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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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Cool Britannia and the Emotional Consumer

(p.235) Conclusion
The Persuasion Industries

Steven McKevitt

Oxford University Press

The Conclusion draws together the main findings of the study. Britain in 1997 was a far more emotional and expressive society. This is highlighted by two events: the public response to the death of Diana, Princess of Wales, and the success of New Labour in the general election. The extent to which persuasion industries were responsible for bringing these changes about is discussed. There is a discussion of some areas for further study: the subsequent impact of the World Wide Web and social media platforms; persuasion aimed at children/juvenile consumption, and the development of single British brand throughout the period—for example, Virgin.

Keywords:   persuasion industries, consumption, Princess Diana, consumer society, New Labour, brand communication

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