Scribd
Upload
89 views

Tools of Persuasion in Advertising

Advertising uses tools of persuasion to convince consumers to buy products. These tools include repetition to help people remember messages, repetition-break which uses repetition followed by a break to capture attention, humor to make ads memorable, shock to grab attention through jarring images, and other tools like romantic imagery and celebrity endorsements. Small businesses can use these persuasive advertising tools through traditional media channels and one-on-one settings to drive revenue and profit growth.

Uploaded by

Julieta amico
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
89 views

Tools of Persuasion in Advertising

Advertising uses tools of persuasion to convince consumers to buy products. These tools include repetition to help people remember messages, repetition-break which uses repetition followed by a break to capture attention, humor to make ads memorable, shock to grab attention through jarring images, and other tools like romantic imagery and celebrity endorsements. Small businesses can use these persuasive advertising tools through traditional media channels and one-on-one settings to drive revenue and profit growth.

Uploaded by

Julieta amico
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

What Are the Tools of Persuasion in

Advertising?
Advertising is a communication strategy designed to convince consumers to
buy a company's products. Persuasive communication involves getting
attention, generating interest, creating a desire for change and encouraging
action. Advertising is important for driving revenue and profit growth. Small
businesses can use persuasive advertising in one-on-one settings and through
traditional media channels, including print, television and the Internet.

Repetition
1. The repeated use of phrases and images can help people remember the
advertising messages and even accept them as truthful. For example, a
technology company could reinforce the message of productivity in its
commercials and a retailer could emphasize that its products provide
the best value. Catchy slogans are also useful because they can be
easily incorporated into short commercials and Internet banner ads.

Repetition-Break
1. The repetition-break tool consists of two or three repetitive sequences
followed by a break or a deviating event that is different from the other
sequences. For example, a pharmaceutical ad could show repetitive
sequences of virile men and women in different settings followed by a
graphic of the drug. The repetition creates an expectation of what is to
come and the break comes as a surprise, which captures attention and
generates interest. At the annual conference of the Cognitive Science
Society, University of Illinois at Urbana-Champaign professor Jeffrey
Loewenstein and colleagues cited research experiments showing that
television advertisements using the repetition-break tool are persuasive
and lead to higher purchase intentions than other forms of advertising.

Humor
1. If done properly, humor is an effective persuasive tool. Ambiguity, puns
and comedic situations can make an ad memorable. People tend to
remember things that make them smile, possibly leading to a purchase
decision. For example, people are likely to remember a soft drink ad
that has sketches of adorable polar bears drinking soft drinks while
sliding down a mountain. Humor is one part of advertising messages,
which usually include substantive messages, such as social
acceptance, old-age security and family relationships.

Shock
1. Shock advertising aims to grab the attention of the audience. Jarring
images and shocking text may also generate free media coverage,
increasing the effectiveness of the advertising campaign. Public
awareness ads against smoking and drugs often use shocking images
to convey important health and safety messages. However, shocks tend
to lose value through repeated exposure because viewers may start
ignoring the ads altogether.

Other Tools
1. Other persuasive advertising tools include romantic imagery, music,
stereotypes and celebrity endorsements. Product placements in
favorite television programs and movies may also have a persuasive
effect.

https://smallbusiness.chron.com/negative-effects-womens-advertisements-19326.html

You might also like