Principles of Persuasion
"higher involvement with a publication leads to more favorable perceptions of embedded ads, and higher levels of advertising persuasion" (Tipps 2000)
Every day, consumers are exposed to no less than 1000 commercial messages (Meyers-Levy &
Malaviya 1999). Of all the different techniques and strategies that try to make an advertisement most
effective there is an underlying principle – persuasion. The whole point of any marketing ploy is to get the audiences attention and then change the mind to believe that their product or service is the best.
There are a variety of different mediums in which consumers are exposed to advertisements: television, radio, magazines, newspapers, billboards, and public transportation. In all types of media, persuasion is
used; yet there is not one theory that can establish a single hypothesis as to the direct route a message
takes to make a favourable judgement. In order to have a holistic knowledge about the psychology
behind persuasion, seven main theories of persuasion will be examined.
The Cognitive-Response Model explains that the persuasion process takes place when a person reflects on the content of the message and has cognitive responses to the message. Cognitive responses are
thoughts that develop while the process of elaborating on the message occur. Cognitive responses can be
relating the message, to other messages previously exposed to or already existing knowledge of that
product of service that is trying to be sold (Meyers-Levy & Malaviya 1999). This suggests then that
persuasion happens when cognitive responses are favourable to the message.
The proposition of the Dual-Process Model is that there is more than one means...
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Often Advertising uses persuasion to inform the audience; in fact it is the most import aspect to advertising. Advertising would simply be a conversation between the communicator and their recipients if persuasion weren’t present. Although the basic purposes are to inform and persuade, it is left to the audience when it comes to differentiating between factual information and unethical persuasive tactics. The persuader, wishes for the consumer to act or believe in a certain way. Whether sought after actions are positive or negative, ends up being the question. In the modern world it has become more difficult to differentiate between truths and untruths; mainly due to the technological advances in advertising medium. Differentiating between facts and propaganda becomes increasingly more challenging when it comes to politics. Whether it is an election for student senate or the United States general election for Presidency; there are a lot of factors weighing in on the decision process. During an election year, persuasive tactics become essential in the success of a campaign. Although many voters have made up their minds when they are first bombarded by the political campaigning, these pre-developed opinions are not viewed as an impenetrable force by the campaigner. The campaigner typically recognizes these patterns in opinion and instead aims to persuade them from a different angle, most commonly the emotions surrounding the issues rather than the issues themselves. This paradigm changed in political persuasion was first seen September 7, 1964 when a rattling ad for Lynden Johnson played over NBC. The ad now known as “Daisy Girl” forever changed political persuasion in advertising. With this change came the issue of ethi...
What processes are involved in the attending and understanding of information received on a daily basis?
Wilby, P. (2007, February). Persuasion is a science. New Statesman, 136(4833), 15. Retrieved May 4, 2011, from ABI/INFORM Global. (Document ID: 1223180481).
Every day in our life's we are persuaded to make choices. Persuasion is a very
Persuasion is an important aspect of communication, certainly a significant business activity. Regardless of whether this comes in the form of a sender influencing a party or the receiver itself is being influenced. Typically, this could come in the form of a salesman or, even a manager communicating with key stakeholders, such as potential investors.
Ads (or advertisements) are everywhere. These messages come from different platforms, and they are aimed at convincing people to purchase goods, services, and ideas. From its simple beginnings in ancient Greece and Rome, advertising is now multimillion-dollar industry. Companies make huge investments, utilize sophisticated technologies, and make use of very persuasive language to market existing products (Green, 2012). The automobile industry made excellent use of advertisements. According to Georgano (2013) “the advertising industry and the automobile grew up side by side and each was a major stimulus to the other” (para 1).
In the most advantageous of cases this model suggests that a receiver “considers the content of the persuasive message carefully and has favorable thoughts about the content” (Enfante, Rancer & Avtgis, 2010, p. 172). When receivers engage in cognitive thinking, they participate in the type of persuasion the authors call the “central route” (Enfante, Rancer & Avtgis, 2010, p. 172). Under the central route, the receiver employs positive feelings towards whatever the source is saying and then in turn acts or forms attitudes based off of the positive thoughts. Thus they interact thoughtfully with the information the source is attempting to get across.
Persuasion is the force exerted to influence behavior that includes a reflected change in attitude. Everyday we are bombarded with messagesfrom people who wish to influence our behavior and attitudes. Persuasion canbe used to accomplish good as well as bad, though, in my paper I willrefrain from making value judgements and only report the factual aspects. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors from change. When trying to persuade someone, there are two different methods from which to choose-the central and peripheral routes. The central route persuades by usingdirect arguments and pertinent information. The peripheral route persuadespeople by association with incidental cues
Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle& Saunders, 1990).
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertising is simply everywhere, it is something that we can not avoid. Although we might ignore it when we are walking down the street, there is always something wanting to catch our attention. We have advertisements through radio, television, magazines, newspapers, and even on billboards. It has gotten increasingly popular in today 's economy because of how companies uniquely promote their product. These advertisements are created to introduce the goods and services to an audience to try and inspire them into buying their product. Therefore; when companies promote an effective advertisement, customers usually engage in a way if it appeals to their wants and needs. "The Essence of Breitling" ad in Fortune magazine
(2010). McClintock, Ann. A. & Co. “Propaganda Techniques in Today’s Advertising.” Eds. Chait, Jay. A.
Communication is an interdependent process of sending, receiving, and understanding messages. The definition implies that the components of the communication process cannot be examined separately. Rather, the relationship exists between the sender and the receiver, as well as the environment of the communication event, must be viewed as a whole. According to this perspective, if any of the components and circumstances change (that is, the number of individuals involved in the interaction, seating arrangements, or the time of the day) the communication event is altered. Communication is an ongoing process; we never stop sending and receiving messages. As we will discover, communication is a dynamic process, a process that changes from one communication setting to the next. Although it is difficult to predict, the ways of interpreting communication, certain components are always present in the communication process.
Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product
In addition, effective advertising can keep a consumer’s mind fresh about the image of a brand, which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as salesperson does not need to inform people about the product features as it has already advertised.... ... middle of paper ... ...