Subjects

This book provides a thorough understanding of the communicative and cultural dynamics of the top social media platform of the moment, thanks to the contribution of a group of scholars combining media studies, sociology, semiotics and linguistics.

Complementing the reader-friendly theoretical framework is an interdisciplinary outlook that includes a series of thematic case studies: audiovisual formats and genres, sound and music, fashion and characters, language and slang, sexuality and modes of self-representation.

The book is intended for the broader audience of people inside and outside universities who want to go beyond the inner workings of TikTok and understand its role as a sweeping socio-cultural phenomenon involving communication and marketing professionals, communication scholars and students of communication courses, creatives and content creators. It is also ideal for anyone looking for tools to fathom what is not just the “viral phenomenon of the week” or the “latest hot app”, but one of the most powerful forces in contemporary communication.

The book focuses on neuroselling as a new approach – based on a better understanding of the brain – to sales techniques.

This is the first scientifically sound book about the latest findings on the relationship between brain function and sales techniques.

It is designed to provide the business community with a basic understanding of the human brain and the latest findings on persuasive processes, particularly those based on the brain’s unconscious response mechanisms. For this reason, after a brief presentation of how the brain works and what its secrets are, the authors delve deeper into the processes underlying unconscious decisions, emotions and perceptions, sourcing from the latest neuroscientific research.

The outcome is a scientific and practical handbook, accessible even to beginners; it is a useful application tool for companies and individual professionals working in a topical relational context such as the business world.

This is a guide on how to apply neuroscience to the world of food and beverage – from catering to delivery – so that consumers can get the products they want in their shopping cart and on their tables.

The outcome of the author’s many years of experience, the book lays out several case studies that can help us understand new consumer behaviours, focussing on catering activities ranging from individual points of sale to delivery, as well as brands sold by large-scale retailers.

This practical handbook features the latest scientific research on the whole world of food and wine, providing answers and suggesting effective communication strategies for brands aiming to get into consumers’ shopping carts, for restaurateurs who want to put their guests at ease, and for anyone working in the delivery field and aiming to create a relationship with customers and stand out from the masses.