The Art of Persuasion in Advertising

876 Words2 Pages
bulb-icon

Recommended: Subliminal messages and consumer behavior

It’s that time again. The time when we are bombarded by political ad after political ad during the presidential campaign season. Every four years we are showered with different ads by our presidential candidates trying to win our vote. We see many different types of ads, whether it is of a candidate trying to build himself up or put his opponent down. There are many different techniques that are used in order to send hidden messages to voters. These different techniques have proven to be affective with voters and continue to show up again and again in our presidential campaigns.
The first item that is taken into consideration is the authors’ rationale. The rationale is the heading of the article and is what will draw the reader’s attention to. Imagine at the top of the page in bold, in font size twenty this title “YouTube-ification of Political Talk: An Examination of Persuasion Appeals in Viral Video.” What immediately stands out is the length of the title. The heading may appear long and drawn out, but it gives the reader a very specific topic of the article. Now looking deeper the combined word “YouTube-ification” also has a one of a kind meaning. What is the purpose of using a word that does not exist? It denotes that the author has provided the readers with the best title describing the article.
The methodology in the journal was taken from what give the impression of a full proof experiment. This study used a “three-celled posttest” which would further explain the subliminal messages in campaign advertisements. The possible candidates for the research are from two out of the fifty-two states in America. They were chosen and told they had complete confidentiality. This created a form of trust allowing the participants to...

... middle of paper ...

...o the different appeals.

YouTube is one of the fastest growing websites in the world. It is a new form of communication not only for political information but for any area of development. Technology is helping the spread of political campaigns faster than it ever has before. With this newfound technology the dynamics of communication will change drastically over the next few years.
There are many methods used in advertising that are very effective and that we might not always pick up on. Most subliminal messages are retrieved when we are not 100% focused on what we are watching. But how often are we watching television or listening to the radio with 100% focus? Not very often. This is why political ads are so effective. They use these effective methods and attack us while our defenses are down. Hopefully, with this new-found knowledge, you will no longer fall

Show More
Related

  • jumpman23- the appeal of advertising

    1332 Words  | 3 Pages

    Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity Miller writes, “We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular service. More subtly, they influence us by appealing to our desires or exploiting our emotions.” The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.

    Read More

  • An Analysis of the Rhetorical Elements of Political Campaign Advertisements

    1054 Words  | 3 Pages

    It is very common among the United States’ political sphere to rely heavily on T.V. commercials during election season; this is after all the most effective way to spread a message to millions of voters in order to gain their support. The presidential election of 2008 was not the exception; candidates and interest groups spent 2.6 billion dollars on advertising that year from which 2 billion were used exclusively for broadcast television (Seelye 2008.) Although the effectiveness of these advertisements is relatively small compared to the money spent on them (Liasson 2012), it is important for American voters to think critically about the information and arguments presented by these ads. An analysis of the rhetoric in four of the political campaign commercials of the 2008 presidential election reveals the different informal fallacies utilized to gain support for one of the candidates or misguide the public about the opposing candidate.

    Read More

  • The Evolution of Advertisment in The Persuaders

    1607 Words  | 4 Pages

    Advertising is as old as civilization itself. They are forever interconnected. If one changes then so does the other. So as our society evolved dramatically by the influence of technology and social media, so did the way we advertised. With the power of technology, advertising gained the ability to be everywhere at once. These locations ranged from billboards, to projector screens that hang from skyscrapers, to even in your homes in the form of commercials. The evolution of advertising in the modern world is both somewhat disturbing and innovative at the same time.

    Read More

  • Analysis Of 'New Yorkers Keep New York Safe'

    773 Words  | 2 Pages

    Propaganda plays a role in persuading people into thinking a certain way or encouraging the viewer to purchase an item, take action, or follow an ideology. The advertiser achieves in influencing viewers through their tone, choice of words or lack of where instead a powerful image is used. The MTA advertisement “New Yorkers Keep New York Safe”, released on March 2016, shows how propaganda influences commuters to combat terrorism by ‘saying something’.

    Read More

  • Ted Cruz For President Rhetorical Analysis

    1462 Words  | 3 Pages

    Since the dawn of time, man has always sought to manipulate and control his surroundings for his own benefit and survival. In many societies, this desire has carried itself over into public life in the form of propaganda, a “deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist” (Jowett and O’Donnell 2015, 7). One such example of modern day propaganda is indubitably the campaign ad released by presidential hopeful Ted Cruz on March 23rd 2015 entitled “Ted Cruz for President”. As William J. McGuire explains in his theory of persuasion however, failure at any stage in the persuasive process can result in

    Read More

  • Why Is Political Propaganda Important To Elect A New President?

    599 Words  | 2 Pages

    Every four years on the second tuesday in November we elect a new president or reelect the same president. Political propaganda helps presidents get their beliefs and what they want to do when they become president. Document B is showing a TV ad for President Reagan trying to convince the public to reelect him. “Why would we ever want to return to where we were just four short years ago?”. This quote is basically saying that nobody would be the better at president than anyone else running for president. Ads in TV commercials and on billboards play a big role in convincing voters to vote for a certain candidate. In the recent election between Donald Trump and Hillary Clinton campaign propaganda helped Donald Trump

    Read More

  • The Principle of Persuasion

    1297 Words  | 3 Pages

    According to the text , Social Psychology, “social psychology is the scientific study of how people think about, influence, and relate to one another”(pg. 4) this is viewed in a variety of social topics incorporating group behaviors, attitudes, conformity, obedience to authority, stereotypes and peer pressure. Outside factors can have a positive or negative affect our view of ourselves and each other. These outside factors are used to persuade and influence group behavior. Persuasion is defined as “the process by which a message induces change in beliefs, attitudes, or behaviors” (Myers, 2010, pg. 230). The principles of this process of persuasion according to researchers, Robert Cialdini and Thomas Davidson, are attractiveness and likeability, reciprocity, social proof, consistency, authority, and scarcity (Davidson, 2008)(Myers, 2010, pg. 237). These principles of persuasion impact our self-perception, our attitudes and behaviors, and our culture.

    Read More

  • Social Psychology of Persuasion

    1126 Words  | 3 Pages

    Every day in our life's we are persuaded to make choices. Persuasion is a very

    Read More

  • 6 Principles Of Persuasion Essay

    896 Words  | 2 Pages

    Finally, the liking principle is one that will often be used in the art of persuasion. This can be used effectively, where a product can be seen as “likable” if for example it has been endorsed by someone perceived to be physically attractive or perhaps someone that demonstratives the behaviors of a friend, such as showing similar traits or someone that can be related to.

    Read More

  • Subliminal Perception

    1181 Words  | 3 Pages

    Many people have heard of "subliminal" messages that are not consciously perceived by a subject but nonetheless influence his or her behavior. The concept first became publicized in the 1950s, when the advertiser James Vicary claimed that flashing the words "Drink Popcorn" and "Drink Coke" between frames in a movie theater increased Coke sales by 18.1% and popcorn sales by 57.7%. This caused a storm of controversy, although Vicary later admitted that this "study" was a hoax.(1)Many studies carried out in laboratory conditions do show that "subliminal" inputs can be perceived by the nervous system without the awareness of the conscious "I-function". Inputs perceived "subliminally" have also been shown to influence behavior to some extent, in some instances more than supraliminal inputs. These effects, however, are for the most part limited in magnitude and duration.

    Read More

  • The Negative Effects of Advertising on Children

    911 Words  | 2 Pages

    Children’s exposure to subliminal messages occurs daily and throughout their life. The media conditions and manipulates the developing mind. Without the parents’ permission or even their knowledge, the media makes lifestyle decisions for our children. Advertising Moguls, without regard for our childre...

    Read More

  • Subliminal Advertising Essay

    728 Words  | 2 Pages

    Subliminal advertisement has been around long before the 21st century. Subliminal messages are said to be “below the threshold of conscious perception” (Credo Reference, 2011). It was first pioneered by Dr. James Vicary, in the 19th century, when he conducted an experiment that subliminally engaged the viewers to “eat popcorn” and “drink Coca-Cola” while in the movie theatre (Broyles, 2006). The experiment attempted to prove that subliminal messages are a technique that is effective. In his studies, Vicary reported that the experiment was successful. His data showed that the experiment “increased soda sales at the theater by 18 percent and popcorn by 58 percent.” These results are truly an impressive increase but they were fab...

    Read More

  • Advertising is Informative, Yet Manipulative

    702 Words  | 2 Pages

    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.

    Read More

  • History of YouTube.com

    1576 Words  | 4 Pages

    The impact of internet community caused by YouTube has been phenomenal. You tube has established many new legal, individual rights, social concerns that question the human implications of this new social experiment. That is why YouTube has become so popular and interesting to the world. It has built an international understanding of areas of human relationships between people from all around the world. It has set no boundaries to communication. The psychological implications that allow for people to express themselves in any way they feel; has allowed no limitations to the ability we see ourselves and how we would like others to see us. The curiosity that YouTube.com has caused has set new unlimited horizons.

    Read More

  • The Power of Advertising

    1367 Words  | 3 Pages

    Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.

    Read More

More about The Art of Persuasion in Advertising

Open Document