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Behind Advertising: The Language of Persuasion

Author

Listed:
  • Kenechukwu S. A
  • Ezekiel S Asemah
  • Leo O.N Edegoh

Abstract

Advertising is a force that makes it possible to sell more merchandise due to its persuasive nature. As a tool of marketing communication, advertising is the structured and composed, non-personal communication of information. It is usually paid for and usually persuasive in nature. The language of persuasion is employed for successful advertising campaign thereby, boosting patronage of idea, product or service. The persuasive nature of advertising however, has generated criticisms and controversies. Advertising has been vigorously attacked on the ground that it is unnecessary and wasteful and that through it, people are induced to buy worthless products. It is further argued by the objectors that much advertising is misleading and untruthful. Thus, this paper examines how consumers can be persuaded to patronise goods and services advertised.

Suggested Citation

  • Kenechukwu S. A & Ezekiel S Asemah & Leo O.N Edegoh, 2013. "Behind Advertising: The Language of Persuasion," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(4), pages 951-959.
  • Handle: RePEc:asi:ijoass:v:3:y:2013:i:4:p:951-959:id:2468
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    Cited by:

    1. Deyou Yu & Licong Xu & Kaixing Fu & Xia Liu & Shanli Wang & Minghua Wu & Wangyang Lu & Chunyu Lv & Jinming Luo, 2024. "Electronic structure modulation of iron sites with fluorine coordination enables ultra-effective H2O2 activation," Nature Communications, Nature, vol. 15(1), pages 1-12, December.
    2. Annye Braca & Pierpaolo Dondio, 2023. "Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design," Italian Journal of Marketing, Springer, vol. 2023(3), pages 369-412, September.

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