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The Persuasion Industries
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The Persuasion Industries
At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression.For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong.The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises.Together these changes led to the emergence of an alternative emotional model of brand communication.A simple idea that proved so compelling it changed the world we live in.
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At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression.For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong.The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises.Together these changes led to the emergence of an alternative emotional model of brand communication.A simple idea that proved so compelling it changed the world we live in.
Produktdetaljer
Sprog: Engelsk
Sider: 304
ISBN-13: 9780198821700
Indbinding: Hardback
Udgave:
ISBN-10: 0198821700
Udg. Dato: 16 aug 2018
Længde: 22mm
Bredde: 168mm
Højde: 241mm
Oplagsdato: 16 aug 2018
Forfatter(e) Steven (Visiting Professor in Brand Communication McKevitt, Steven McKevitt


Kategori Medievidenskab: reklame og samfund


Sprog Engelsk


Indbinding Hardback


Sider 304


Udgave


Længde 22mm


Bredde 168mm


Højde 241mm


Oplagsdato 16 aug 2018

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