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Evidence-based advertising - An application to persuasion This paper is concerned with only one aspect of advertising that being persuasion. The author uses a broad common-sense definition of persuasive advertising: it is the attempt to use primarily one-way communication to influence attitudes and beliefs. And by influence, he means to either change or maintain attitudes and behaviour.

He made a key assumption about evidence-based advertising: advertisers who have access to understandable evidence-based knowledge should be able to produce more persuasive advertising than they would without this knowledge. There are two reasons for this. First, creativity can be greatly enhanced by providing a large variety of persuasive techniques that can be considered in a given situation. And second, the ability of people to evaluate ads can be greatly enhanced if they use a structured approach for evaluating the extent to which ads conform to evidence-based principles for persuasion. pdf 2011






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Status: 04. April 2012