Persuasive Advertising dissertation

Download this dissertation in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from dissertation:

Persuasion Theories in Advertisement

Persuasion theories

O'Malley gives four frameworks, which advertising appeal can be designed. They include persuasion oriented, sales oriented, salience oriented, and involvement oriented similar to Halls framework. The framework starts with brand awareness by customers, to make them recognize or recall a brand to keep them aware (Knowledge Marketing, 2012, p 100). Salience involves differentiation of the brand with others; then the product trial is promoted by encouraging consumers to start using the brand. To achieve a relative positioning against the competition within a category, competitive brands are compared to their brand. The consumer negative perceptions are then changed in brand re-evaluation. Informal content is then provided to eliminate perceived risk of purchase. At this point, the target audience is encouraged to participate and engage in the advertising activities (Blythe and Zimmerman, 2005, p 223). When the audience is encouraged, appealing, and transformational needs is communicated to reach the emotional needs of the target audience. Flexibility is the last stage where the advertising content is varied without changing the consistence of the message (Dahlen, 2010, p 300; Weitz and Vensley, 2002, p 299).

O'Malley argues that transparency is essential to a client but sometimes it may not be sufficient. At times, a client's interest may lie on seeing a fact, or a set of facts. He argues that where a client's culpability is low the best strategy can be the path of accuracy, truth, integrity and honesty. He also argues that one should be selective in the information to be given to the public; there should be selective presentation of information and practice secrecy to further the clients' interests (Marlin, 2002, p 187). During the persuasion stage, people develop negative or positive attitudes. This comes from having the mental knowledge and trying to apply to situations. It is a thought process people go through, and it helps them in formulating perception of the innovation, or it is like trying the innovation. Once people have knowledge of innovation and have developed an attitude towards it, they are in a decision-making position of using it or not. This stage people engage in activities that adopt or reject the innovation, and this is similar to trans- theoretical model. If trial results are positive, it means innovation will be integrated into the individual's lifestyle (Bly, 1998, p 8).


Hall (1992) suggests four frameworks that can be used in advertising. Persuasion is one of the frameworks which aim at moving buyers through a sequence of steps. It involves sales which pass messages of the shift of product and makes the consumers respond directly to the advertisement. The framework also involves salience and involvement, where they are involved in an emotional response and salience where there is a conspicuous presentation. The heightened appreciation model helps to determine an advertising strategy, and suggests that by using consumer research to identify key products and link them to a brand. The consumer is able to associate with attributes of the brand similar to O'Malley theory (Wood, 2006, p 6). Prue's model suggests that advertising from a consumer's perception helps in customer appreciation. The theory suggests that Interest is stimulated by brand recognition, and persuasive communication makes an impact that eventually changes the customer perceptions of the brand, and attributes are also changed.

Other theories

Hovland Janis and Kelly, have a theory called cognitive responses, with the notion that persuasion is dependent on the extent to which message recipients learn. They also believe that the level of persuasion depends on ideas conveyed and beliefs about the ideas. This view is rejected by information-processing perspective spawned theory. Cognitive response theory is the process where people relate message content to other material and compare through a cognitive response. This theory helps us to understand the process through which we can mediate persuasion. It also helps us to see why sometimes people are persuaded without any relevant message content.

Resource matching theory considers both a supply of cognitive resources that a message requires for it to be thoroughly processed. The theory implies that persuasion is a function of commensurability between supply and demand for cognitive resources. Beisecker and Person (1972) view persuasion as an attitude change, they say that persuasion is the modification of ones attitude through exposure to information (Meyer and Malaviya, 2006, p 45).…[continue]

Cite This Dissertation:

"Persuasive Advertising" (2012, August 25) Retrieved October 27, 2016, from

"Persuasive Advertising" 25 August 2012. Web.27 October. 2016. <>

"Persuasive Advertising", 25 August 2012, Accessed.27 October. 2016,

Other Documents Pertaining To This Topic

  • Advertising and Functions and Objectives

    The same can also be said of corporate organisation that has in their possession accumulated research capacity which enables it to deliver unique products and services from its competitors. 1.2.7 To increase market share. Advertising can also be used to increase the market share of an organisation resulting from the acceptance of the products but the consumer and subsequent recognition of the brand. 1.3 FUNCTIONS OF ADVERTISEMENT Advertising as a promotional mix element

  • Advertising Is Essentially a Negative Influence on

    Advertising is Essentially a Negative Influence on Society: Generally, advertising has been part of economies across the globe since the commencement of trade as merchants have primarily sorted out the benefits of their goods in the marketplace. Some of the most common advertising means that were present in ancient advertisement include shop signs and broadsides in posts, walls, or trees. Since then advertising has continued to grow and develop to an

  • Advertising Information Manipulation Advertising Is an Important

    Advertising Information Manipulation? Advertising is an important part of commerce the world over. The scope and the reach of advertising have undergone vast changes from bill boards to internet advertising and marketing. Everything is being advertised these days. Does this create mere information that is neutral, or does this inform and also manipulate? For example, if an advertisement for soap is endorsed by a celebrity- is that type of advertisement manipulation

  • Advertising Ad Analysis Undifferentiated and

    ..While older children and adults understand the inherent bias of advertising, younger children do not, and therefore tend to interpret commercial claims and appeals as accurate and truthful information," said psychologist Dale Kunkel, Ph.D., Professor of Communication at the University of California at Santa Barbara and senior author of the task force's scientific report. (Kunkel,, 2004) The Lego ads, when seen by younger children who "do not understand persuasive intent

  • Managing Advertising Sales Promotion Public Relation and Direct Marketing...

    Managing Advertising, Sales Promotion, Public Relation and Direct Marketing Hundreds of theories exist that examine, outline, define and analyze the best methods for managing advertising, sales promotion, public relations and direct marketing campaigns. Slick advertising agencies offer manufacturers and retailers a variety of tools that do in fact support the advertising and sales promotion process. The primary key element however, that is common among all of these areas, and the one

  • Marketing Terms Advertising A

    Integrated direct marketing -- a strategy that incorporates several different media or messaging channels around a common message, much like Disney's use of this technique to promote their movies and DVDs in conjunction with their amusement parks and stores. Internet (the Net) -- a global network of system connections running on the TCP/IP protocol that has millions of websites that when taken together form the Internet. Marketing Web site -- a website

  • Advertising and Word of Mouth

    (Snyder & DeBono quoted in Kjeldal 2003, Introduction section, ¶ 6). The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system. 2. Decision Making Process Theories Dr. Bonnie Halpern-Felsher (2009), an Associate Professor at

Read Full Dissertation
Copyright 2016 . All Rights Reserved