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Persuasion in Advertising by John O’Shaughnessy and Nicholas Jackson O’Shaughnessy is a book available to read on EtoBox.
What is Persuasion in Advertising about?
Economics, Finance, Business & Industry Book Cover 1 Title 4 Contents 5 case studies 8 advertisement examples 9 Preface 10 Acknowledgements 12 What facilitates persuasion and what inhibits it? 14 Rationality, symbolism and emotion in persuasion 38 Persuasive advertising appeals, 1 68 Persuasive advertising appeals, 2 106 Persuasive advertising appeals, 3: cognitive approaches 134 Persuasive advertising appeals, 4 178 Notes 210 Index 222
- Author
- John O’Shaughnessy and Nicholas Jackson O’Shaughnessy
- Language
- EN
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