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.
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.
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.
Inhaltsangabe
1. What Facilitates, and What Makes Persuasion Difficult? 2. Rationality, Symbolism, and Emotion in Persuasion 3. Persuasive Advertising Appeals: Association with Social Norms, Values and Valued Images; Solidarity with Others; Status and Prestige 4. Persuasive Advertising Appeals: Associations tied to the mental modes of Seeking Excitement and Experiencing Relaxation (Reversal Theory), and Associations tied to Positive and Negative Reinforcements (Behaviorism/conditioning) 5. Persuasive Advertising Appeals: Cognitive Approaches: Hierarchy of Effects Models; the Elaboration Likelihood Model; the Persuasive Communication Approach; Consistency Theory 6. Persuasive Advertising Appeals: Psychoanalytic Psychology; Zaltman Metaphor Elicitation Technique (ZMET); Psychology of the Adaptive Unconscious
1. What Facilitates, and What Makes Persuasion Difficult? 2. Rationality, Symbolism, and Emotion in Persuasion 3. Persuasive Advertising Appeals: Association with Social Norms, Values and Valued Images; Solidarity with Others; Status and Prestige 4. Persuasive Advertising Appeals: Associations tied to the mental modes of Seeking Excitement and Experiencing Relaxation (Reversal Theory), and Associations tied to Positive and Negative Reinforcements (Behaviorism/conditioning) 5. Persuasive Advertising Appeals: Cognitive Approaches: Hierarchy of Effects Models; the Elaboration Likelihood Model; the Persuasive Communication Approach; Consistency Theory 6. Persuasive Advertising Appeals: Psychoanalytic Psychology; Zaltman Metaphor Elicitation Technique (ZMET); Psychology of the Adaptive Unconscious
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