{"title":"Nicholas O'Shaughnessy","description":"\u003cp\u003e\u003cstrong\u003eNicholas O'Shaughnessy\u003c\/strong\u003e offers insightful explorations into the art and science of communication, particularly within advertising and persuasion. His works delve into the mechanisms that influence consumer behaviour and the strategic use of rhetoric in marketing.\u003c\/p\u003e\n\n\u003cp\u003eReaders can expect a thoughtful blend of theory and practical analysis, making these books valuable for those interested in \u003cem\u003eEducation \u0026amp; Reference\u003c\/em\u003e fields such as media studies, marketing, and communication ethics.\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\/nicholas-oshaughnessy.oembed","provider":"Book Hero","version":"1.0","type":"link"}