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
Copyright © 2010 Palgrave Macmillan. All rights reserved.
"Inspiration is everywhere, and if you can't see it you're not looking hard enough."— Cliff Courtney, Chief Marketing Officer, Zimmerman Advertising