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Persuasion in advertising

Author: O'Shaughnessy, John ; O'Shaughnessy, Nicholas JacksonPublisher: Routledge 2004.Language: EnglishDescription: 220 p. ; 24 cm.ISBN: 0415322243Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5822 .O74 2004
(Browse shelf)
001177074
Available 001177074
Total holds: 0

Includes bibliographical references and index

Digitized

Persuasion in Advertising Contents List of case studies List of advertisement examples Preface Acknowledgements vii viii ix xi 1 What facilitates persuasion and what inhibits it? 2 Rationality, symbolism and emotion in persuasion 3 Persuasive advertising appeals, 1 Association with social norms, values and valued images 64 Solidarity with others 80 Status and prestige 83 1 25 55 4 Persuasive advertising appeals, 2 Associations tied to the mental modes of seeking excitement and experiencing relaxation (reversal theory) 93 Associations tied to positive or negative reinforcements (behaviourism/conditioning) 99 93 5 Persuasive advertising appeals, 3: cognitive approaches Hierarchy of effects models 123 The elaboration likelihood model 126 The persuasive communication approach 130 Consistency theory 150 121 CONTENTS 6 Persuasive advertising appeals, 4 Psychoanalytic psychology 166 Zaltman Metaphor Elicitation Technique (ZMET) 171 Psychology of the adaptive unconscious 173 165 Notes Index 197 209

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