Persuasion in Advertising

Consumers Persuasion

Persuasion Theory

Modes of Proof- Aristotle (Can be verbal or visual or both)

    1. Ethos- credibility (trust, competency, goodwill, dynamic, image) -> Brand credibility and personality
    2. Logos-reasonable to a given audience-> brand appeals may be based on audience needs & wants
    3. Pathos- appeals to emotions

Check what influences consumer decision making  

Identification- Kenneth Burke -The New Rhetoric

Maslow's Hieracrchy of Needs

42 appeals in advertising - by Pollay

 

Perception

In Search of Attention
Mediaedge Makes a Map of Consumers' Minds (Feb. 21, 2007)

 

Attitudes Towards a brand Daniel Muehling & Michelle McCann (Journal of Current Issues in Adv. -1993)
AdB is higher is the ad is credible. evokes positive feelings, uses humor, used relevant indirect appeals,
uses likable celebrities, useful but not boring information, and does not over use fear appeals.

 

Involvement-ELM (Elaboration likelihood model) by Petty & Cacioppo(1985)

highly involved consumers usually use a central route to process information

low involved consumers usually use a peripheral route

Elaboration Likelihood Model (ELM)

 

Learning Theory

Repetition

Reinforcement- Positive or Negative

Associations

Rituals- BBDO study (scroll down to the press release)