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" Persuasion in advertising "
John O'Shaughnessy and Nicholas Jackson O'Shaughnessy.
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BL
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| Record Number
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103094
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| Doc. No
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b60537
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| Main Entry
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O'Shaughnessy, John.
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| Title & Author
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Persuasion in advertising\ John O'Shaughnessy and Nicholas Jackson O'Shaughnessy.
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| Edition Statement
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1st ed.
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| Publication Statement
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London ;New York :: Routledge,, 2004.
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| Page. NO
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xi, 220 p. :: ill. ;; 24 cm.
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| ISBN
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0203299981 (electronic bk.)
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| Bibliographies/Indexes
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Includes bibliographical references (p. 197-208) and index.
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| Contents
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What Facilitates, and What Makes Persuasion Difficult? -- Rationality, Symbolism, and Emotion in Persuasion -- Association with Social Norms, Values and Valued Images -- Solidarity with Others -- Status and Prestige -- Associations tied to the mental modes of Seeking Excitement and Experiencing Relaxation (Reversal Theory) -- and Associations tied to Positive and Negative Reinforcements (Behaviorism/conditioning) -- Hierarchy of Effects Models -- the Elaboration Likelihood Model -- the Persuasive Communication Approach -- Consistency Theory -- Psychoanalytic Psychology -- Zaltman Metaphor Elicitation Technique (ZMET) -- Psychology of the Adaptive Unconscious.
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| Subject
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Advertising-- Psychological aspects.
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Persuasion (Psychology)
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| Dewey Classification
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659.1/01/9
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| LC Classification
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HF5822.O84 2004eb
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| Added Entry
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O'Shaughnessy, Nicholas J.,1954-
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NetLibrary, Inc.
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