"Captivology" is what makes advertising work, capturing attention. The book focuses on the psychology of distraction. We, including advertisers, live in a world drowning with things calling our attention: blog post, Tweets, videos, podcasts, cute cat photos, etc. All of this distraction leaves us less likely to pay attention to advertising and raises the bar for what will capture someone's attention. Instead of using complicated analysis and reports, the book opts for a simpler, more common-sense approach: Use what always works, the brain. To reach that brain, use the same attention-grabbing stuff, you would use to get the attention of your 4-year old.