The Persuasion Industries
The Making of Modern Britain
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Product details:
- Publisher OUP Oxford
- Date of Publication 16 August 2018
- ISBN 9780198821700
- Binding Hardback
- No. of pages312 pages
- Size 241x163x24 mm
- Weight 628 g
- Language English
- Illustrations 29 images and a plate section 0
Categories
Short description:
This book looks at the complex and unpredictable behaviour of consumers, and how they engage with brand communication. It argues that people are increasingly immersed and defined by promotional culture, and explores how this trend developed using examples from throughout the twentieth century.
MoreLong description:
At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression.
For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong.
The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises.
Together these changes led to the emergence of an alternative emotional model of brand communication.
A simple idea that proved so compelling it changed the world we live in.
All in all, McKevitt's book provides an insightful and provocative account of the history of the persuasion industries in Britain, which would be of interest to communication scholars and students.
Table of Contents:
Introduction: From White Heat to Cool Britannia
Part One: Out of the Shadows: The Making of Modern Britain
White Heat: Consumption and the Consumer Society
Rational Appeal: Perspectives on Persuasion
Part Two: Into the Vanguard: The Persuasion Industries in Britain, 1969-1997
Planning for Success: Persuasion in the 1970s
Hearts and Minds: Marketing and Advertising, 1980-1997
Lifestyle Choices: Branding and Public Relations, 1980-1997
Part Three: Colonization: Persuasion and Male Consumption, 1969-1997
'For Men Who Should Know Better':The Emergence of Menâs Lifestyle Media
Symbols of Self-Expression: The Rise of Corporate Branding
Conclusion: Cool Britannia and the Emotional Consumer
