Persuasion Theories In Advertising Essay

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Persuasion Theories in Advertising      We are bombarded daily with a variety of communicative devices that attempt to influence our thoughts, behaviors, and attitudes in some way. The primary role of this advertising methodology is to persuade, to change the way we construct a certain meaning in our head. Persuasion is a very powerful tool in affecting our idea of how, what or who people should be. The media uses this tool in an attempt to create a need for their product in society. In the ad for Orthro Tri-Cyclen birth control pills they focus on the added benefit their product has over other birth control pills and topical skin medications. The producers try to entice the consumer into using their brand by…show more content…
Our trust is constructed from the fact that she uses or has used the product and has a flawless complexion with no children to show. Extroversion is not a determinant of credibility in this case because it is impossible to tell how outgoing or bold the source is with our limited perspective. The composure of the source refers to their emotional state, if they are confident and poised and relaxed, they show more reliance in the product they represent. She is all of these things, which reflects her assurance in her product. She also sends signals of nonverbal immediacy, leaning forward, giving direct eye contact and smiling. This makes her sociable, she seems friendly and caring, just through her body language. It is as though she is making a personal recommendation to each one of us. She appears completely sincere and so we tend to give her a high credibility rating, and believe in the product she represents.      There are several other components that are used to analyze a source in an advertisement. One of the source characteristics is attractiveness. In our society, it is an unspoken fact that, what is pleasing to the eye has more value. Meaning, the more relative attractiveness sources have determines, in part, their effectiveness. The source in this ad is of average attractiveness. However, her overall appearance is polished. Her hair is neatly done in a contemporary style, she is well dressed in a
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