Persuasion In Advertising Essay

The use of effective persuasion techniques will not only the marketing and sales personnel to make more sales and meet the targets but also enable them to have an edge over the competitive environment. So of the techniques used in the commercial video from state farm insurance company on one hand show an effective means of communicating to convince the audience while on the other hand, the video is too complex to comprehend for an a normal and uneducated citizen. Here are some of the effective persuasion techniques that have been used in the commercial to reach out and convince their target audience to use and stick to the company’s insurance services. Moreover, these techniques are aimed at making the incumbent customers to become more loyal to State Farm insurance. According to Petty, Richard and Cacioppo (1984), there are two routes effective persuasion no matter the kind of media used to deliver the message to the audience. First, one can persuade effectively by building a central argument(s) in the message. Secondly, the persuader can effectively deliver the message to his or her target audience by trying to appeal to the audience by associating the message with what they can accept favorably. Usually, the favorable peripheral cues in the message lures the

Persuasion is a very strong technique that is used by many throughout history to form some of the greatest works of literature. Ethos, pathos, and logos are the three forms of persuasion. In 2008 a man by the name of Barack Obama created his Victory Speech after a very hard fought campaign. He utilizes the three modes of persuasion to create his very persuasive speech. Persuasion is one of the most crucial strengths to any speaker, especially when applying ethos, pathos, and logos just as Barack Obama did in his 2008 Victory Speech.

The power of persuasion can be very important and highly useful in teaching. Cialdini (2007) argues that there are 6 basic principles to persuasion and influencing people. These are reciprocity, commitment, social proof, authority, scarcity and liking. These principles are used in the service industry such as in businesses and marketing (Cialdini & Goldstein, 2002). The Yale approach claims that effective persuasion depends on three factors, who the persuader is, the type of communication used, and who is being persuaded (Riley, Hovland, Janis

“As we explore persuasion, we can divide the persuasive communication into three parts: the communicator, the message, and the audience. First, we will deal with what characteristics of persuaders make people more likely to be persuaded. Next, we will think about characteristics of the message that lead people to change. Finally, we will explore what characteristics of the audience can lead them to be persuaded.” (Feenstra, 2011, p. 88) For your assignment this week, provide an in-depth analysis of the three parts of persuasion. Please reference the bullet points below to complete your assignment.

Persuasion is used in many different ways. Writers use ethos, an appeal to character, logos, an appeal to logic, and pathos, an appeal to emotion. Anna Quindlen, the author of “Evan’s Two Moms,” uses pathos to get the audience to support equal rights marriage for same-sex couples.

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.

In my everyday life I use persuasion to effect change in a person’s beliefs, attitudes, intentions and behaviors. I use persuasion to influence others around me either if it is in a work setting, a social interaction or giving a public speech. The ability to convey information, feelings or reason is a very useful tool in the pursuit of my own personal gain. While attending a Surf Riders meeting, a non-profit organization to clean our beaches, I gave a persuasive speech on why it was important to join and participate our party. I spoke at a Mothers against Drunk Driving (MADD) class to help people understand the severity of the crime.

xiv). Dictionary.com defines “persuade” as an attempt to “induce belief by appealing to reason or understanding; convince.” Where there is an attempt to communicate ideas, there is persuasion. Marketers, who live by the credo “know your audience”, attempt to convince the public to consume their products. An artist attempts to evoke a particular emotional response with his or her artwork. Scientists present theories and defend their research with data in an effort to establish their findings as true. In everyday life, we consciously or otherwise attempt to persuade others how to view us through our language choices, wardrobe, and even posture. The way I dress for school, for example, differs dramatically from the way I dress for work or a formal event. My casual dress at school attempts to convey that, despite my being twenty years their senior, I am just like any other college student. The type of suit I wear to a business meaning signals to the audience my position and authority within an organization. As a manager, I tend toward the more conservative. In situations where I represent a creative team, I may choose to follow current fashion

The final and most important reason to study persuasion is to be able to tell what ethical and unethical persuasion is. Some of the most used examples of unethical ways to use persuasion are doublespeak, manipulation, and emotional branding or pathos. Each of which explains some form of unethical persuasion. In the class we discussed unethical persuasion in television commercials and political debates and how distributors circulate persuasive messages to their audiences. At this point much like caricatures drawn in renaissance paintings have become commodities so have political

Trust is another factor in persuasion; people are more likely to be convinced if they trust that person. The environment where the issue is being addressed can also intensify the probability of persuasion. There is different tactics in railing people to believe a certain message or argument. Some persuasive communicators use them all. One tactic is called the emotional appeal.

That’s an entirely different discussion, though. As I said above the key to persuasion is figuring out which lever to pull in order to get a person to alter their behavior in your favor. Typically this is associated with getting a person to view you favorably which increases the likely hood of them changing positions in your favor. Compliments, flirting, being helpful, being polite, giving attention and many other actions can be used to gain a favorable opinion. An example that springs to mind is the age-old cliché of a woman getting out of a traffic citation by batting her eyes and being flirty with a male officer.

The science behind advertising is something that is carefully crafted and a lot of thought research goes into it. When a company is trying to promote their product they have to come up with an ad that sticks out and catches your attention long enough for you to consider buying their product. One big factor they have to consider is who is the audience in particular they are trying to lure in. For example, if a sports drink company was trying to appeal to boys they would probably show boys playing something like football tackling each other and getting muddy because football is considered a male dominant sport and getting dirty and being tuff is just what is generally thought of when it comes to boys

The viewer sits on the couch, nestled inside a cozy, warm blanket with a large bowl of buttery and salty popcorn on his lap. His heart starts racing as the movie reaches its climax. Just as his lungs stop breathing and his eyes grow wide with fascination, the channel changes to an old advertisement that he’s seen a thousand times. Ads like that one appeal to the three main techniques that have subliminal messages to viewers. These different techniques have proven to be effective with television watchers. Advertisers use these three techniques to target a certain audience.

Advertising has become an integral part of our society. In the world of advertising, many tactics and strategies are used to lure consumers into purchasing a product or delivering a message. Producers try various ways to attract people’s attention, and persuasive advertising is one of the many methods they use to promote ideas that can earn them consumers’ trust and loyalty as well as to advertise for their products. In persuasive advertising, advertisers try to apply the appropriate use of persuasive tools to appeal to the consumer and get their message through. The BMW advertisement of texting and driving uses pathos, or the emotion of regret, and the use of this emotion is being applied effectively because regret is associated with all car accidents especially those due to texting and driving.

The central route to persuasion requires high efforts of processing which occurs through a complex structure, thus leads to longer lasting effects of persuasion. However, if an audience is lacking in motivation, in which they are not analytical or involved with the message they are more likely to take the peripheral route to persuasion. In this case, peripheral cues are used in which these cues trigger an acceptance of the messages thus leading to persuasion, which is usually a temporary effect [Myers et al 2016 p190-191].