Persuasive Advertising: The Influence Of Effective Advertising

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Effective advertising is, almost always, persuasive advertising; and advertising that does not seek to persuade is really missing an opportunity. In a competitive environment those who persuade best are those most likely to win. Persuasion is always important, even where the competition is inept. Persuasion is the most neglected area in advertising texts. The extant literature of advertising seems to focus almost exclusively on the functional areas, such as the construction of a campaign, media buying, budgeting, testing and measurement, analysis of famous campaigns and the ideas of eminent copywriters. It is, abundantly, a technical-professional literature, possibly discussing some psychological concepts at the margin –but remaining at the…show more content…
However, it is not a sufficient condition since much depends on the persuasiveness of what is conveyed. Yet, achieving visibility is crucial and much creativity is being exercised on doing so. Medtronic in the United States has promoted its device for relieving incontinence by prominently displaying its slogan in restrooms ‘Bladder control problems shouldn’t control your life. You should.’ For many advertisers, attention getting has become the focus of importance, so persuasive content is hardly considered, on the assumption that visibility via repeated exposure effect is all that is needed. While it is true that with repeated exposure comes familiarity, and with familiarity usually comes increased liking, this level of advertising expenditure assumes deep pockets, and also that the increased liking is sufficient in itself to trigger a preference. On occasion the need to get attention leads to the adoption of ‘shock’…show more content…
Although persuasion is a way of influencing, all ways of influencing are not persuasion. People can influence the beliefs, values, wants or actions of others without making any deliberate attempt to do so. Thus a celebrity influences others by acting as a role model without consciously being aware of doing so. We can even influence others to act in ways that are detrimental to our interests as when we cause them to hate us. Persuasion, in contrast, deliberately aims to mould beliefs, values and actions in a direction favoured by the persuader. The word ‘influence’, on the other hand, does not carry the notion of intended effort directed at changing

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