Power of persuasion goes way beyond mere advertising
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There was a time when persuasion was easy to recognise. It was the stuff on billboards and flyers or between the articles in newspapers and magazines. It interrupted TV and radio programmes and it was obviously trying to sell us something. We called it “advPower of persuasion goes way beyond mere advertising
There was a time when persuasion was easy to recognise. It was the stuff on billboards and flyers or between the articles in newspapers and magazines. It interrupted TV and radio programmes and it was obviously trying to sell us something. We called it “advertising”. Today’s consumers are no longer simply on the receiving end of advertising through mass media channels. The billions of us who use Facebook, Instagram and the like every day, have become a key part of the process of persuasion itself. Through these social media channels we present highly edited, stylised versions of our lifestyles and are able to trade ideas and information in an instant. This activity places us not at the end of one of the linear processes of marketing, but at the very heart of our own unique world of communication, content and commerce. Almost every activity we engage in now involves some form of commercial exchange. It was only during the 1980s that researchers began taking an interest in consumption outside the narrow parameters laid down by pure economics. And they were quick to recognise that the influence of persuasion had extended well beyond simply encouraging people to buy goods that they... Read more