PERSUASIVE COMMUNICATION IN ADVERTISEMENTS
Abstract
This article discusses persuasive communication, its importance and application in advertising. In particular, the concepts of persuasion and persuasive communication are studied based on existing scientific sources. In expressing the concept of persuasive communication and its process, the general communication process model, its main elements and components are considered separately. Also, within the framework of persuasive communication, learning, dissonance-attribute, and low-involvement hierarchies are covered from the perspective of their application in advertising.
Keywords:
advertising persuasive communication rhetoric communication process reaction feedback hierarchy of influenceReferences
Aristotel, (1978). Ritorika. (Çev. N. Platonova). Antichnniye ritoriki. Moskva.
Aristoteles, (2013). Retorik (11. Baskı). (Çev. Mehmet H. Doğan). İstanbul: Yapı Kredi Yayınları.
Belch, G. E. and Belch, M. A. (2018). Advertising and promotion. An integrated marketing communications perspective (11th ed.). Boston: McGraw-Hill.
Bettinghaus, E. P., Cody, M. J. (1994). Persuasive communication. (5th ed.). Wadsworth Thomson Learning.
Clow, Kenneth E., Baack, Donald (2018). Integrated advertising, promotion & marketing communications (Eighth Edition). Pearson.
Fiske, John (1990). Introduction to communication studies (2nd edition). Routledge. Fleiss J.L. (1981). Statistical methods for rates and proportions (2nd ed). New York, NY: John Wiley & Sons Inc.
Fogg, B. J. (2003). Persuasive technology: Using computers to change what we think and do. Amsterdam, London: Morgan Kaufmann Publishers.
Gulevich O. A., Sariyeva I. R. (2015). Sotsial'naya psikhologiya. Uchebnik i praktikum dlya akademicheskogo bakalavriata. Moskva: Yurayt.
Lakhani, D. (2005). Persuasion: The art of getting what you want. Hoboken, N.J.: John Wiley & Sons
Miller, G.R. (2002). On being persuaded: Some basic distinctions. In Dillard, J.P., Pfau, M (Eds.), The persuasion handbook: Developments in theory and practice. Thousand Oaks, CA: Sage Publications.
Moriarty, S. E., Mitchell, N., & Wells, W. (2012). Advertising & IMC: Principles & practice (9th ed.). Boston: Prentice Hall.
Mukherjee, Ashesh & Lee, Seung Yun (2016). Scarcity appeals in advertising: The moderating role of expectation of scarcity. Journal of Advertising, 45(2), 256-268, doi: 10.1080/00913367.2015.1130666
Panasyuk A. Yu. (2007). Psikhologiya ritoriki: Teoriya i praktika ubejdayushego vozdeystviya. Sovremenniye psikhotekhnologii. Rostov-na-Donu: Feniks.
Perloff, R. M. (2017). The dynamics of persuasion: Communication and attitudes in the 21st century (Sixth Edition). New York: Routledge Taylor & Francis Group.
Prayag, Girish & Isabella Soscia (2016). Guilt-decreasing marketing appeals: The efficacy of vacation advertising on Chinese tourists. Journal of Travel & Tourism Marketing, 33(4), 551-565, doi: 10.1080/10548408.2015.1065214.
Sadeghi, M., Fakharyan, M., Dadkhah, R., Khodadadian, M. R., Vosta, S. N., and Jafari, M., (2015). Investigating the effect of rational and emotional advertising appeals of hamrahe aval mobile operator on attitude towards advertising and brand attitude (Case study: Student users of mobile in the area of Tehran). International Journal of Asian Social Science, 5(4), 233-244 doi: 10.18488/journal.1/2015.5.4/1.4.233.244
Şahin, Emine (2014). Cinsel çekicilik içeren televizyon reklamları ve markaya yönelik tutum oluşmasında kültürel farklılıkların rolü (Doktora tezi). Selçuk Üniversitesi, Konya. YÖK Ulusal Tez Merkezi veri tabanından elde edildi (Tez no: 377798).
Saleem, S., Larimo, J. A., Ummik, K. and Kuusik, A. (2015). Cultural and paradoxical values in advertising in Eastern Europe: Evidence from Estonia. Baltic Journal of Management, 10(3), 313-330.
Samson, L. (2018). The effectiveness of using sexual appeals in advertising: Memory for sexual and nonsexual visual content across genders. Journal of Media Psychology, 30(4), 184–195, doi: 10.1027/1864-1105/a000194.
Santana, Josefa D. Martín, Lara, Pedro Reinares and Lara, Eva Reinares (2015). Effectiveness of advertising formats in television. International Journal of Internet Marketing and Advertising (IJIMA), 9(2), 85-102.
Shimp, T. A., & Andrews, J. C. (2013). Advertising, promotion, and other aspects of integrated marketing communications (9th ed.). Mason Ohio: South-Western Cengage Learning.
Tutar, H. (2014). Sosyal psikoloji. Kavramlar ve Kuramlar (2. Baskı). Ankara: Seçkin Yayıncılık.
Zimbardo, P. G., Leippe, M. R. (2001). Sot︠s︡ialʹnoe vliyanie (The psychology of attitude change and social influence) (Çev. Malʹgina, N., & Fedorov, A.). Mastera psikhologii. Sankt-Peterburg: Piter.
