Persuasion in Advertising
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Persuasion in Advertising discusses persuasion techniques used in advertising. Persuasion is inducing attitude changes and influencing action, while persuasive text aims to convince readers. Advertising is paid media to attract public attention to products and services. Common persuasion techniques used in advertising include repetition, contrasts, emotional appeals, ambitious appeals, bold formatting, benefits listings, statistics, catchphrases, slogans, figurative language, and misspellings.
Persuasion in Advertising
- 2. What is Persuasion? ï‚—Persuasion is the act of inducing attitude changes and influencing a target market to action.
- 3. What is Persuasive Text? ï‚—Persuasive text is any writing in which an author is expressing facts or opinions to try to convince the reader.
- 4. What is Advertising? ï‚— Advertising is defined as the act of attracting public attention to a product or business, as by paid announcements in print, broadcast, or electronic media. ï‚— Advertising is done simply to attract or persuade the consumer to buy a product or service
- 5. Techniques Used To Persuade The use of repetition or rhyming to create a lasting effect on memory. For example, we all have come across an advertisement repeating the word new and smart rhymes example in an advertisement for luggage ‘travel light, travel right’ 2. Some use contrasts to bring out the desirable characteristics of their product. For example ‘the small car for a great adventure’ 3. Advertisers often use words that appeal to our emotions. A diamond advertisement for example ‘a diamond is forever’ this may represent diamonds as eternal love 4. Advertisers use certain words that appeal to the ambitious nature. . Example, ‘the winner’s choice’ or ‘be all you can be’. 1.
- 6. 5. Some advertisements use bold words or phrases example NEW, EXTRA, or INTRODUCING. They also use different font size and styles. Example underlining and italics for certain words. 6. Some use simple straight to the point words or phrases. 7. Some use a cognitive message strategy. This is simply the listing of the benefits of their product. Example: a food product advertisement saying their product is healthy, tasteful and low calories. 8. Some use statistics. Example a mouthwash advertisement claiming it to be recommended by 3 out of 4 dentists
- 7. 9. Advertisers misspell certain words of products to create an attraction in the consumer. Example, Trix cereal and Rice Krispies. 10. The use of catchphrases, slogans and slang that appeal to a target audience example Nike’s slogan ‘Just Do It’ or Dodge’s slogan ‘The ultimate driving machine’. 11. Sometimes figurative language is used to appeal to the consumer through the imagination. For example a skittles advertisement ‘taste the rainbow’ or ‘eat
- 8. References ï‚— http://smallbusiness.chron.com/example s-different-kinds-persuasion-advertising56550.html ï‚— http://www.slideshare.net/LHaghighi/co mmon-persuasive-techniques-inadvertising ï‚— http://www.slideshare.net/mikazir/5methods-of-persuasion-in-advertising