(Wydział Prawa i Administracji UAM, 1994) Paluchowski, Władysław Jacek
The author, departing from a general model of a message, enumerates factors of persuasive
communication influencing its effectiveness, describes typical objectives of advertising and manners
of generating desired consumer behaviour. The author also presents technical problems
of transmission, traps on the way to the practical use of persuasive communication, and further
he draws a hierarchy of advertising results.