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ABSTRACT
Advertising stimulates a burning desire of want in consumers after being exposed to it due to its
persuasive nature. Manufacturers therefore, sell/market more as a result of advertising. As a tool
for marketing and persuasive communication, advertising takes a non-personal form in reaching
wide and heterogeneous audience. It is usually paid for and gets to the target audience through
channels of communication like radio, television and newspapers. Persuasion is employed in the
art of advertising to increase sales. This persuasion induces people to desire products they
wouldn?t ordinarily desire, and as a result has been negatively criticized as sometimes misleading
due to the techniques employed in this persuasion. This paper however, assesses how advertisers
appeal to consumers through persuasion. The article is supported by psychodynamic theory and
Ranks model of persuasion.
Keywords: advertising, marketing, communication, persuasion, persuasive advertising Full Text
