Persuasion in Advertising: 100 must-read books in life
Persuasion in Advertising: 100 must-read books in life

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Persuasion in AdvertisingContents567891011123111List of case studiesvii4List of advertisement examplesviii5Prefaceix6Acknowledgementsxi7891What facilitates persuasion and what inhibits it?12011112Rationality, symbolism and emotion in persuasion25233Persuasive advertising appeals, 15545Association with social norms, values and valued images 646Solidarity with others 807Status and prestige 83894Persuasive advertising appeals, 293301111Associations tied to the mental modes of seeking excitement 2and experiencing relaxation (reversal theory) 933Associations tied to positive or negative reinforcements 4(behaviourism/conditioning) 99565Persuasive advertising appeals, 3: cognitive approaches12178Hierarchy of effects models 1239The elaboration likelihood model 12640111The persuasive communication approach 1301Consistency theory 1502111vCONTENTS6Persuasive advertising appeals, 4165Psychoanalytic psychology 166Zaltman Metaphor Elicitation Technique (ZMET) 171Psychology of the adaptive unconscious 173Notes197Index209vi1111234Case studies567891011123111Stella Artois484The Oxo Family8656Mecca Cola887Death Cigarettes11489Renault Clio15520111Gold Blend160123456789301111234567894011112111viiAdvertisement examples1.1Getting attention: Oliver Sweeney21.2Managing our perspectives: McDonald’s222.1Symbolizing the brand: Silk Cut262.2Rational argum

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  • Released: October 12, 2020
  • Author: Randy Porter
  • Rating: 5
  • Publisher: Ebook Store Group
  • Total Page: 209 pages
  • File Size: 4505 KB
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