Persuasive Advertising

By J. Scott Armstrong

This book translates knowledge about persuasion into evidence-based principles. Useful knowledge about persuasion has been obtained over the last 100 years from the experience of advertising experts and from empirical studies in advertising and other fields including psychology, consumer behavior, law, mass communication, politics and propaganda.

The excerpt discusses how emotional appeals are used in advertising and motion media.
Read Part 3: Emotion >>

Selected from Persuasive Avertising by J Scott Armstrong, reproduced with permission of Palgrave Macmillan. Click here to purchase full text.

J. Scott Armstrong

Book Excerpts

Overview

"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."

— Gord McLean, President and CEO at ANA Educational Foundation