The Persuasion Industries by Steven Mckevitt
At the end of the twentieth century, Britain was a consumer society. Intoxicating and addictive, commerce had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, region, geography, or occupation as the primary form of self-identity and self-expression. The Persuasion Industries: The Making of Modern Britain explores how this change happened.For much of the twentieth century all forms of brand communication - from political campaigning to product advertising - were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it didn't work.The Persuasion Industries looks at the emergence impact of an alternative theory, based on behavioural economics, which held that consumers were driven not by the head but by the heart; that their behaviour was complex and unpredictable; and that they engaged with the world most readily at an emotional level.This simple idea proved so compelling that it changed the world we live in.
All in all, McKevitt's book provides an insightful and provocative account of the history of the persuasion industries in Britain, which would be of interest to communication scholars and students* European Journal of Communication *
A compelling argument that challenges current thinking and will have widespread implications for those working in the field. * Catherine Maskell, Managing Director, The CMA (The Content Marketing Association) *
Shows how and why marketing has become the driving force in most successful businesses. McKevitt's analysis of the developments that made this possible is revealing and rewarding. * Martin Lucas, author, Using Technology to Sell *
For those working in the field, McKevitt underlines the importance of starting in the right place and makes a convincing argument that not many actually know where that is. * Stephen Chandler, Founder and CEO of Feel *
A fascinating investigation. The Persuasion Industries clearly maps out the challenges facing brand communication and should be required reading for everyone working in the sector. * Andreas Nicholaides, Group Digital Development Director, iProspect, Dentsu Aegis *
A fantasically thorough history of a period of remarkable change in a fascinating industry. * Evan Davis, Broadcast journalist and presenter *
A compelling argument that challenges current thinking and will have widespread implications for those working in the field. * Catherine Maskell, Managing Director, The CMA (The Content Marketing Association) *
Shows how and why marketing has become the driving force in most successful businesses. McKevitt's analysis of the developments that made this possible is revealing and rewarding. * Martin Lucas, author, Using Technology to Sell *
For those working in the field, McKevitt underlines the importance of starting in the right place and makes a convincing argument that not many actually know where that is. * Stephen Chandler, Founder and CEO of Feel *
A fascinating investigation. The Persuasion Industries clearly maps out the challenges facing brand communication and should be required reading for everyone working in the sector. * Andreas Nicholaides, Group Digital Development Director, iProspect, Dentsu Aegis *
A fantasically thorough history of a period of remarkable change in a fascinating industry. * Evan Davis, Broadcast journalist and presenter *
Steven McKevitt is Visiting Professor in Brand Communication at Leeds Beckett University. He studied for his PhD at the University of Sheffield. Over a 20 year career in marketing, communications, and branding, his clients have included Nike, Coca-Cola, Sony PlayStation, and Deutsche Bank. His research has been featured in newspapers around the world from The Guardian, Times Literary Supplement, and New Scientist to The Kenya Daily Nation. He is the author of City Slackers (Cyan, 2006), Everything Now (Route, 2012), and The Solar Revolution (Icon, 2014) amongst other books. He lives in Sheffield, UK.
| SKU | Unavailable |
| ISBN 13 | 9780198821700 |
| ISBN 10 | 0198821700 |
| Title | The Persuasion Industries |
| Author | Steven Mckevitt |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Oxford University Press |
| Year published | 2018-08-16 |
| Number of pages | 304 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |