Techniques of persuasion in advertisement. Advertisement is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers,

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Presentation transcript:

Techniques of persuasion in advertisement

Advertisement is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Commercial advertisers often seek to generate increased consumption of their products or services through „branding", which involves associating a product name or image with certain qualities in the minds of consumers.

The function of advertisement Advertisement, as an act of linguistic communication, may have many different functions: informative, aesthetic, expresive, and first of all, persuasive, so the best advertisement is a communication which influence the audience the most.

Persuasion Persuasion is an influence on a person's attitudes, beliefs, intentions, motivations or behaviours. It is also a process aimed at changing a person's attitude and behaviour towards an object or idea.

The persuasive power of advertisement lays in using different verbal and nonverbal elements which evoke positive emotions and apply to values and hidden desires of consuments.

Robert Cialdini was an outstanding social psychologist who examinated various techniques of persuasion and influencing people. On the basis of conducted experiments, he classified techniques of persuasion.

He distinguished six key principles of influence: 1.Reciprocity 2.Commitment and Consistency 3.Social Proof 4.Authority 5.Liking 6.Scarcity

Authority One of the persuasive techniques distinguished by Cialdini is the principle of authority. People tend to manifest discipline and obedience towards authority and are more prone to trust them and obey their orders. In advertisements, the persuasive role is performed by experts or celebrities.

Font and placement of text

Colour in advertisement