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AuthorKeung, Wing Ming
TitlePersuasion in advertising [electronic resource] / John O'Shaughnessy and Nicholas Jackson O'Shaughnessy
Imprint London ; New York : Routledge, 2004
Edition 1st ed
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Descript xi, 220 p. : ill


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

Advertising -- Psychological aspects Persuasion (Psychology) Electronic books.


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