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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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Rational Appeal

Rational Appeal

Perspectives on Persuasion

Chapter:
(p.58) 2 Rational Appeal
Source:
The Persuasion Industries
Author(s):

Steven McKevitt

Publisher:
Oxford University Press
DOI:10.1093/oso/9780198821700.003.0003

Chapter 2 begins with a detailed examination of extant historiography relating to the persuasion industries. Full consideration is given to the various academic approaches regarding the study of persuasion and their theoretical frameworks. It begins by looking at how the persuasion industries define and present themselves and at the first attempts to developmodels of persuasion during the post-war period, which were based upon the notion of the rational consumer. As a consequence of the increasingly consumer-oriented nature of society, the persuasion industries expanded rapidly during the 1980s and 1990s, becoming increasingly more specialized and fragmented in the process.

Keywords:   persuasion industries, rational consumer, advertising, public relations, marketing, branding

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