Table of Contents

Introduction: From White Heat to Cool Britannia
Part One: Out of the Shadows: The Making of Modern Britain
1: White Heat: Consumption and the Consumer Society
2: Rational Appeal: Perspectives on Persuasion
Part Two: Into the Vanguard: The Persuasion Industries in Britain, 1969-1997
3: Planning for Success: Persuasion in the 1970s
4: Hearts and Minds: Marketing and Advertising, 1980-1997
5: Lifestyle Choices: Branding and Public Relations, 1980-1997
Part Three: Colonization: Persuasion and Male Consumption, 1969-1997
6: 'For Men Who Should Know Better':The Emergence of Menâs Lifestyle Media
7: Symbols of Self-Expression: The Rise of Corporate Branding
Conclusion: Cool Britannia and the Emotional Consumer

About the Author

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

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*

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)*

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*

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*

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*

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