03254nam 2200781Ia 450 991096827560332120251116164919.01-134-35409-61-134-35410-X0-429-23008-70-415-32224-30-203-29998-11-280-06210-X10.4324/9780203299982(CKB)3240000000001550(EBL)200480(OCoLC)61516372(SSID)ssj0000305838(PQKBManifestationID)11247064(PQKBTitleCode)TC0000305838(PQKBWorkID)10294198(PQKB)10349661(SSID)ssj0000447118(PQKBManifestationID)11310132(PQKBTitleCode)TC0000447118(PQKBWorkID)10505065(PQKB)10653715(MiAaPQ)EBC200480(MiAaPQ)EBC5292579(Au-PeEL)EBL200480(CaPaEBR)ebr10101238(CaONFJC)MIL813619(OCoLC)1000435763(Au-PeEL)EBL5292579(CaONFJC)MIL6210(OCoLC)824554837(EXLCZ)99324000000000155020030520d2004 uy 0engur|n|---|||||txtccrPersuasion in advertising /John O'Shaughnessy and Nicholas Jackson O'Shaughnessy1st ed.London ;New York Routledge20041 online resource (233 p.)Description based upon print version of record.0-203-35020-0 0-415-32223-5 Includes bibliographical references (p. 197-208) and index.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; IndexEffective 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 fAdvertisingPsychological aspectsPersuasion (Psychology)AdvertisingPsychological aspects.Persuasion (Psychology)659.1/01/905.31bclO'Shaughnessy John1927-106509O'Shaughnessy Nicholas J.1954-621449MiAaPQMiAaPQMiAaPQBOOK9910968275603321Persuasion in advertising4494736UNINA