The Power of Advertising: Persuasion and Influence

Advertising occupies a pivotal role in our modern, media-saturated world, permeating every facet of our daily lives. Whether we are thumbing through a phone directory, embarking on a road trip, or watching television, advertisements abound. According to Jamie Beckett's article in the San Francisco Chronicle, the average adult in the United States encounters a staggering 255 advertisements daily, with 100 on TV, 60 in magazines, 50 on the radio, and 45 in newspapers (Beckett). More recently, Advertising Age estimated that the average American is exposed to over 5,000 persuasive ads each day, underscoring the ubiquity of advertising in contemporary society.

Today, advertising agencies invest over $300 billion in the United States and a staggering $500 billion globally, highlighting the results-driven nature of advertising geared towards enhancing the profitability of companies and organizations through increased sales, donations, votes, and memberships. Achieving this perspective often necessitates the use of manipulative and persuasive techniques that captivate audiences. These messages manifest in myriad forms, encompassing print and electronic media, verbal and visual content, and logic-based and emotionally-charged appeals.

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The Art of Persuasion in Advertising

As articulated by Stuart Hirschberg in his essay, "The Rhetoric of Advertising," the most prevalent manipulative techniques in advertising aim to tap into deep-seated human desires. Purchasing a particular product is presented as a means to construct one's identity, personality, and relationships through consumption (Hirschberg 229). Consequently, all individuals become targets of this form of persuasion, harnessing pathos, positive imagery, and at times, deceptive language to influence their needs, interests, and decisions.

Take, for instance, an advertisement featured in Martha Stewart Living magazine, showcasing the new Honda CR-V automobile.

Concurrently, the company introduces its "Leap List" campaign to the magazine's primary demographic, primarily women aged 25 to 45. This campaign encourages individuals to compile a list of personal aspirations they wish to accomplish before significant life events, such as childbirth. The advertisement predominantly targets younger readers seeking both aesthetic appeal in a car and novel opportunities in their lives.

Honda employs several influential techniques in this advertisement, including pathos, visual aesthetics, deceptive claims, and the use of weasel words to capture the audience's attention, establish credibility and trust, stimulate desire for the product, and ultimately, motivate viewers to make a purchase. Pathos emerges as the most potent and efficacious tool in advertising, as it taps into the emotional realm of consumers.

As Hirschberg asserts, "The emotional appeals in ads function precisely like assumptions about value in written arguments, providing the unspoken major premise that offers a rationale to persuade an audience that a particular product will satisfy various needs" (Hirschberg 229). Recognizing that humans are inherently emotional beings, more prone to be swayed by emotions and feelings before rational thought, advertisers employ both positive and negative emotional appeals to engage and influence their target audience. One of the most pervasive emotional appeals in advertising is the use of the second person pronoun "you," which personalizes the message to each individual viewer.

In the Honda CR-V advertisement, the word "you" appears five times, enhancing personalization and emphasizing the individual benefits of purchasing the company's new vehicle. This advertisement effectively employs both positive and negative emotional appeals. The eye-catching, bold orange title reads "Before I have kids I want to," followed by an illustrated list of ten ambitious goals, including flying a plane, rock climbing, skydiving, and more. These goals pique the viewer's interest, generating enthusiasm and excitement.

Ultimately, Honda conveys a sense of freedom and a multitude of opportunities achievable by pursuing enjoyable activities. As viewers engage with these examples, they begin envisioning their own desires and paths to achieving personal goals, fostering motivation and excitement to pursue their dreams.

The Visual Impact of Advertising

In our modern era dominated by technology and computers, advertisers leverage artistic design, computer graphics, high-tech artistry, special effects, digital sound, and computer animation to capture various forms of viewer attention. A study conducted by the University of Georgia revealed that even fleeting exposure to visual art in advertising leads consumers to evaluate products more favorably. Henrik Hagtvedt, an artist and researcher involved in the study, explains, "Visual arts have historically been used as a tool for persuasion, selling everything from religion to politics, spaghetti sauce to the artist's image" (Hagtvedt).

Similar strategies are evident in the Honda CR-V automobile advertisement, which incorporates numerous vibrant, positive images and bright colors. The car is showcased in a lustrous Metallic Silver, symbolizing elegance, patience, modesty, and reliability. According to Pat Bertram's article, "What the Color of Your Car Says About You," individuals who drive silver vehicles tend to exhibit above-average confidence and consistent moods (Bertram). Additionally, silver is a unisex color suitable for both genders.

Another visual element that captures the viewer's attention is the presence of tinted car windows. This feature directs the viewer's focus towards the car itself rather than the interior or background, accentuating the vehicle's appearance. Tinted windows also evoke a sense of security and privacy, aligning with contemporary societal preferences. Furthermore, the car's trajectory towards the illustrations of the goals from the "Leap List" reinforces the company's message of facilitating viewers in achieving their aspirations.

The Language of Persuasion

Advertisements often employ weasel words and ambiguous language to engage and influence their audience. One deceptive technique involves posing personal questions in ads, eliciting curiosity and interest in viewers who may struggle to answer the rhetorical questions posed. In the Honda CR-V ad, the question "What are you waiting for?" leaves viewers pondering their response, stoking curiosity and prompting individuals to visualize themselves with the product.

Another common form of deception in advertising involves the use of weasel words. As Hirschberg elucidates, "Of all the techniques advertisers use to influence what people believe and how they spend their money, none is more basic than the use of so-called weasel words that retract the meaning of the words they are next to just as a weasel sucks the meat out of an egg" (Hirschberg 232). Weasel words are inherently ambiguous, allowing persuaders to imply something without making concrete commitments.

The Honda CR-V advertisement in Martha Stewart Living magazine employs the term "helps" when describing the company's new technologically advanced vehicle. While Honda offers assistance and support, the word "helps" leaves room for interpretation, permitting the company to avoid making definitive promises. In essence, advertisers harness the power of language to create an impression of value and necessity surrounding their products.

Conclusion

In summary, advertising represents a multifaceted and influential force in contemporary society. It shapes our desires, preferences, and decisions by employing a range of persuasive techniques, including emotional appeals, visual aesthetics, and language manipulation. The Honda CR-V advertisement in Martha Stewart Living magazine serves as a compelling case study, showcasing the art of persuasion in action.

As consumers, it is imperative that we approach advertising with a critical eye, recognizing the subtle tactics used to capture our attention and influence our choices. Understanding the power of pathos, visual elements, and the impact of language empowers us to make informed decisions in a world inundated with persuasive messages. Ultimately, advertising serves as a potent force in shaping our perceptions, desires, and behaviors, making it a subject of both fascination and scrutiny in our media-driven age.