Summary of About Face

The Secrets of Emotionally Effective Advertising

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About Face book summary
Your message must make an emotional connection with your consumer, or you won’t make a sale. Find out how.


7 Overall

7 Applicability

8 Innovation

7 Style


The advertising industry is making a transition from creating ads that are “on-message” to producing messages that are “on-emotion.” An emotional connection generates sales, in part because the consumer’s overall brand experience carries more weight than a company’s slick marketing message. Author Dan Hill – an expert in “facial coding” – has gleaned 10 essential rules for producing advertising that resonates with consumers. Hill brings new insights, providing marketers with a better understanding of what they must do to evoke emotional responses. getAbstract recommends this text to marketers and salespeople and to those intrigued by the facial analysis used in the TV series Lie to Me.

In this summary, you will learn

  • Why your marketing must be “on-emotion,”
  • What lessons the research science of facial coding has for advertising and
  • How to produce emotionally powerful advertising by following 10 rules.


Make an Emotional Connection
A television commercial begins with several beautiful women in colorful dresses swaying to an upbeat rhythm. At first glance, you might think that this commercial for a diet drink is right on point. Research proved it was not. When middle-aged women watched...
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About the Author

Dan Hill is author of the bestseller Emotionomics about facial coding analysis. He founded the research consultancy Sensory Logic, and he is an expert on facial coding and the role of emotions in marketing.

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