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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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Hearts and Minds

Hearts and Minds

Marketing and Advertising, 1980–1997

(p.118) 4 Hearts and Minds
The Persuasion Industries

Steven McKevitt

Oxford University Press

As persuasion became more pervasive, it also changed in nature. A new emotional model of brand communication emerged, which provided brands with the means to develop deeper, wider-reaching relationships with their consumers. A narrative, storytelling approach to persuasion also proved to be effective. These new strategies were to prove hugely successful. They were ultimately responsible for creating a new kind of corporate entity, one that was built from the inside out rather than from the top down, and global rather than national in both aspect and ambition: the modern corporate brand. The growth of the persuasion industries was also reliant on external factors. The economic and political climate of the times enshrined the same values, aims, and objectives as the persuasion industries themselves—namely, globalization, aspiration, commerce, private wealth creation, property ownership, economic growth, and, not least, the rapid expansion of media channels.

Keywords:   marketing, advertising, media, emotional appeal, consumption, globalization, New Right

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