Research Paper On Frank Lunz

The way humans are persuaded is fascinating. The ability to successfully persuade someone in today’s world is one of the most obtainable and important assets to have as a person. Cultures have been swallowed by the concept of advertisement. Everyday humans are affected by and make decisions because of persuasion, yet persuasion can be broken down into three simple categories: ethos, pathos and logos. If done well, advertisers can use these strategies to their advantage to persuade potential customers. Advertisements have one objective: to sell a product or an idea. As times have changed, so have the contents of ads. Companies and corporations spend billions of dollars in hopes to successfully persuade their audience. “The Switch” by Nike efficiently uses ethos and pathos within their ad to persuade the viewer to buy their product.

If it has been identified that the central route of persuasion on an audience is necessary due to high relevance to the persuasive message, this gives the persuader a framework to begin crafting a strong argument. Since relevance is what captures the audience’s attention, the persuader must exploit this. For example, if the persuader is attempting to sell a car to an individual the the use of the central route, and the potential buyer has been categorized as one that clearly understands the relevance of the purchase, the persuader should do his or her best to make their product seem the most relevant to the customer. The seller may do this by asking the customer to visualize how happy they will be in their new car. This can also be done by highlighting the features of the car that are most applicable to the customer’s concerns (safety, high gas mileage, etc). These methods will invite the receiver to become more involved with the target of persuasion. All of these ways utilize the customer’s judgment of high relevance to the situation to construct a strong argument.

A very prominent topic in the discourse of each unit for this course revolved in the question of unethical persuasion and how unethical persuasion is used to persuade consumers in less than auspicious ways. In the mediated world that we currently live in it is important to know and understand when someone is attempting to persuade you and whether or not that persuasion is moral or not. In Persuasion in Today’s World Charles U. Larson examines persuasion and why it is important that we train ourselves to become responsible receivers of persuasion. (Larson, pg.5, 2010) Larson does this by first explaining that the average American is exposed to over 5000 persuasive messages a day. This paper will talk about some of the most used persuasive methods

Marketing is about making a premium and buzz around an item/benefit keeping in mind the end goal to expand deals, yet now advertisers are utilizing neuroscience as an approach to target particular gatherings. Customary marketing has constantly centered around the conscious mind by approaching customers about their purchasing encounters and adverts. This exploration will dependably be imperative yet there is a farthest point to how much understanding it can offer.

In the past persuasion has had a place in sales and marketing. Attempting to use persuasive techniques in other areas of business could have been deemed as devious or manipulative. However, certain aspects of how we do business and conduct ourselves has changed over the years. Although the fundamental purpose as to why we do business is still the same how we get to the end goal is not.

Big businesses are the basis of the American economy, providing millions of products to consumers from all sides of the economic spectrum. In an effort to push for new products into the market, as well as reeling in strong consumer foundations, marketing, in its most primal form, becomes the basis of persuasion. Commercials, Internet advertisements, billboards, and various other forms of visual presentation become the premise for consumer attraction. Albeit, this visual influence can have both negative and positive connotations for the uninformed consumer. This primarily pertains to modern day society as marketing tactics are heavily relied on to influence the consumer base. To influence the consumer base, companies tackle human emotions to

Introduction There are two routes of persuasion, the central and the peripheral routes. The peripheral route of persuasion uses cues such as fear to will gain people’s attention. This route is not carefully thought about by the viewer. The central route of persuasion uses facts and requires the viewer to carefully think about the information. This study was conducted by Stage 2 Psychology researchers.

In Douglas Van Praet’s Unconscious Branding: How Neuroscience Can Empower (And Inspire) Marketing, the author attempts to lead the audience away from traditional marketing theory; he calls for the reader to leave behind the days where marketers trust what focus groups say, and delves deep into the subconscious to find what customers are truly after. Van Praet’s purpose for writing this text is to show that, “the lessons they (scientific insights) teach have revolutionary implications on how we do business at a time when economic improvement and better business models are so desperately needed” (XII). In the text, Van Praet argues the importance of neuroscience in marketing, and invites the reader to leave behind preconceived notions about marketing.

There are different key points that come into play when it comes to advertising; it’s not as easy as trying to get a person to buy something. For some, the main purpose of advertising is to raise awareness. Such reason requires companies to focus on vicinity, responsibility, research, emotion and persuasion. Moreover, “advertising must tap into emotion for greater effect – but that doesn’t mean it’s manipulative… it means it’s relevant [...] I’ve never seen an ad that forced me to click, but I have seen some ads that tapped directly into my needs that I clicked on” (Douglas Karr). In other words, advertising must be able to grab the attention of viewers in a way that it makes them feel a connection with what is being displayed in front of them. Advertising isn’t all about persuasion either, it also focuses on changing people’s minds and changing their perception about the products

Marketing and advertising play a major role in the promotion of companies and products in the United States. Consumers are constantly surrounded by advertisements by means of television and radio commercials, billboards, magazines, and even social media. But how exactly do companies appeal to their consumers? My topic explores the different strategies used to persuade everyday people to use a certain product or service. One of the biggest effective strategies used in advertising is by appealing to the audience’s emotions. I chose to analyze two different sources for my research. The first source is called Emotional Moneymaker: Why Advertisers Need to Appeal to Emotions, and it talks about emotion-based

The statements made by Keys in concert with the findings of Vicary would appear to paint a very clear picture of subversive forces at work compelling the consumer to make purchasing decisions that are driven by inexplicable urges outside of their conscious realm. The scientific facts, however, indicate that much of the positions of Keys and Vicary are, at best, hyperbole. The president of the Psychological Corporation, Dr. Henry Link challenged Vicary to reproduce his findings in another study, but Vicary was not able to do this. (Adams) Since Vicary made his claims about projected messages, his claims have failed to stand up to scientific scrutiny. Research has shown that strong stimuli yields strong response, and the weaker stimuli produce the weakest responses. (Rogers, p. 15) Furthermore, Vicary admitted in 1962 interview with Advertiser Age magazine that the entire program had been nothing more than a gimmick. (Danzig) It is

The author summarizes that the marketer should not totally disregard motivational research, though it indeed is a misleading approach towards marketing since it strives to ascertain not the preferences of customers as it claims to do so, but to ascertain how to influence the preferences of customers so as to gain benefits. The creative aspect of such motivational research is to be banked upon by a marketer if he intends to utilize creative ideas for selling of a product, by focusing on what might motivate a customer to buy a product in the larger scheme of things, rather than based on how the customers already views the position of the firm in the market.

However, this does not prevent some companies and parties to advertise their products in one or more of those ways. There is always of question of how advertising manipulates people’s desires and the answer lies within the collocation of language and audio-visual impulses. A human brain can cognitively comprehend what is uttered through language. The language in its turn can include audiovisual imagery, which is the main thing that manipulates people into buying products. Words in advertising are carefully selected because the advertisers do not impose their advertisements on the potential customers as they might react to its message in a negative way. Advertisers use something called illocution, the main objective of which is to persuade the consumer in such a way that they eventually buy their product. The illocutionary acts can be of the following types: assertives, commissives, directives, expressives and many others. As Van Dijk (2001: 352) states advertisers control the context first and decide what is going to be launched and advertised, when, how and to whom. The following paragraph will reveal various, most important mechanisms which advertisers use to manipulate by means of persuasion.

Martin Lindstrom’s Buyology follows the largest neuromarketing study ever conducted. Lindstrom explores the theme of marketers rising control over consumers. He believes neuro-marketing will ultimately increase the knowledge of what drives consumption. Lindstrom defines Buyology as, “the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives.” His research is an attempt to discover what captures our interest as consumers. While it was a three-year, $7 million research study, there are still some who question its findings. The article Ad Experts Not So Quick to Buy Into ‘Buyology” by Marissa Miley raise questions about the processes and findings of the

Grado de afinidad entre el receptor y las ideas ofrecidas sobre el producto en el mensaje.