PERSUASIVE TECHNIQUES IN ADVERTISING

Abstract

Purpose. While the three basic models of communication include information, persuasion, and dialogue, advertising focuses on persuasion rather than on information or dialogue, which fits the pattern of global communication aiming at persuading, manipulating, and seducing, advertising seems to benefit from the main ways of persuading, but the share of each of them is still unknown. Approach. This research paper defines, explains, and illustrates twenty persuasive advertising techniques (PAT) to finally classify them depending on the main way of persuading (logos, ethos, and pathos). Findings. The study shows that logos and pathos – both involved in persuasion through rationality and emotions – are best represented than ethos by persuasive techniques. This means that the persuasive advertisement is more important than the speaker (manufacturer, advertiser) himself. Research limitations. The limitations of the research concern the size of the sample of advertisements analysed. Future studies should explore advertisements from the perspective of the type of product / service, of the cultural area of the advertisements, of the demographics of people involved in surveys on advertisements, etc. Practical implications. This study brings strategic insights into how to use persuasive techniques in advertising in a business context.