Persuasion in advertising:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2004
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| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | XI, 220 S. Ill. |
| ISBN: | 0415322243 0415322235 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of case studies vii
List of advertisement examples viii
Preface ix
Acknowledgements xi
1 What facilitates persuasion and what inhibits it? 1
2 Rationality, symbolism and emotion in persuasion 25
3 Persuasive advertising appeals, 1 55
Association with social norms, values and valued images 64
Solidarity with others 80
Status and prestige 83
4 Persuasive advertising appeals, 2 93
Associations tied to the mental modes of seeking excitement
and experiencing relaxation (reversal theory) 93
Associations tied to positive or negative reinforcements
(behaviourism/conditioning) 99
5 Persuasive advertising appeals, 3: cognitive approaches 121
Hierarchy of effects models 123
The elaboration likelihood model 126
The persuasive communication approach 130
Consistency theory 150
6 Persuasive advertising appeals, 4 165
Psychoanalytic psychology 166
Zaltman Metaphor Elicitation Technique (ZMET) 171
Psychology of the adaptive unconscious 173
Notes 197
Index 209
Case studies
Stella Artois 48
The Oxo Family 86
Mecca Cola 88
Death Cigarettes 114
Renault Clio 155
Gold Blend 160
Advertisement examples
1.1 Getting attention: Oliver Sweeney 2
1.2 Managing our perspectives: McDonald s 22
2.1 Symbolizing the brand: Silk Cut 26
2.2 Rational argument: Pilkington Glass 46-7
3.1 The call to solidarity: Bombardier 56
3.2 Celebrity sophistication: Omega 84
3.3 Nostalgia: Panerai 85
4.1 Excitement - the paratelic mode: Oliver Sweeney 94
5.1 Creating metaphor: Ford Focus 122-3
5.2 Reconciling cognitive dissonance: BMW 154-5
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| any_adam_object | 1 |
| author | O'Shaughnessy, John |
| author_GND | (DE-588)17058500X |
| author_facet | O'Shaughnessy, John |
| author_role | aut |
| author_sort | O'Shaughnessy, John |
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| building | Verbundindex |
| bvnumber | BV026434110 |
| ctrlnum | (OCoLC)845593371 (DE-599)BVBBV026434110 |
| dewey-full | 659.1019 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1019 |
| dewey-search | 659.1019 |
| dewey-sort | 3659.1019 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV026434110 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T23:12:31Z |
| institution | BVB |
| isbn | 0415322243 0415322235 |
| language | English |
| lccn | 2003011531 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022005738 |
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| physical | XI, 220 S. Ill. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Routledge |
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| spelling | O'Shaughnessy, John Verfasser aut Persuasion in advertising John O'Shaughnessy and Nicholas Jackson O'Shaughnessy 1. ed. London [u.a.] Routledge 2004 XI, 220 S. Ill. txt rdacontent n rdamedia nc rdacarrier Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Beeinflussung (DE-588)4005203-5 gnd rswk-swf Beeinflussung (DE-588)4005203-5 s Werbepsychologie (DE-588)4140889-5 s DE-188 O'Shaughnessy, Nicholas Jackson 1954- Sonstige (DE-588)17058500X oth http://www.loc.gov/catdir/toc/ecip044/2003011531.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022005738&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | O'Shaughnessy, John Persuasion in advertising Werbepsychologie (DE-588)4140889-5 gnd Beeinflussung (DE-588)4005203-5 gnd |
| subject_GND | (DE-588)4140889-5 (DE-588)4005203-5 |
| title | Persuasion in advertising |
| title_auth | Persuasion in advertising |
| title_exact_search | Persuasion in advertising |
| title_full | Persuasion in advertising John O'Shaughnessy and Nicholas Jackson O'Shaughnessy |
| title_fullStr | Persuasion in advertising John O'Shaughnessy and Nicholas Jackson O'Shaughnessy |
| title_full_unstemmed | Persuasion in advertising John O'Shaughnessy and Nicholas Jackson O'Shaughnessy |
| title_short | Persuasion in advertising |
| title_sort | persuasion in advertising |
| topic | Werbepsychologie (DE-588)4140889-5 gnd Beeinflussung (DE-588)4005203-5 gnd |
| topic_facet | Werbepsychologie Beeinflussung |
| url | http://www.loc.gov/catdir/toc/ecip044/2003011531.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022005738&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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