Pragmatic aspects of persuasion and manipulation in written advertisements

Árvay, Anett

doi:10.1556/aling.51.2004.3-4.2

Cited by 9 publications

(3 citation statements)

References 12 publications

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“…Opinions differ when the advertisement uses the tool of manipulation and when it uses the means of persuasion. Both of them are goal-oriented, the communicator strives to represent a position or opinion acceptable by the recipient, or to change or maintain the opinion of the recipient concerning a particular topic [56]. The objective of both is to influence the consumer.…”

Section: Influencing Consumer Behaviormentioning

confidence: 99%

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

Mura

Ambrus²,

Zsigmond

et al. 2022

Sustainability

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The aim of the article is to examine the impact of green marketing on consumer behavior in the market for products containing palm oil. The first chapter addresses the theoretical approach—the impact of green marketing on consumer behavior. We considered a questionnaire survey to be the most appropriate method to conduct our research. In order to test our hypotheses, we applied Crosstab and Pearson’s chi-square test. The strength of the relationship between the variables was measured using Cramer’s V. The third chapter presents the research results based on the processed information of 527 obtained datasheets from the respondents. The data were collected from Slovak consumers in the summer of 2021. Hypotheses H1 (“There is a significant relationship between the opinion of the consumer regarding purchasing products containing palm oil and the knowledge that the product does contain palm oil.”) and H2 (“There is a relationship between the consumer willingness to refuse the purchase of certain products if it has negative impact on the environment and the generational group the consumer belongs to.”) were approved, however the relationship proved to be weak in both cases. The research makes it clear that the majority of consumers do not spend time reading descriptions on product packaging. It might be helpful for companies to make it clear and visible on the packaging that their product does not contain palm oil, informing the consumer and influencing them with the negative emotional message of the advert. The obtained research results are useful both for the producers and the customers.

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Section: Influencing Consumer Behaviormentioning

confidence: 99%

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

Mura

Ambrus²,

Zsigmond

et al. 2022

Sustainability

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“…Politeness can be categorized as a strategic behavior and as such serves many interactive purposes such as establishing, maintaining or enhancing social relationships (Fraser, 2002). This gives grounds to classify it (in extreme cases) as manipulative behavior, an artful behavior, camouflaging true intentions, while the recipients do not perceive the fact that they are being manipulated (Arvay, 2004, pp. 232–233).…”

Section: Literature Reviewmentioning

confidence: 99%

Between persuasion and courtesy: Polish press advertising, ca. 1850–1939

Parowicz

2022

JHRM

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Purpose Early Polish press advertising (between 1850s and 1939) was characterized by a distinctive and today’s extinct combination of elements of persuasion and exceptional courtesy toward potential customers. The purpose of this paper is to show the place of customer psychology in the earliest Polish advertising textbooks in the context of the actions of Polish press advertisers at that time, convinced of the susceptibility of their recipients to courtesy, appreciation and flattery. Design/methodology/approach Historical method based on archival research in Polish digital libraries was used with the aim of identifying and analyzing primary sources, enriched by examples of advertisements from pre-1939 newspapers and historical periodicals illustrating the phenomenon in question and by the findings of more recent Polish-language research papers. Findings The issue of courtesy was, in fact, discussed by many authors of Polish advertising textbooks in the period under study. They viewed excessive courtesy in print advertising as an unmodern approach. However, empirical research from 1936 has been preserved which proves that a combination of persuasion and courtesy in advertising was perceived as most effective by its target groups. Originality/value This study introduces hitherto unknown Polish marketing thought and practice, drawing on the earliest, mostly forgotten Polish marketing textbooks and other primary sources from the years 1896 to 1939. Thus, this study contributes to the body of research on the history of advertising.

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“…• "Authority": people changing their decision-making process when confronted with the opinion of authority [50]; "Cueing": a product associated with something from the environment [51]; "Fun (anecdotes)": a product associated with the feeling of joy caused by a funny advertisement [51];…”

Section: Persuasive Linguistic Tricks With Positive Emotional Connotationsmentioning

confidence: 99%

Persuasive linguistic tricks in social media marketing communication—The memetic approach

Stepaniuk

Jarosz

2021

PLoS ONE

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The paper reports the results of a study into the use of linguistic cues defined as Persuasive Linguistic Tricks (PLT) in social media (SM) marketing communication. It was assumed that the content shared on Social Networking Sites (SNS) could be perceived as specific sets of meanings (memeplexes), where a single component, also PLT, may function as their part. Following an original typology of PLT, created based on an emotional factor, the research focused on whether and how the number of positive, neutral and negative PLT used in Facebook posts impacted the behaviour of content recipients. These activities, including liking, commenting and sharing, are strictly connected with post spreading and range. The data analysis focused on 167 Facebook posts shared by five leading Polish travel agencies and 1911 responding comments. The quantitative content analysis method and Spearman’s correlation tests were used. A relationship was observed between the number of emotionally positive and neutral PLT and the increase in the range of content with these PLT. The use of PLT by post recipients was also observed in their comments. This phenomenon is possibly related to the memetic nature of PLT. From the perspective of marketing messages, the obtained results contribute to and guide the textual content-building with a high spreading potential owing to the memetic capability of PLT. Further elaborations were made on the assumption for the evolutionary approach in social media content transfer and its processing.

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Pragmatic aspects of persuasion and manipulation in written advertisements

Cited by 9 publications

References 12 publications

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

Between persuasion and courtesy: Polish press advertising, ca. 1850–1939

Persuasive linguistic tricks in social media marketing communication—The memetic approach

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