| Edition |
1st ed |
| Description |
xi, 220 p. : ill. ; 24 cm. |
| Bibliography |
Includes bibliographical references (p. 197-208) and index. |
| Contents |
What facilitates persuasion and what inhibits it? - Rationality, symbolism, and emotion in persuasion - Persuasive advertising appeals, 1 - Persuasive advertising appeals, 2 - Persuasive advertising appeals, 3: cognitive approaches - Persuasive advertising appeals, 4. |
| Subject |
Advertising -- Psychological aspects
|
|
Persuasion (Psychology)
|
| Added Author |
O'Shaughnessy, Nicholas J., 1954-
|
| ISBN |
9780415322232 |
|
0415322243 (pbk.) |
|
0415322235 (hardback) |
|
