Persuasion in Advertising

Persuasion in Advertising

Persuasion in Advertising

Persuasion in Advertising

Synopsis

Persuasion in Advertising seeks to explain how advertising works and sets out the strategies for advertizers to adopt for persuasion. Persuasion is often the core of the marketing task and effective advertizing is always persuasive advertizing; however, not all advertizing seeks to persuade. Drawing on empirical research, concepts and case examples from both the US and Europe, this book illustrates how theory is put into practice, offering readers a practical and in-depth guide to the art of advertizing persuasion.

Excerpt

Effective advertising is, almost always, persuasive advertising; and advertising that does not seek to persuade (relying, for example, on attention getting or repeated exposure effects alone) is really missing an opportunity. In a competitive situation those who persuade best are those most likely to win. Persuasion is always important, even where the competition is inept. This book seeks to explain how advertising persuades, and sets out the strategies for advertisers to adopt. Its specifc contribution is to draw out the implications for marketing managers of research on persuasion done outside the field of marketing academe (for example, in social psychology, linguistics and sociology) but highly relevant to it and, as yet, almost invisible in the extant marketing literature.

This literature tends not to suggest an explanation of how advertising works, providing rules without a bedrock of understanding and offering nothing by way of explanatory theory. It does not make persuasion the main focus but concentrates on, for example, the management of advertising. Our argument is that persuasion is the most neglected area in advertising texts. We seek to remedy that literary deficiency with a more conceptual and theory-based approach. We draw on empirical research that is here, for the first time, incorporated in a marketing text.

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-e.g. the Petty/Cacioppo model (see p. 127)-but remaining at the applied level. Thus there are no books on persuasion that are tied specifically to advertising. Most texts on marketing deal implicitly with effective (read ‘persuasive’) advertising, but permeating many accounts is a general belief that we are not sure how advertising works. This book explains how, by analysing persuasion in detail and then discussing strategies tied to these analyses.

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.