Persuasion in Advertising 1st Edition by John O’Shaugnessy 9781134354092 1134354096

Persuasion in Advertising 1st Edition by John O’Shaugnessy  – Ebook PDF Instant Download/Delivery:9781134354092, 1134354096
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Product details:

ISBN 10: 1134354096
ISBN 13: 9781134354092 
Author: John O’Shaugnessy

Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers

Persuasion in Advertising 1st Table of contents:

Chapter 1: What Facilitates Persuasion and What Inhibits It?
Introduction
Persuasion and Influence
The Task of Persuasion
No Certainties in Social Science
Key Assertions

Chapter 2: Rationality, Symbolism and Emotion in Persuasion
The Rational Versus the Emotional
The Pervasiveness of Emotion in Persuasion
Every Ad Can Be Given a Persuasive Twist
Definition
The Need for Both the Rational and the Emotional
Communication, Symbolism and Meaning
A Return to Perspectives and Persuasion
Quantitative and Qualitative Approaches to Persuasion
Case Study: Stella Artois
Key Assertions

Chapter 3: Persuasive Advertising Appeals, 1
Associations, Symbols, Brand Image, Brand Choice
Associations Tied to the Social Norms, Values or Valued Images of the Target Audience
Associations Tied to a Feeling of Solidarity with Others
Associations Tied to Status and Prestige
Case Study: The Oxo Family
Case Study: Mecca Cola
Key Assertions

Chapter 4: Persuasive Advertising Appeals, 2
Reversal Theory
Association with Positive or Negative Reinforcements (Behaviourism/Conditioning)
Conclusion
Case Study: Death Cigarettes
Key Assertions

Chapter 5: Persuasive Advertising Appeals, 3: Cognitive Approaches
Cognitive Psychology
Case Study: Renault Clio
Case Study: Gold Blend
Key Assertions

Chapter 6: Persuasive Advertising Appeals, 4
The Psychoanalytic Approach
Zaltman Metaphor Elicitation Technique (ZMET): Motivation Research Updated (?)
The Adaptive Unconscious and Persuasion
Is There Free Will?
The Importance of Considering the Conscious
Key Assertions

Notes

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John O’Shaugnessy,Persuasion,Advertising