The Persuasion Industries : The Making of Modern Britain
在二十世紀末，英國是一個消費社會。商業令人陶醉和令人上癮，幾乎完全殖民現代生活。人們沉浸在促銷文化中，並最終被其定義。他們所消費的東西超越了階級、宗教、地理或職業，成為自我認同和自我表達的主要形式。
在二十世紀的大部分時間裡，從政治競選到產品廣告所有形式的品牌傳播都是基於對理性消費者的理性訴求理論。這個理論只有一個問題：這是錯誤的。
勸說行業：現代英國的製作考察了營銷、廣告、公共關係和品牌的發展。探討了它們在消費社會出現中所起的作用。來自行為心理學和經濟學領域的新思想，以及規劃，定位和企業品牌等內部發展，使得說服成為許多商業企業的推動力。
這些變化共同促成了品牌傳播另一種情感模式的出現。一個被證明如此引人注目的簡單想法，改變了我們生活的世界。
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.
Steven McKevitt (Editor)
Publisher:Oxford University Press
ISBN: 978-0198821700
原價 £35 台幣 NT$1370
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