000			02737cam a22003858a 4500
005			20211103124419.0
008			031222s2003 nyu b 001 0 eng
010			_a 2003011531
011			_aBIB MATCHES WORLDCAT
020			_a0415322235 (hardback)
020			_a0415322243 (pbk.)
035			_a(ATU)b10926173
035			_a(DLC) 2003011531
035			_a(OCoLC)270261559
040			_aDLC
042			_apcc
050	0	0	_aHF5822 _b.O84 2003
082	0	0	_a659.1019 _221
100	1		_aO'Shaughnessy, John.
245	1	0	_aPersuasion in advertising / _cJohn O'Shaughnessy and Nicholas Jackson O'Shaughnessy.
250			_a1st ed.
263			_a0311
264		1	_aNew York : _bRoutledge, _c2003.
300			_ap. cm.
504			_aIncludes bibliographical references and index.
505	0	0	_g1. _tWhat facilitates persuasion and what inhibits it? -- _g2. _tRationality, symbolism and emotion in persuasion -- _g3. _tPersuasive advertising appeals, 1 -- _g4. _tPersuasive advertising appeals, 2 -- _g5. _tPersuasive advertising appeals, 3: cognitive approaches -- _g6. _tPersuasive advertising appeals, 4.
520	1		_a"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.
650		0	_aAdvertising _xPsychological aspects _9371999
650		0	_aPersuasion (Psychology) _9322125
700	1		_aO'Shaughnessy, Nicholas J., _d1954- _9392616
907			_a.b10926173 _b26-11-20 _c27-10-15
998			_a(2)b _a(2)c _b20-03-18 _cm _da _feng _gnyu _h0
945			_a659.1019 OSH _g1 _iA291093B _j0 _lcmain _n27/3/17 DA Main collection item has the z item code 2 to stop this being requested by BONUS+ patrons _oz _p$0.00 _q- _r- _s- _t0 _u31 _v8 _w1 _x2 _y.i12121873 _z29-10-15
942			_cB
999			_c1153430 _d1153430