Persuasion in Advertising

John O'Shaugnessy

ISBN 10: 0415322235 / ISBN 13: 9780415322232

Published by Routledge, 2003

About this Item

nach der Bestellung gedruckt Neuware - Printed after ordering - A practical and in-depth guide to the art of advertising persuasion, this book draws on research, concepts and case examples from the US and Europe to explain advertising theories and set out strategies for adoption.

Seller Inventory # 9780415322232

Bibliographic Details

• Title: Persuasion in Advertising
• Publisher: Routledge
• Publication Date: 2003
• Language: English
• ISBN 10: 0415322235
• ISBN 13: 9780415322232
• Binding: Buch
• Condition: Neu
• Dimensions: 240W x 161H x 17D millimeters 240 millimeters width by 161 millimeters height by 17 millimeters depth
• Weight: 520 grams

About this title

Synopsis

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 format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion.

To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.

About the Author

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.

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.