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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.
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