宣伝における説得<br>Persuasion in Advertising

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宣伝における説得
Persuasion in Advertising

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 264 p.
  • 言語 ENG
  • 商品コード 9780415322249
  • DDC分類 659.1019

基本説明

Includes original case-studies on campaigns as diverse as Death Cigarettes, BMW, MacDonalds, Omega, etc.

Full Description


Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work.Offering not only a conceptual and theoretical grounding in persuasive techniques, this book 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 authors include 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, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.

Table of Contents

List of case studies                               vii
List of advertisement examples viii
Preface ix
Acknowledgements xi
1 What facilitates persuasion and what inhibits 1 (24)
it?
2 Rationality, symbolism and emotion in 25 (30)
persuasion
3 Persuasive advertising appeals, 1 55 (38)
Association with social norms, values and 64 (16)
valued images
Solidarity with others 80 (3)
Status and prestige 83 (10)
4 Persuasive advertising appeals, 2 93 (28)
Associations tied to the mental modes of 93 (6)
seeking excitement and experiencing
relaxation (reversal theory)
Associations tied to positive or negative 99 (22)
reinforcements (behaviourism/conditioning)
5 Persuasive advertising appeals, 3: cognitive 121 (44)
approaches
Hierarchy of effects models 123 (3)
The elaboration likelihood model 126 (4)
The persuasive communication approach 130 (20)
Consistency theory 150 (15)
6 Persuasive advertising appeals, 4 165 (32)
Psychoanalytic psychology 166 (5)
Zaltman Metaphor Elicitation Technique (ZMET) 171 (2)
Psychology of the adaptive unconscious 173 (24)
Notes 197 (12)
Index 209