Research on Persuasive Techniques Used in Advertising Industry

12270 Words Dec 28th, 2012 50 Pages
Mass Media
MEANING OF MASS COMMUNICATION Mass Communication is the term used to describe the academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media. In the United States, many university journalism departments evolved into schools or colleges of mass communication or "journalism and mass communication", as reflected in the names of two major academic organizations. In addition to studying practical skills of journalism, public relations or advertising, students also may major in "mass communication" or "mass communication research." The latter is often the title given to doctoral studies in such schools, whether the focus of the student's
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Such a stereotyped view of research tends to pose an equally stereotyped alternative view of creative and informed viewers making rational choices about what to see. Overview articles often describe a history of progress over the past seventy years of research which alternates between these two extremes -- first we believed in powerful effects, then came the argument for null effects, then the return to strong effects etc. -- a history whose contradictions become apparent when old research is re-read with new eyes. Contemporary media studies sometimes define itself through its rejection of the language of effects research -- criticizing the laboratory experiment, the logic of causal inference, and psychological reductionism. This rejection is, I will suggest in this chapter, in part justified and in part overstated.

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Topic

Persuasive techniques used in Advertisement

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Introduction to the Topic
Persuasive Techniques in Advertising The following are some more specific strategies that advertisers use. Often, they overlap with the rhetorical strategies.  Avante Garde The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy.  Weasel Words “Weasel words” are used to suggest a positive meaning without actually really making any guarantee. A scientist says that a diet product might help you to lose

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