Essay On Persuasion In Advertising

The television promotes the purchase of goods through advertisements. American’s spend an average of 30 hours watching television per week (pg. 109). Within that range, people are exposed to enormous amounts of advertisements. These advertisements influence widespread consumptions of merchandise. In order to demonstrate persuasion in media, I chose four advertisements that portray methods of different persuasions. These ads maximize persuasive impact through peripheral route persuasion, emotional, vivid, size discrepancy, credibility, and prior experience persuasion. The first advertisement “Esurance: An Allstate Company” applied credibility, increased size of discrepancy, and trustworthiness to persuade the general audience. The advertisement started with a customer walking towards the pharmacy counter. The customer realized that her usual pharmacist was not at the cashier. She requested for her previous pharmacist, but the new pharmacist reassured her that he is as experienced as the old pharmacist is. The previous pharmacist possessed a great deal of credibility …show more content…
This advertisement portrayed a boy playing with dinosaurs while his dad set next to him. He asked his dad what would happen if a dinosaur ate off his head, and who will take care of the family. The boy used a figurine and a dinosaur to demonstrate the scene. The figurine was meant to be his dad who was eaten by the dinosaur. This created a fearful image in the dads head, but then the dad reassured his son that nothing would happen to them because Allianz Life Insurance would take care of them. This used vivid information because it stimulates a horrible image about the circumstance of his family if he wasn’t present. Vivid Information states that the more the vivid examples are, the greater their persuasive powers (pg. 92). The fear of not taking care of his family persuaded him to get Allianz Life