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Document Type:BL
Record Number:103094
Doc. No:b60537
Main Entry:O'Shaughnessy, John.
Title & Author:Persuasion in advertisingJohn O'Shaughnessy and Nicholas Jackson O'Shaughnessy.
Edition Statement:1st ed.
Publication Statement:London ;New York :Routledge,2004.
Page. NO:xi, 220 p. :ill. ;24 cm.
ISBN:0203299981 (electronic bk.)
Bibliographies/Indexes:Includes bibliographical references (p. 197-208) and index.
Contents: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.
Subject:Advertising-- Psychological aspects.
Subject:Persuasion (Psychology)
Dewey Classification:‭659.1/01/9‬
LC Classification:‭HF5822‬‭.O84 2004eb‬
Added Entry:O'Shaughnessy, Nicholas J.,1954-
Added Entry:NetLibrary, Inc.