Controversies in Contemporary Advertising is a new text presenting a range of perspectives on advertising. It examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan's work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues. Controversies in Contemporary Advertising is ideally suited as a core text for undergraduate and graduate courses in advertising, marketing, journalism, mass communication, and communication studies.
Chapter 5: Beyond Subliminal: The Pervasiveness of Persuasion
Beyond Subliminal: The Pervasiveness of Persuasion
All that I desire to point out is the general principle that Life imitates Art far more than Art imitates Life.
Persuasive communication exists in all areas in our society. Have you ever tried to talk a professor into giving you a better grade, tried to avoid getting a traffic ticket, or negotiated with a vendor at a yard sale? These are all examples of persuasive communication: You are advocating your own admittedly biased point of view to convince someone to change his or her mind.
In Chapter 2, the difference between persuasion and manipulation was discussed. We hope we made clear that advertising is persuasive. Still, as advertisers, we need to acknowledge that persuasive ...