Overview

What do a street magician and a top ad agency have in common? More than you think. In this eye-opening book, Marina De Giobbi reveals the hidden connections between the world of magic and the world of marketing. Drawing from her childhood behind the curtain of magic shows - where her parents performed as illusionists - and her career in behavioral marketing, she takes you on a journey through psychological tricks, cognitive biases, and persuasive techniques that guide your decisions every day... without you even realizing it. With vivid stories, real-world advertising examples, and famous magic tricks deconstructed, you'll discover: How your brain fills in gaps and creates illusions of choice Why some ads feel irresistible - and how they're engineered to be The power of framing, anchoring, and the illusion of free will Mental shortcuts marketers exploit to nudge your behavior How to protect yourself from manipulation (and use these tools ethically in your own work) Whether you're a marketer, a creative, a curious mind, or simply someone who wants to understand how decisions are shaped in the modern world, this book will forever change the way you see advertisements - and reality itself.

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