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Principles of Persuasion in Commercials

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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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Meyers-Levy, J., Malaviya, P. (1999). Consumers' Processing of Persuasive

Advertisements: An Integrative Framework of Persuasion Theories. Journal of Marketing

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Tipps, Steven W. (2000). Dissertation Abstracts International Section A: Humanities &

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