Persuasive Art And Advertising Psychology

Advertising is becoming more and more important in modern society, and the ultimate purpose of advertising is to persuade the consumer to buy the product advertised or change the ideas of the audience. Persuasion is the art of human communication designed to influence the autonomous judgments and actions of others. In the west, it is the nucleus of rhetoric study since ancient times. In the old times, persuasion was mainly used in public speaking and court debating. While in today's society, persuasion is employed in the various communications of human beings. As everyone knows, advertising study has a close relationship with psychology. But it is rarely known that advertising is also one of the new persuasive forms in modern rhetoric study. So this paper is an attempt study on what kind of persuasive theories the advertiser should apply to the psychology of the consumer in order to make their advertisements more successful.In china, a lot of researchers have got great achievements in the field of advertising psychology. But few of them have systematic study on the art of persuasion. Some of the advertisers even don't know they are actually using persuasion, a traditional learning of rhetoric, when they compose advertisements, especially in China.This paper endeavors to make up the insufficient study in the field of advertisements in China. It introduces the western systematic persuasive theories that is applicable to advertising and explains the persuasive strategies in detail. Making reference to a great quantity of works and achievements on both persuasion and advertising psychology abroad, the analysis is conducted along the continuum of four persuasive theories proposed by theorists: James Vicary's subliminal persuasive...