The Persuasion Industries: The Making of Modern Britain

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Steven McKevitt (Visiting Professor in Brand Communication, Visiting Professor in Brand Communication, Leeds Beckett University)

The Persuasion Industries

The Making of Modern Britain

Steven McKevitt (Visiting Professor in Brand Communication, Visiting Professor in Brand Communication, Leeds Beckett University)

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English

Oxford University Press
30 August 2018

Industrialisation & industrial history; Advertising & society; Behavioural economics; Sales & marketing; Advertising industry

At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression.

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 was wrong.

The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises.

Together these changes led to the emergence of an alternative emotional model of brand communication.

A simple idea that proved so compelling it changed the world we live in.

By: Steven McKevitt (Visiting Professor in Brand Communication Visiting Professor in Brand Communication Leeds Beckett University)
Imprint: Oxford University Press
Country of Publication: United Kingdom
Dimensions: Height: 241mm, Width: 163mm, Spine: 24mm
Weight: 628g
ISBN: 9780198821700
ISBN 10: 0198821700
Pages: 304
Publication Date: 30 August 2018
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

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.

Reviews for The Persuasion Industries: The Making of Modern Britain

A fantasically thorough history of a period of remarkable change in a fascinating industry. * Evan Davis, Broadcast journalist and presenter * 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 * 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 * 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 * 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) * 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 *