The persuasion industries : the making of modern Britain / Steven McKevitt.

The persuasion industries : the making of modern Britain / Steven McKevitt.

First edition.

9780191860911 (electronic book)

Oxford : Oxford University Press, 2018.

English

1 online resource : illustrations.

HF5415.32

658.8342

At the end of the 20th century, Britain was a consumer society. Intoxicating and addictive, commerce 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. 'The Persuasion Industries' explores how this change happened. For much of the 20th 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 didn't work. This text looks at the emergence and impact of an alternative theory, which held that consumers were driven not by the head but by the heart.

At the end of the 20th century, Britain was a consumer society. Intoxicating and addictive, commerce 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. 'The Persuasion Industries' explores how this change happened. For much of the 20th 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 didn't work. This text looks at the emergence and impact of an alternative theory, which held that consumers were driven not by the head but by the heart.

Includes bibliographical references and index.

Access limited to athorized users.

Description based on online resource; title from home page (viewed on November 13, 2018).

Oxford scholarship online.

Print version: 9780198821700

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