There are different conceptions of international advertising based on the scope of the study.
Permalink It is possible that the evolution and progress of humanity have, as a deeper root, our communication skills. The use and abuse of language has allowed us to push our thinking to the outside - or distort its content - and send misleading messages, which in disciplines such as marketing can severely affect the level of persuasion a brand would like to achieve on its consumers.
Countless campaigns are developed around the world with the sole purpose of positioning products and generating massive brigades over the shelves on what are the most powerful retail chains in the world. Both Advertising and Marketing use graphical, textual, verbal or sound communication tools in order to construct messages that lead to consumption of products and services that are offered by a brand that invests in these efforts of persuasion.
Whichever way a brand chooses to establish a dialogue with its customers, the use of words has been critical in the development of stories that touch the susceptibilities of the people they are directing these efforts to.
Here are some variables that are influential in the development of messages designed to communicate brand value: Simplicity "The unintelligibility is the perfect weapon for those who have nothing to say," goes an aphorism.
A message designed to be plainly perceived is undoubtedly the most difficult thing to develop, but also happens to be the most efficient way to create an impact and awareness. What is read easily was hardly easy to write.
Story To be able to communicate effectively we must develop a central concept, focusing the effort on an anchor story, a solid and attractive premise in which the personality, values and proposal of the brand will be present.
Linking a brand with a good story allows consumers to associate it with emotional aspects and be more receptive to its message and more likely to its consumption and acceptance. Conciseness A brief, but precise and clear message always generates better results than an entire passage written in an encyclopedic boast.
Please do not mistake a brief message with a short one: Context Environment is crucial when it comes to effective communications. Only he who has knowledge of its proper application can communicate accurately, and clearly convey ideas to consumers. Rhetorical figures make it possible for grouping concepts, making allegories, highlighting qualities and wrapping up the receiver in a story well told intensifying their attention.
Symbology As people, we create associations in our minds that not necessarily converge with reality. However, people tend to associate terms like "freedom" with large spaces, like the sea, and other aspects of nature, as the star in question, perhaps because of the ideal of breaking binds with everyday civilization.
Thus, understanding certain terms that serve as positive or longing symbols, though perhaps inaccurate, we can build a powerful and emotionally provocative message to the end target thereof.
Thus, knowledge and good use of language enables us to construct powerful texts or writing scripts that connect with the consumer at a deeper and emotional level.
Taking inspiration from the great thinkers and poets, of the beauty of literature, interest ourselves a little more about the resources offered by our language, and of course, be constantly observant of the everyday society we live in and how this society perceives and associates, we provide useful tools to distinguish ourselves from our competitors.Weasel words qualify statements, weakening any real truth.
If there ever was a time for businesspeople to learn the fine art of persuasion, it is now. Gone are the command-and-control days of executives managing by decree. When Allison Hunt found out that she needed a new hip -- and that Canada’s national health care system would require her to spend nearly 2 years on a waiting list (and in pain) -- .
The aim of persuasion is to change the attitudes and associated behaviour of another party in line with one’s own beliefs or purpose. Rhetoric, the art of persuasion, is the practice and study ofthe linguistic resources which help .
Persuasion Marketing. Explore the Strategy of Persuasion Marketing. Imitation is the most sincere forms of flattery, at least, according to advocates of the "mirror technique.". P&G’s next step was a stroke of genius—they published and gave away a cookbook. The Story of Crisco 2 looked like most other cookbooks of the era, but there was a difference.
All of its recipes, everything from lobster bisque to pound cake, contained—you guessed it—Crisco.. The Story of Crisco is recognized as a classic in the subtle art of persuasion.