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Evidence-based advertising - An application to
persuasion |
This paper is concerned with only one aspect of
advertising – that being persuasion. The author uses a
broad common-sense definition of persuasive advertising:
it is the attempt to use primarily one-way communication
to influence attitudes and beliefs. And by influence, he
means to either change or maintain attitudes and
behaviour.
He made a key assumption about evidence-based
advertising: advertisers who have access to
understandable evidence-based knowledge should be able
to produce more persuasive advertising than they would
without this knowledge. There are two reasons for this.
First, creativity can be greatly enhanced by providing a
large variety of persuasive techniques that can be
considered in a given situation. And second, the ability
of people to evaluate ads can be greatly enhanced if
they use a structured approach for evaluating the extent
to which ads conform to evidence-based principles for
persuasion. pdf 2011 |
