Use this URL to cite or link to this record in EThOS: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.727306
Title: The persuasion industries in the UK and the inculcation of persuasion within British society from 1969 to 1997
Author: McKevitt, Steven
ISNI:       0000 0004 6424 0724
Awarding Body: University of Sheffield
Current Institution: University of Sheffield
Date of Award: 2017
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Abstract:
This study presents a history of the United Kingdom's persuasion industries (marketing, advertising, public relations and branding) between 1969 and 1997, examining developments in practice, methodology and application. Its purpose is to assess the changes that led to the rapid expansion and diversification of persuasion industries in Britain at the end of the twentieth century. The period was one of significant change for the persuasion industries. Persuasion, in a variety of forms, increased in salience to become the driving force within many commercial enterprises. Through a proliferation of new media channels it was also able to colonise more areas of everyday life and the development of new techniques allowed it to reach deeper than ever before into the minds of consumers. Primary sources used to undertake this investigation include archival materials from some of the key advertising agencies, PR consultancies and marketing departments, trade media, academic journals, reports from professional bodies, and manuals and memoirs. This has provided a wealth of material suitable for analysis. The study offers empirical support for the proposition - put forward by the critics of affluence such as Galbraith, Schor and Offer - that persuasion played a key role in shaping the attitudes, desires and behaviour of consumers. Moreover, this is both the first detailed historical examination of developments within the persuasion industries, and the first that places emergent concepts such as planning, positioning, corporate branding, emotional attachment and consumer targeting into a historical context. By studying the differential effects of persuasion and its inculcation in British society this thesis seeks to develop a better understanding of the mechanisms that underlie these various applications and their impact on consumer behaviour.
Supervisor: Bingham, Adrian Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.727306  DOI: Not available
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