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How is it possible to manipulate a buyer into purchasing a book without…
How is it possible to manipulate a buyer into purchasing a book without him knowing its content beforehand? Structure and chapters
Chapter 1: What psychological manipulation features are used on book covers ?
C. Elaboration of an eye catching book cover
Advice of a senior marketing manager
summary of the different points discussed
Recommendations from a director of Service Author of a publishing house
D. Choice of the title
Tips for choosing a good title
“First, I brainstorm for titles (what is the main idea of the book, what is it that will attract readers e.g., a new adult book often has very romantic titles like ‘what if I drown’ or ‘Save Me’) and then I search on Amazon to check if the title has already been used.” Michaela Grünig
B. Font. Psychology
‘Reading is a virtually unfathomable interplay between the eyes and the brain. Within fractions of seconds, letters, words, and pieces of sentences are recognised, connections are found, a conclusion drawn.’ (Middendorp, 2011, p.14)
Classification of typology of reading modes by Hans Peter Willberg
Serif and non Serif fonts characteristics and use
A. Colour attraction Psychology
Charles Sander Pierce's addition to the semiotic theory
Ferdinand de Saussure's semiotic theory
"The more we work with colour and seek to understand its profound and transformative qualities, the greater the benefit “(p.x iii, McLeod, 2016)
The colors characteristics accepted in the collective subconscious
E. Eyes mouvement
“out of all my covers the historic one has attracted the most readers. In my view, that is because the cover is designed almost like a painting and appeals to readers of this genre. It has a hopeful, energetic heroine that comes across. The colours are nice and warm and even the font seems from a former time…”
Recapitulation of all the points discussed
different techniques for using eye movement to advantage
Conclusiuon of the Chapters 1 with answer to the question
Recapitulation of the Chapter
Chapter 2: To what extent can marketing be used in the book cover business in order to manipulate its consumers ?
B. The trends in the book cover industry
Different trends in book cover industry
What are the reasons why some books are republished
C. The target audience and genres in the book cover sector
Classification of genres with their average length and what their covers often look like
The problems of similarities that occur in the context of book covers
“All covers depend on the genre you write in… You can study the other covers of the same genre on Amazon and come up with ideas to make your book look similar but nevertheless stick out of the sea of the other books.” Michaela Grünig
“Make it represent the book well – so if it’s a horror book, you need some horror elements on the cover.” Mark Gartside
“If you follow the ‘syntax’ of book covers you’ll see that they are aimed at people of a specific age and gender.” Matthew Wake
A. The book environment and store placement
The four steps causal chain that demonstrates how the spatial climate resulting a consumer into shopping a product
“I think it is important to match the atmosphere of a bookshop to the target audience, and not the other way around, in order to maximise sales, this has to be balanced against the kinds of books we want to sell.” Matthew Wake
Possible ways to attract his category of customer to enter his bookshop
How books are arranged in a bookshop
Introduction and definition of the atmosphere of the bookshop
“The best place to display a book is with the cover facing out in the customer’s line of sight. In large chain bookshops in the UK and US publishers will pay to have their books presented in this way. Customers naturally gravitate towards these books.” Matthew Wake
Conclusion of Chapter 2 and answer to the question
Recapitulation of the Chapter
Chapter 3: What do known agents bring to the book industry?
A.The Chipp Kidd approach
B. The polemics in the book cover industry
The polemic with the Swiss Deputy Jacqueline de Quattro and Fabien Dunand
The counterpoint with the image of the woman on book covers
Conclusion of Chapters 2 and answer to the question
Link with Chipp Kidd and polemics
Chapter 4: To which degree is the thesis applicable in real life ?
A. The analysis of "The Thursday Murder Club" Book cover
Background of the book and presentation of the author
Color psychology
place of the book's title and its font
The blurbs on the cover
Mysterious Fox on the cover
The kind of places where the book is displayed
B. Survey on my Surrounding
Analyse of the answer
The Conclusion
reminder of all chapter questions asked during the project and response to the initial issue
The Introduction
Presentation of the problematic
Setting the context of the problem
Explanation of how I will investigate the problem
presentation of the different interviewees whose answers I have included in my project
Explanation of the purpose of my project