The persuasive function of advertising - is it a lever of commerce?

By skilfully mastering the art of persuasion in advertising messages, audiences can be induced to take specific actions. This is usually achieved through the use of benefit language, rational arguments or engaging storytelling. What is worth knowing about the persuasive function of advertising and how to distinguish it from manipulation?

What is the persuasive function in advertising?

Advertising is an extremely powerful tool in the marketing world to increase profits and also to reach the largest possible group of interested customers. What is the persuasive function of advertising?

One of the main features of advertising is its persuasive style. It aims to convince customers to carry out specific tasks . This method is called CTA (Call to Action) and consists of formulating persuasive texts and phrases in such a way as to encourage the customer to take a specific action.

However, this is only one aspect of using adverts, and among their functions are:

• information function;
• an inducement (persuasive) function;
• a function reminiscent of an advertising message.
  

   

The first is for to present the product to a potential buyer . It is of key importance when selecting an article. It allows the customer to gain knowledge of the product, to check its parameters and whether it meets specific expectations. In this way, there is an opportunity to obtain information on the technologies used, solutions and benefits provided by the item.

Inducement function shows the article as something that may be necessary for the consumer . In this way, he or she is encouraged to make a purchase. The aim of advertising is to convince the customer that choosing a particular product is the right option. This is achieved through the presentation of the article, during which the proves its superiority over competitors' proposals . It is best to also weave in at least one piece of information about a unique attribute of the goods.

An example of the use of The persuasive function of advertising is the use of the language of benefits e.g. in the content published on the company's website. In this way, the consumer knows exactly what he or she will gain by investing in the product.

The last function has build a sense of consumer loyalty to the brand . This means maintaining a permanent audience, for example by creating content specifically for it. Often this content is not just advertising. A relationship is forged between the brand and its audience through real-time marketing or by the company initiating a discussion. Thanks to this customers are more likely to return to shop at a particular location .

What distinguishes persuasion in marketing from manipulation?

Manipulation and persuasion in advertising are not the same . While they may have a similar objective (in this case, increasing sales), the way to achieve it is quite different.

Manipulation is based on actions that influence the recipient's decisions and usually go unnoticed by the recipient. The customer is not aware that he or she is being manipulated and his or her decision cannot be entirely voluntary. Furthermore, false information is used to persuade the recipient to do something and important facts are concealed.

In order to convince the recipient more easily, manipulation often uses a strongly emotional message and pressure is thus exerted. Examples of manipulative content include false reviews about a product.

In turn persuasion uses rational arguments and facts . The persuasiveness of the text and its impact on the emotions and mood of the recipient are much more overt. Moreover, the potential customer is aware of the benefits and consequences of a given choice. The main the tools of persuasive advertising language are:

• argumentation;
• material evidence;
• comparisons and analyses.

Their use is aimed at persuading the recipient to make a choice, change an attitude or take a particular action. It can be seen that persuasion similarly serves to persuade and get the recipient to make a particular decision, but uses more ethical methods than manipulation.

InPost advertising - use the power of persuasion and our reach

If you are looking for a platform to help you advertise your business , take advantage of our offer. As part of our services, entrepreneurs can use several methods of advertising, including:

• banners on the InPost website;
• advertising on Paczkomat® machines and device displays in the form of static graphics;
• product sampling;
• advertisements in the Parcel Manager.

Thanks to the many methods used, as well as the number of places where marketing material can be placed, advertising with InPost will help you reach many audiences across the country and support your business effectively!