Persuasion in advertisements over time

Gehrmann, Leonie ; Kluge, Stefan ; Stahl, Florian

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URN: urn:nbn:de:bsz:180-madoc-654705
Document Type: Conference presentation
Year of publication: 2023
Conference title: 45th ISMS Marketing Science Conference
Location of the conference venue: Miami, FL
Date of the conference: 08.-10.06.2023
Related URLs:
Publication language: English
Institution: Business School > Quantitatives Marketing und Konsumentenverhalten (Stahl 2013-)
Subject: 650 Management
Abstract: In its original essence, advertising might just be the provision of factual information on product attributes. Instead, an alternative view sees advertising as persuasion, altering consumer tastes, increasing perceived product differentiation and consumer loyalty, and enhancing willingness to pay. Research defines three different modes of persuasion that should be combined and balanced to create consumer appeal. First, ethos refers to credibility, convincing consumers that the advertising brand is trustworthy, reliable, and superior. Second, pathos considers consumer feelings and emotions, attempting to elicit them to create a connection with the viewers. Finally, logos incorporates logic and reason, using facts and data to appeal to consumer minds. Existing work has considered topics such as the use of emotions dependent on product category or the combative nature of advertising. Different streams focusing on the varying views of advertising have developed. However, little research has analyzed the combined use of credibility, emotions, and information in firms’ advertising. This study empirically explores how advertisers have varied in their use of information and persuasion in print ads over the past century. The data set consists of all issues of “The Economist” in the time period 1900 – 2014. We analyze both textual and visual cues provided in the ads to understand how the methods of appealing to consumers have changed over time. From a managerial perspective, our study predicts to what extent the relative use of credibility, emotion and information is related to general societal trends.

Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.

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