Every day, through multiple mediums, we see advertisements. It’s estimated that we’re exposed to between 6.000 and 10,000 ads every single day.
Most of us tune them out, but if you stop and look at the psychological strategies used in advertising, things get interesting. Marketers wouldn’t keep using ads if they didn’t work. So, what is it about them that makes people buy?
Here we’ll look into the persuasive techniques in advertising commonly used to get people to invest in a product. We’ll begin by breaking down the concept at the heart of so many advertisements: the logical triangle.
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The logical triangle and its relation to persuasive techniques in advertising
2,000 years ago, in the Rhetoric, Aristotle detailed the three modes of persuasive argument: ethos, logos, and pathos. He argued that persuasion always contains at least one of these rhetorical elements, and people still rely on them today — including advertisers.
Modern technology makes it even easier to learn what persuades people. Online browsing and shopping data can show what someone’s preferences are and what they’re likely to do next without having to speak to them.
Advertisers can make persuasive, digital arguments right on our laptops and phone screens based on that data. Targeted browsing ads are a perfect example of this, using what people have already displayed an interest in to market a product.
The three modes of argument can be summarized like this:
- Ethos: Appeals to the…