Persuasive Advertising. A Theoretical Approach

The present study's aim is to offer an overview upon the concept of persuasion in the existing literature. The paper's intent is to cover three areas connected to the mentioned concept: persuasion in general, persuasion through words, and persuasion in advertising. A theoretical approach is used and it intends to bring up to date the meaning of persuasion applicable in the advertising domain. The literature reviewed tackles the idea of persuasion as a deceptive strategy used, predominantly, in political speeches, but also in advertising. Equally important is the ethical point of view discussed when some authors observe persuasion as a form of manipulation. They take it a step further and balance the term with deception. To summarize, the theoretical approach of the paper discusses the features attributed by different authors to persuasion, its various definitions, and what does it specifically signify for the advertising industry.