Persuasion in Advertising

by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy, John O'Shaugnessy, et al.

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0415322243
• ISBN13: 9780415322249
• Release Date: November 2003
• Publisher: Routledge
• Length: 232 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.4" x 6.3" x 9.2"