Persuasion in Advertising (Hardcover)

Contents:
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

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	November 2003
First published:	2004
Authors:	John O'Shaugnessy • Nicholas O'Shaughnessy
Dimensions:	234 x 156 x 17mm (L x W x T)
Format:	Hardcover
Pages:	232
ISBN-13:	978-0-415-32223-2
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Social sciences > Education > Teaching skills & techniques Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-415-32223-5
Barcode:	9780415322232

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