Persuasion in advertising / John O'Shaughnessy and Nicholas Jackson O'Shaughnessy.

Includes bibliographical references and index.

1. What facilitates persuasion and what inhibits it? -- 2. Rationality, symbolism and emotion in persuasion -- 3. Persuasive advertising appeals, 1 -- 4. Persuasive advertising appeals, 2 -- 5. Persuasive advertising appeals, 3: cognitive approaches -- 6. Persuasive advertising appeals, 4.

"Effective advertising is, almost always, persuasive advertising. While not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out strategies for advertisers to adopt and illustrating the theories at work." "Offering not only 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 book includes 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, McDonald's, Omega and Silk Cut." "This book is essential reading for all marketing students and academics."--BOOK JACKET.