Theories of Persuasion in Advertising to Increase Positive Impact on the Recipient

Document Type : Original Article

Authors

1 Bachelor of the Higher Institute of Applied Arts - Teaching Assistant in the Department of Graphics and Advertising Arts - Higher Institute of Applied Arts - 6th of October City

2 Professor of Design, Advertising Department, Faculty of Applied Arts, Helwan University

3 Lecturer, Advertising Department, Faculty of Applied Arts, Helwan University

Abstract

Advertising is a form of visual communication between the advertiser (the sender of the advertising message) and the recipient to whom the message is directed. This message carries the task of persuading the recipient and encouraging them to acquire the product through the effectiveness of creative design, as it possesses elements that attract the recipient's attention. The creative design of the advertisement has features stemming from the designer's imagination and ideas, in addition to persuasive techniques and theories that help achieve this goal.

The research discusses persuasion theories and their role in influencing the recipient by first exploring the concept of persuasion. It then examines the persuasive methods that affect the recipient, such as psychological inducements and others. Following this, the research delves into the concept of the subconscious mind, its laws, and how to influence the recipient by using methods that affect their subconscious mind unconsciously. This includes understanding the concept of the unconscious, which helps in accessing the recipient's subconscious mind. The research also studies subliminal techniques and their impact on the recipient's subconscious mind. Additionally, it examines the factors of subliminal persuasive advertising, including simplicity, conciseness, and audience

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