Advertising: What Is The Secret Of Persuasion?

Stuart Ewen of The Persuaders stated, “The secret of it all, the secret of persuasion, is to induce the person to persuade himself.” In recent years, the focus of advertising has shifted from the product to the consumer. Advertisers appeal to the consumers using strategies such as ethos, pathos, and logos in order to make emotional connections with them, rather than trying to promote their product as the “best.” What makes one product superior to another is not the product itself, but rather the social and cultural implications behind it. The ads Rock, Paper, Scissors by Android, Adblock (and the last video ad you’ll ever see) by Adblock, and Legendary Trailer by Pokemon Go, exemplify how companies use both rhetoric and social science to influence …show more content…
The fact that a company whose product is supposed to eliminate ads has created an ad for their product is ironic, but they address this in the title by saying it could be the last time you ever see an ad. Furthermore, many of the ads Bob is hit by are extremely stereotypical, exaggerated scams, which use phrases like “Lose Weight Instantly” and “Get Your Degree.” Here Adblock is attempting to paint advertisements in a negative light by only showing ads that are harmful or false and by having the ads attack Bob. Most millennials spend a lot of time on the internet and are likely to be familiar with these pesky scams, thus the company is able to establish an emotional connection with the audience. Here Adblock is trying to associate their product with heroism, as the young boy is able to protect the average millennial from being swindled by the malicious ads. Another strategy used by the company is logos, exemplified when they flash through all the browsers their product can be used on, showing that their product is applicable for any website, and therefore anyone who uses the internet. When the word “ads” is switched with the word “evil,” the company makes a generalization that all ads are evil because of a select few. Adblock’s approach is to idealize their own product and vilify ads, thus making the viewer feel they need this product in …show more content…
Solidarity, as defined by Durkheim, is what unites members of a group and creates stability (Marr). In the Rock, Paper, Scissors ad we can see that the three characters become allies, because by sharing a common experience, bullying, they are able to relate to each other. In addition, the members of the group each perform their own niche role. The strength of one character is the weakness of another, so by sticking together, they can eliminate virtually all their weaknesses. Forming a group can protect them from their bullies, so it is in their best interest to stay together, as they will be safer. Although it is much easier to focus on the differences that divide us, this advertisement promotes that our differences can also unite us. Solidarity is also promoted in the ad Legendary Trailer. Durkheim claims that the increasing complexity of the division of labor divides us, but the ad portrays this game as a way to breach this divide (Marr). The ad opens up with an image of the globe, to illustrate that their game is a worldwide phenomenon. People of different ages, gender, and race can be seen playing the game. Two girls are shown striking up a conversation after battling, showing complete strangers can become friends. In addition, because a boss requires a large group of people to work together, thus everyone is able to share the joy of winning or the disappointment of defeat.