Animal In Advertising

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““Animal-vertising”-A theoretical study on view of using animal in advertisement to persuade Audience. Abstract Objective: Fundamental aim of this paper is to explain techniques of persuasion used in advertisement in which animals are depicted in a lead role, whereas the animals are no way related to products or services provided by the company. Approach: The techniques are recognized with the help of methodical review of different articles on advertisement, persuasion techniques and Anthropomorphism perception, linking and brand recall ability. These articles were identified from different electronic databases .The study work done is based on the handful of papers that have been carefully chosen out of suitability. Findings: Animal in advertisement…show more content…
The questions are as follows 1. Why animals used in advertisements for product /services not related to them. 2. Does use of animal in advertisement is effective or not? 3. Is customer more persuadable? Though the animals used in advertising products /services are not related to animal. 4. Does the advertisement persuade the buying behavior of customer too? In hypothesizing these problems into an exploration structure, it looked that many theory of persuasion would provide the most relevant and meaningful theoretical perspective about art of persuasion in advertisement. If we contemplate clearly, in most of the aspects of our life, we are persuaded by some or the other mean—relational, social, political, and economical. Therefore, we believe that how animals can also be used in advertisement to communicate messages to customer and these practices are essential for breathing in today’s advertising and media-blitzed…show more content…
21). O’Keefe (1990) argued that there are requirements for the sender, the means, and the recipient to consider something persuasive. Persuasion in Advertising: It is a kind of advertisement which efforts to influence a customer in favor of buying a particular good or service. Persuasive advertising is to increase the demand for product and persuasion in Advertising is highly competitive in nature when there are comparable products in the marketplace, and products are competing for their share of the market. Persuasion Techniques in Advertising Aristotle’s conception of rhetoric says there are three main elements of rhetoric appeal such as Ethos, Pathos and Logos which has many associated techniques of persuasion in it. Most of the advertisements practice all the three appeals to accomplish their goal. Table 1: Shows the rhetoric appeals; source: (Higgins & Walker, 2012) Appeal Meaning Examples of persuasive techniques Ethos an appeal to credibility or character • Similitude • Ingratiation • Deference •
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