{"title":"John O'Shaugnessy","description":"\u003cp\u003eJohn O'Shaugnessy explores the intricate dynamics of consumer behaviour and marketing strategies, offering insightful perspectives on how persuasion shapes advertising. His works delve into the psychological and cultural factors influencing decision-making, making them essential reading for those interested in the mechanics of communication and influence.\u003c\/p\u003e\n\n\u003cp\u003eIdeal for students and professionals in \u003cem\u003eEducation \u0026amp; Reference\u003c\/em\u003e, O'Shaugnessy’s books blend theory with practical analysis, providing a thoughtful examination of modern advertising practices. Readers can expect a rigorous yet accessible approach to understanding the power of persuasion in today’s marketplace.\u003c\/p\u003e","products":[{"product_id":"persuasion-in-advertising-by-nicholas-oshaughnessy-9780415322249","title":"Persuasion in Advertising","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003eEffective 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.\u003c\/p\u003e\n\n\u003cp\u003eThis 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.\u003c\/p\u003e\n\n\u003cp\u003eOffering not only a conceptual and theoretical grounding in persuasive techniques, \u003cem\u003ePersuasion in Advertising\u003c\/em\u003e 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.\u003c\/p\u003e\n\n\u003cp\u003eTo 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, McDonald's, Omega, and Silk Cut.\u003c\/p\u003e\n\n\u003cp\u003eA genuinely fresh and accessible text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":47607361241324,"sku":"9780415322249","price":123.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9780415322249-persuasion-in-advertising.jpg?v=1778162270"}],"url":"https:\/\/bookhero.co.nz\/collections\/john-oshaugnessy.oembed","provider":"Book Hero","version":"1.0","type":"link"}