Chapter 2: Understanding Strategies of Persuasion

The point of an ad is to convince the audience. This is why advertisers are careful to attend to the rhetorical situation, in which we find specific strategies of argumentation that you can use to make your case. Most advertisers use narration comparison-contrast, example, illustration, cause and effect, definition, analogy, process, description, classification and division.

The narration is how to sell their product, for example using an ad to tell a story. Comparison-contrast is used to convince the audience to purchase their product instead of their competitors. An example or illustration of a product can show how the product can impact the consumer’s life. Cause and effect is used to show the benefits of using their product and the definition is to specify the purpose and function of the product. The process is to demonstrate the way a product can be used and the classification is to help the audience concept how the product fits into a larger scheme. All of these strategies are very effective if chosen and used correctly to persuade the audience into purchasing their product.