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Persuasion Techniques in Avertising
Transcript of Persuasion Techniques in Avertising
By Jaslyn Mairs
psychology in advertising
The Two Routes To Persuasion
Appeal To Social Needs
High motivation and ability to think about the message
Lasting change that resists fading and counterattacks
Deep processing, focused on the quality of the message arguments
Low motivation or ability to think about the message
Temporary change that is susceptible to fading and counterattacks
Superficial processing focused on surface features such as the communicator's attractiveness or the number of arguments presented
Problem - solution technique
More persuasive techniques include:
'Just do it'
'Have a break'
'Because you're worth it'
"... a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice."
- Perloff, 2003
Appeal to social needs
Use of Loaded
We are exposed to over 3000 marketing messages per day
Psychological concepts of
to consumer behaviour
"the ultimate goal of persuasion is to convince the target to internalise the persuasive argument and adopt this new attitude as part of their core belief system"- Kendra Cherry
Salience - the psychological term for prominence in our thoughts
perception, memory, judgement and thinking
Changes relevant to external stimulus