IDEAS home Printed from https://ideas.repec.org/a/asi/ijoass/v3y2013i4p951-959id2468.html
   My bibliography  Save this article

Behind Advertising: The Language of Persuasion

Author

Listed:
  • Kenechukwu S. A
  • Ezekiel S Asemah
  • Leo O.N Edegoh

Abstract

Advertising is a force that makes it possible to sell more merchandise due to its persuasive nature. As a tool of marketing communication, advertising is the structured and composed, non-personal communication of information. It is usually paid for and usually persuasive in nature. The language of persuasion is employed for successful advertising campaign thereby, boosting patronage of idea, product or service. The persuasive nature of advertising however, has generated criticisms and controversies. Advertising has been vigorously attacked on the ground that it is unnecessary and wasteful and that through it, people are induced to buy worthless products. It is further argued by the objectors that much advertising is misleading and untruthful. Thus, this paper examines how consumers can be persuaded to patronise goods and services advertised.

Suggested Citation

  • Kenechukwu S. A & Ezekiel S Asemah & Leo O.N Edegoh, 2013. "Behind Advertising: The Language of Persuasion," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(4), pages 951-959.
    • Handle: RePEc:asi:ijoass:v:3:y:2013:i:4:p:951-959:id:2468
    as

    Download full text from publisher

    File URL: https://archive.aessweb.com/index.php/5007/article/view/2468/3764
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Annye Braca & Pierpaolo Dondio, 2023. "Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design," Italian Journal of Marketing, Springer, vol. 2023(3), pages 369-412, September.
    2. Deyou Yu & Licong Xu & Kaixing Fu & Xia Liu & Shanli Wang & Minghua Wu & Wangyang Lu & Chunyu Lv & Jinming Luo, 2024. "Electronic structure modulation of iron sites with fluorine coordination enables ultra-effective H2O2 activation," Nature Communications, Nature, vol. 15(1), pages 1-12, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:asi:ijoass:v:3:y:2013:i:4:p:951-959:id:2468. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Robert Allen (email available below). General contact details of provider: https://archive.aessweb.com/index.php/5007/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.