Use of Persuasion in Advertising

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Use of Persuasion in Advertising
By Nikki Thompson
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A Few Facts

• By age 18, the average American teenager will
  have spent more time watching television, 25,000
  hours, than learning in the classroom.
• The average person sees between 400 and 600 ads
  per day that is 40 to 50 million by the time
  he/she is 60 years old.

(American Academy of Pediatrics)
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What is Persuasion?

• persuasion attempts to win the heart and mind of
  the target
• Thus, persuasion induces attitude or
  emotion-based change.

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Pathos/ Emotional Appeal
Experiences that trigger our emotions are saved
and consolidated in lasting memory because the
emotions generated by the experiences signal our
brains that the experiences are important to
remember.
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Pathos/ Emotional Appeal Continued
Successful use of emotional appeals limit the
number of exposures required for audiences to
understand, learn, and respond to the
advertisements. People may only need to see
emotionally compelling scenes once and they will
remember those scenes for a lifetime.
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Examples of Persuasion used in Advertising
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Any Questions?