Call Boomerang Books 1300 36 33 32

Description - Persuasion in Advertising by John O'Shaughnessy

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 to adopt and illustrating the theories at work. Offering not only a conceptual and theoretical grounding in persuasive techniques, Persuasion in Advertising also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh and accessible text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.

Buy Persuasion in Advertising by John O'Shaughnessy from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780415322249
ISBN-10: 0415322243
Format: Paperback
(234mm x 156mm x 13mm)
Pages: 232
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 20-Nov-2003
Country of Publication: United Kingdom

Other Editions - Persuasion in Advertising by John O'Shaughnessy

Book Reviews - Persuasion in Advertising by John O'Shaughnessy

» Have you read this book? We'd like to know what you think about it - write a review about Persuasion in Advertising book by John O'Shaughnessy and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a Boomerang Books Account Holder - it's free to sign up and there are great benefits!)

Write Review


Author Biography - John O'Shaughnessy

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.

Books By John O'Shaughnessy

Business Organization by John O'Shaughnessy
Paperback, January 2016
$62.99
Patterns of Business Organization by John O'Shaughnessy
Paperback, January 2016
$62.99
Competitive Marketing by John O'Shaughnessy
Paperback, November 2015
$62.99
Competitive Marketing (RLE Marketing) by John O'Shaughnessy
Hardback, August 2014
$406.80