Persuasion in Advertising

Nicholas Jackson O’Shaughnessy · John O‚ÄôShaughnessy

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Psychology of Social Influence

Abstract

1. What Facilitates, and What Makes Persuasion Difficult? 2. Rationality, Symbolism, and Emotion in Persuasion 3. Persuasive Advertising Appeals: Association with Social Norms, Values and Valued Images Solidarity with Others Status and Prestige 4. Persuasive Advertising Appeals: Associations tied to the mental modes of Seeking Excitement and Experiencing Relaxation (Reversal Theory), and Associations tied to Positive and Negative Reinforcements (Behaviorism/conditioning) 5. Persuasive Advertising Appeals: Cognitive Approaches: Hierarchy of Effects Models the Elaboration Likelihood Model the Persuasive Communication Approach Consistency Theory 6. Persuasive Advertising Appeals: Psychoanalytic Psychology Zaltman Metaphor Elicitation Technique (ZMET) Psychology of the Adaptive Unconscious

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References

1956The Presentation of Self in Everyday Life.1975How To Do Things With Words 1970Archaeology of Knowledge 2010THE PSYCHOLOGY OF PERSONAL CONSTRUCTS 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 2001Sources of Power: How People Make Decisions 1980Brainstorms: Philosophical Essays on Mind and Psychology.1970Class and Conformity: A Study in Values.

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