John O'Shaugnessy: Persuasion in Advertising

Cover: 9780415322249 | Persuasion in Advertising | John O'Shaugnessy (u. a.) | Taschenbuch

Rückseite: 9780415322249 | Persuasion in Advertising | John O'Shaugnessy (u. a.) | Taschenbuch

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

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.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2003
Fachbereich:	Einzelne Wirtschaftszweige
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
ISBN-13:	9780415322249
ISBN-10:	0415322243
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	O'Shaugnessy, John O'Shaughnessy, Nicholas
Hersteller:	Taylor & Francis Ltd (Sales)
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	233 x 156 x 14 mm
Von/Mit:	John O'Shaugnessy (u. a.)
Erscheinungsdatum:	20.11.2003
Gewicht:	0,402 kg