Advertising seeks to get attention.
The goal of all advertising is persuasion. Advertisements are designed to make people take some kind of action, whether it is to buy a product or vote for a politician. Advertising campaigns also seek to persuade people to be loyal to one brand so they become a repeat customer. Every advertisement employs some technique to try to persuade people to believe or act in a certain way. Some persuasive techniques are subtle, while others are direct.
Appearance and Sex
One of the most common persuasive techniques in advertising is to try to associate a product or idea with beautiful people and sexuality. Sex is an undeniable attention-getter, and an advertisement that creates a connection between a product and images of attractive sexuality has a strong persuasive effect on consumers. Convincing people that a certain product will increase their sexuality is one of the most commonly employed persuasive methods.
Similarity
People like to buy from those with whom they feel a similarity or kinship. This comes in many advertising forms, such as associating a product with family values, an elite group or positioning for "ordinary people." A powerful persuasive advertising technique is an advertisement that makes someone feel a product is a perfect fit for the way she perceives herself.
Indirect Persuasion
Indirect persuasion uses transfer and diversion as advertising techniques that persuade by creating an association between a situation and product where there is in fact no direct relationship. For example, an advertisement for a particular clothing detergent may attempt to create the idea that family life will be blissful if their product is used. This is indirectly implied because there is in fact no real connection. In this method, the advertisement is contrived so consumers can readily make this connection on their own.
Testimonial
Testimonials use both famous people and a generalization of "ordinary folks" to persuade through advertisements. Product endorsements from well-known people create interest and trust. When everyday people claim that a product has value, it creates a sense of credibility and proof that a product is worth purchasing.
Informational Advertising
Informational advertising persuades by framing the advertisement as a source of valid information. Figures and statistics are used, and professional testimonials are included to create credibility. In some cases, the information may have real value and answer specific questions while introducing a product or service. In other examples, however, it is a way to hide the advertisement with the view that it is more persuasive veiled as a different form of media, such as a news article.
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