O'Shaughnessy, John. <br/><br/>
Persuasion in advertising / 
John O'Shaughnessy and Nicholas Jackson O'Shaughnessy. 
 - 1st ed. 
 - London ;  New York :  Routledge,  2004. 
 - xi, 220 p. :  ill ;  24 cm. 
<br/><br/>Includes bibliographical references (p. 197-208) and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0415322243 (pbk.) 0415322235 (hardback) 
<br/><br/><label>LCCN: </label>2003011531 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Psychological aspects.<br/>Persuasion (Psychology)
<br/><br/><label>LC Class. No.: </label>HF5822  / .O84 2004 
<br/><br/><label>Dewey Class. No.: </label>659.1/01/9