• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

Rational Arguments and Emotional Envelopes: American and British Advertising Compared
Rational arguments and emotional envelopes: American and British advertising compared
John PhilipJones

At an Admap conference in London in January 1998—one of the more serious forums for marketing and advertising professionals who are interested in the state of the art—there was a good deal of discussion, some quite heated, about the relative value and relevance of rational and emotional appeals in advertising. Given that many people evidently disagreed with my views, I resolved to address this issue on my return to the United States. This chapter is largely, although not totally, concerned with repeat-purchase packaged

NOTE: An earlier version of this chapter was originally published as an article in ASMAR (April, 1998), and is reproduced by permission.

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