Persuasion in Advertising

John O'Shaughnessy, Nicholas Jackson O'Shaughnessy

220 pages, parution le 05/05/2004

Ajouter à une liste

Indisponible

Résumé

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, Persuasion in Advertising also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion.

L'auteur - John O'Shaughnessy

John O'Shaughnessy is Professor Emeritus of Business at Columbia University and Senior Associate of the Judge Institute of Management Studies at the University of Cambridge. He is the author of 12 books on business.

L'auteur - Nicholas Jackson O'Shaughnessy

Nicholas Jackson O'Shaughnessy is Professor of Marketing and Communication at the University of Keele. He has published in many European marketing journals and is the author of two books on marketing.

Sommaire

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

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Routledge
Auteur(s)	John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Parution	05/05/2004
Nb. de pages	220
Format	15,5 x 23,5
Couverture	Broché
Poids	395g
Intérieur	Noir et Blanc
EAN13	9780415322249
ISBN13	978-0-415-32224-9