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Record Nr. |
UNINA9910827080703321 |
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Autore |
O'Shaughnessy John <1927-2023, > |
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Titolo |
Persuasion in advertising / / John O'Shaughnessy and Nicholas Jackson O'Shaughnessy |
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Pubbl/distr/stampa |
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London ; ; New York : , : Routledge, , 2004 |
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ISBN |
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1-134-35409-6 |
1-134-35410-X |
0-429-23008-7 |
0-415-32224-3 |
0-203-29998-1 |
1-280-06210-X |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (233 p.) |
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Classificazione |
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Altri autori (Persone) |
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O'ShaughnessyNicholas J. <1954-> |
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Disciplina |
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Soggetti |
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Advertising - Psychological aspects |
Persuasion (Psychology) |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references (p. 197-208) and index. |
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Nota di contenuto |
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Book Cover; Title; Contents; case studies; advertisement examples; Preface; Acknowledgements; What facilitates persuasion and what inhibits it?; Rationality, symbolism and emotion in persuasion; Persuasive advertising appeals, 1; Persuasive advertising appeals, 2; Persuasive advertising appeals, 3: cognitive approaches; Persuasive advertising appeals, 4; Notes; Index |
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Sommario/riassunto |
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Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work.Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook f |
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