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The Persuasion IndustriesThe Making of Modern Britain$
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Steven McKevitt

Print publication date: 2018

Print ISBN-13: 9780198821700

Published to Oxford Scholarship Online: December 2018

DOI: 10.1093/oso/9780198821700.001.0001

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From White Heat to Cool Britannia

(p.1) Introduction
The Persuasion Industries

Steven McKevitt

Oxford University Press

The Introduction defines the purpose and parameters of this research. In the late twentieth century brand communication was often multifaceted—incorporating public relations, corporate branding, sponsorship, and other forms of marketing as well as advertising—and delivered through many different channels. Its impact on society was profound, leading to the emergence of what scholars have described as ‘promotional culture’. Fully to comprehend the role played by the persuasion industries in Britain during this period, historians must look beyond its impacts and seek to gain an understanding of how its core disciplines evolved and operated. A summary of the key developments in the evolution of brand communication is presented, followed by an outline of the extant historiography and a rationale for the period under study (1969–1997). Finally, the source materials are discussed along with the author’s relevant experience.

Keywords:   persuasion industries, consumption, late twentieth century, advertising, public relations, branding, marketing

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