Principles of Persuasion in Commercials Essay -- Advertising Marketing

Principles of Persuasion "higher involvement with a publication leads to more favorable perceptions of embedded ads, and higher levels of advertising persuasion" (Tipps 2000) Every day, consumers are exposed to no less than 1000 commercial messages (Meyers-Levy & Malaviya 1999). Of all the different techniques and strategies that try to make an advertisement most effective there is an underlying principle – persuasion. The whole point of any marketing ploy is to get the audiences attention and then change the mind to believe that their product or service is the best. There are a variety of different mediums in which consumers are exposed to advertisements: television, radio, magazines, newspapers, billboards, and public transportation. In all types of media, persuasion is used; yet there is not one theory that can establish a single hypothesis as to the direct route a message takes to make a favourable judgement. In order to have a holistic knowledge about the psychology behind persuasion, seven main theories of persuasion will be examined. The Cognitive-Response Model explains that the persuasion process takes place when a person reflects on the content of the message and has cognitive responses to the message. Cognitive responses are thoughts that develop while the process of elaborating on the message occur. Cognitive responses can be relating the message, to other messages previously exposed to or already existing knowledge of that product of service that is trying to be sold (Meyers-Levy & Malaviya 1999). This suggests then that persuasion happens when cognitive responses are favourable to the message. The proposition of the Dual-Process Model is that there is more than one means... ...signing Persuasive Messages: Deductions from the Resource Matching Hypothesis. Cognitive and Affective Responses to Advertising, 135-59. Gilbert, Daniel T. (1991) How Mental Systems Believe. American Psychologist, 46, 107-19. Gresko, Kennedy, Lesniak. (2000) Social Psychological Factors Underlying the Impact of Advertising. "www.csa.com/htbin/ids52/pocskel.cgi". Krugman, et al. (1994). Advertising: It's Role in Modern Marketing. United States of America: The Dryden Press. Meyers-Levy, J., Malaviya, P. (1999). Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories. Journal of Marketing Special Issues, 63, 45-60. Tipps, Steven W. (2000). Dissertation Abstracts International Section A: Humanities & Social Sciences, 60, 3737. Principles of Persuasion in Commercials Essay -- Advertising Marketing Principles of Persuasion "higher involvement with a publication leads to more favorable perceptions of embedded ads, and higher levels of advertising persuasion" (Tipps 2000) Every day, consumers are exposed to no less than 1000 commercial messages (Meyers-Levy & Malaviya 1999). Of all the different techniques and strategies that try to make an advertisement most effective there is an underlying principle – persuasion. The whole point of any marketing ploy is to get the audiences attention and then change the mind to believe that their product or service is the best. There are a variety of different mediums in which consumers are exposed to advertisements: television, radio, magazines, newspapers, billboards, and public transportation. In all types of media, persuasion is used; yet there is not one theory that can establish a single hypothesis as to the direct route a message takes to make a favourable judgement. In order to have a holistic knowledge about the psychology behind persuasion, seven main theories of persuasion will be examined. The Cognitive-Response Model explains that the persuasion process takes place when a person reflects on the content of the message and has cognitive responses to the message. Cognitive responses are thoughts that develop while the process of elaborating on the message occur. Cognitive responses can be relating the message, to other messages previously exposed to or already existing knowledge of that product of service that is trying to be sold (Meyers-Levy & Malaviya 1999). This suggests then that persuasion happens when cognitive responses are favourable to the message. The proposition of the Dual-Process Model is that there is more than one means... ...signing Persuasive Messages: Deductions from the Resource Matching Hypothesis. Cognitive and Affective Responses to Advertising, 135-59. Gilbert, Daniel T. (1991) How Mental Systems Believe. American Psychologist, 46, 107-19. Gresko, Kennedy, Lesniak. (2000) Social Psychological Factors Underlying the Impact of Advertising. "www.csa.com/htbin/ids52/pocskel.cgi". Krugman, et al. (1994). Advertising: It's Role in Modern Marketing. United States of America: The Dryden Press. Meyers-Levy, J., Malaviya, P. (1999). Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories. Journal of Marketing Special Issues, 63, 45-60. Tipps, Steven W. (2000). Dissertation Abstracts International Section A: Humanities & Social Sciences, 60, 3737.