Linkage between Persuasion principles and Advertising

Abstract

The study attempted to highlight the link between the concept of persuasion and advertising. Some theories of persuasive advertising were reviewed and discuss. Across those theories, there are important overlaps as well as differences. However, it is important to note that persuasive advertising does not actually state that if the consumer uses a given product, the effect illustrated in the advertising will automatically take place. The idea is to convey the perception that there is a good chance that the consumer will experience some type of benefit that is similar to what is portrayed in the print ad or the television commercial.

Key words: persuasion, advertising, attitudes, communication