The Persuasion Industries - The Making of Modern Britain (Hardcover)

At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression. For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong. The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises. Together these changes led to the emergence of an alternative emotional model of brand communication. A simple idea that proved so compelling it changed the world we live in.

General

Imprint:	Oxford UniversityPress
Country of origin:	United Kingdom
Release date:	August 2018
Authors:	Steven Mckevitt (Visiting Professor in Brand Communication)
Dimensions:	241 x 163 x 24mm (L x W x T)
Format:	Hardcover
Pages:	304
ISBN-13:	978-0-19-882170-0
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Economics > General Books > Humanities > History > History of specific subjects > Industrial history Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Advertising industry Books > Humanities > History > World history > From 1900 > General Books > History > History of specific subjects > Industrial history Books > History > World history > From 1900 > General
LSN:	0-19-882170-0
Barcode:	9780198821700

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