было таким оригинальным, интеллектуальным и талантливым, как Deutsch. Принцип приема на работу людей «с большими мозгами, большим сердцем, толстой кожей и нестандартным мышлением» привел к появлению одной из самых творческих и оригинальных команд в рекламном бизнесе. Примите мою особую благодарность – Майк Шелдон, Эрик Хиршберг, Джеффри Блиш, Марк Хантер, Ким Джетти, Кайл Эквистопейс, Уинстон Бинч, Вик Палумбо, Чед Соул, Джефф Свит, Том Элс, Майкл Кэдин, Мэтт Йен, Эрик Спрингер, Моника Джангбек, Крис Картер, Наргис Пирани, Брайан Клермен, Стюарт Фостер, Бад Кадделл, Дэвид Повилл, Райан Маклохлин, Крейг Мелчиано и другие замечательные сотрудники нашего агентства, сделавшие его таким, какое оно сегодня.
Дополнительную информацию о бессознательном брендинге
вы найдете на сайте:
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[8]Там же.
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[28]Там же.
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[50]Эпоха плейстоце2на – эпоха четвертичного периода, начавшаяся 2,588 млн лет назад и закончившаяся 11,7 тыс. лет назад. – Прим. ред.
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[53]Там же. Р. 12.
[54]Там же. Р. 12.
[55]Серенгети – экосистема в Восточной Африке. – Прим. ред.
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[90]Там же.
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[93]Там же.
[94] Lindstrom. Buyology. New York: Crown Business, 2008.
[95] Eisenstadt Leah. Empathy on the Brain. URL: http://www.bu.edu/sjmag/scimag2005/features/mirrorneurons.htm (22.05.2012).
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[98]Paranormal Activity an Abnormal Success // The Associated Press. 2009. October 14. URL: http://www.cbsnews.com/stories/2009/10/14/entertainment/main5383879.shtml (24.05.2012).
[99] Tao Nelson. PunchDub Quantitative Study Results. Deutsch Data Strategy. // Reported, 2010. May 20. Surveys conducted 5/17–5/20, 2010.
[100]Sands Research Announces Results of Neuromarketing Study Ranking Effectiveness Of 2010 Super Bowl Commercials // Sands Research. 2010. February 24. URL: http://www.sandsresearch.com/PressRelease_SB2010.aspx [0] (24.05.2012).
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[104]Best of Digital Decade // The One Club. URL: http://www.oneclub.org/DigitalDecade/ (22.05.2012).
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[127]Там же. Р. 258.
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[147]Там же.
[148]Там же.
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[154]На русском языке книга выпущена издательством «ЭКСМО» в 2010 году. – Прим. ред.
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[158]Lehrer. How We Decide. Р. 14–15.
[159]Там же.
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[168]Там же.
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[175]Там же. Р. 48.
[176]Там же. Р. 47.
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[185]Там же.
[186]Там же.
[187] Lehrer. How We Decide. Р. 35.
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[190]Email from Brian Thomas. General Manager, Volkswagen. Herndon, Virginia, 2012. May 24.
[191] Lehrer. How We Decide. Р. 36–39, 54.
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[194]Ethernet – это наиболее распространенная технология организации локальных сетей. – Прим. ред.
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[216]Там же. Р. 208.
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[218]Там же.
[219] DeAngelis Tori. The Two Faces of Oxytocin. 2008. February. URL: http://www.apa.org/monitor/feb08/oxytocin.aspx (25.05.2012).
[220]Reuters. Breast‑feeding triggers pulses of feel‑good hormone. 2008. July 17. URL: http://www.reuters.com/article/idUSN1746293720080718 (25.05.2012).
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[222] Cosmides Leda, Tooby John. Stone Age Minds. 2010. August 5. URL: http://www.youtube.com/watch?v=nNW_B8EwgH4 (25.05.2012).
[223]Там же.
[224]Penenberg. Social Networking Affects Brains Like Falling in Love.
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[243] Brooks David. The Social Animal. New York: Random House, 2011. Р. 08.
[244] Goleman. Social Intelligence. Р. 70–71.
[245] Brooks David. The Social Animal. Р. xv.
[246] Schuman Ken. Michaelangelo’s Hidden Message. URL: http://michelangelomethod.com/articles/michelangelo_hidden_message.html (23.05.2012).
[247]Там же.
[248] Chiang Oliver. Call of Duty: Black Ops Claims «Biggest Entertainment Launch in History», 2010. November 11. URL: http://www.forbes.com/sites/oliverchiang/2010/11/11/call‑of‑duty‑black‑ops‑claims‑biggest‑entertainment‑launch‑in‑history/ (08.07.2012).
[249]Хэштег – слово или короткая фраза, которой предшествует символ, дающий возможность последующей группировки. – Прим. ред.
[250]Best Media Info Bureau‑Delhi. Nike launches «Find your greatness» campaign. 2012. July 30. URL: http://www.bestmediainfo.com/2012/07/nike‑launches‑find‑your‑greatness‑campaign/ (01.08.2012).abzac Russell Mallory. Nike Ambushes Adidas on World Stage… Again. AdAgeDIGITAL. 2012. July 31. http://adage.com/article/the‑viral‑video‑chart/nike‑ambushes‑adidas‑world‑stage/236400/ (18.08.2012).
[251] Goleman. Social Intelligence. Р. 357–358.
[252]Grand EFFIE Goes to Dove’s «Real Beauty // Marketing Vox, 2006. June 8. URL: http://www.marketingvox.com/grand_effie_goes_to_doves_real_beauty‑021934/ (25.05.2012).
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[256] Whitfield John. Copycat Waitresses Get Bigger Tips, 2003. July 4. www.bioedonline.org/news/news.cfm?art=401 (25.05.2012).
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[258] Stanchak Jesse. What Does the Decline of Peer Trust Mean for Social Marketing? 2010. February 8. URL: http://smart blogs.com/socialmedia/2010/02/08/what‑does‑the‑decline‑of‑peer‑trust‑mean‑for‑social‑marketing/ (25.05.2012).
[259] Bush Michael. In Age of Friending, Consumers Trust Their Friends Less, 2010. February 8. URL: http://adage.com/article/news/social‑media‑consumers‑trust‑friends/141972/ (25.05.2012).
[260] Ferenstein Greg. The Science of Building Trust with Social Media. 2010. February 24. URL: http://mashable.com/2010/02/24/social‑media‑trust/ (25.05.2012).
[261]Фолловер (читатель, последователь, подписчик) – на твиттер‑сленге этим словом называют пользователя, который подписался на обновления аккаунта в «Твиттере». – Прим. ред.
[262] Cashmore. Pete. Southwest Tweets, Blogs Apology to Kevin Smith. 2010. February 14. URL: http://mashable.com/2010/02/14/southwest‑kevin‑smith/ (25.05.2012).
[263] Ferenstein. The Science of Building Trust with Social Media.
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[265]Груминг – это активное поведение животных, направленное на очистку поверхности тела. – Прим. ред.
[266] Gorman James. Scientists Hint at Why Laughter Feels So Good, 2011. September 13. URL: http://www.nytimes.com/2011/09/14/science/14laughter.html (25.05.2012).
[267] Solliday‑McRoy Cindy. Laughter Is the Best Emotional Medicine, 2011. April 26. URL: http://www.livestrong.com/article/12141‑laughter‑best‑emotional‑medicine/ (25.05.2012).
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[271] Gelfand Alexander. Long‑Promised, Voice Commands Are Finally Going Mainstream, 2008. June 4. URL: http://www.wired.com/software/coolapps/news/2008/06/speech_tech (25.05.2012).
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[273] Spigel Alix. When the «trust hormone» is out of balance, 2010. July 17. URL: http://www.npr.org/templates/story/story.php?storyId=126141922 (25.05.2012).
[274] Dolley Roger. The Relaxation Effect, 2011. August 8. URL: http://www.neurosciencemarketing.com/blog/articles/whats‑better‑than‑an‑excited‑customer.htm (25.05.2012).
[275]Editor. Increase Sales with Color, Sound, Taste, Smell and Touch, 2001. March 8. URL: http://www.marketingprofs.com/webnews/2/news3–8–01.asp (25.05.2012).
[276]Там же.
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