Introduction
The method of persuading people to do or believe something is known as persuasion. Companies, governments, and consumers use persuasion as a marketing strategy for their goods and services. There are six fundamental elements of persuasiveness: scarcity, authority, social proof, and reciprocity.
The six guiding principles can be used to have either a direct or an indirect impact on others. The basic principles of persuasion can be taught, studied, and applied to help someone become more persuasive or prevent them from gaining acceptance in ways they are unwilling to be persuaded. Therefore, this essay will examine the “Authority” concept of persuasion, why understanding it is essential, and how it could affect those being convinced.
Assemble
The ad above illustrates how the authority concept is applied in advertising. The authority aspect is apparent since this advertisement utilized a celebrity to sell the goods. The star in the advertisement is Selena Gomez, who uses her reputation to get viewers to buy Coke (Coca-Cola, 2016). Apart from being famous, the themes used in this advert are compelling because they go with the tone and topic of the drink. In the commercial, Gomez smiles charmingly, thrilling her followers.
One of the most persuasive arguments for a product is its efficiency, which potential customers seek first when searching for a good or service that will completely fulfill or meet their needs. The Colgate Organization is more likely to reach a larger audience and persuade them to buy the product by including “white smile instantly” in the advertisement (Limited, n.d.). Suppose an item or service fails to come with the endorsement of being highly regarded by a professional. In that case, it is more likely to be ignored or devalued as ineffectual or worthless.
The authority principle is illustrated in the image above by well-known gym instructor Autumn Calabrese. Autumn portrays the authority of the advertising image, which aims to motivate people to participate in fitness and weight-loss activities by dressing in workout attire (Sugar, 2018). The celebrity’s ability to influence the general population to lose weight in only thirty days persuades them.
Examine
The employment of psychological principles in marketing to prospective customers makes them crucial. To influence others to take specific actions, they employ psychological persuasion. Marketers can assist consumers in making the best choice by providing details regarding the potential advantages of using a product (Cialdini, 2001). It successfully communicates with an audience by applying social psychology concepts to satisfy client needs. Marketers impact how individuals think since they persuade their audience to apply the same expertise after learning the concept.
These concepts have given advertisers an easy plan for connecting with customers and promoting their products and services. It is a tactic that guarantees the correct information is delivered at the right time to the right audience and persuades them to accept your ideas. Additionally, it offers a valuable manual for persuading an audience psychologically using social-psychological aspects (Cialdini, 2001). The art of persuasion allows for employing a wide range of strategies to persuade a person to accept whatever is being offered, explained, or proclaimed.
Identify
Clarity, confidence, self-worth, and empathy are essential qualities a communicator must possess. These attributes should be applied after the message has been analyzed thoroughly, the intended demographic has been determined, and the audience-motivating personal traits have been established (Galperti, 2019). The plain and precise point, which asserts that the ability to communicate successfully depends on the circumstances and conditions that support the need to make things explicit, illustrates a contextual component. The concise and unambiguous message implies this. The setting and conditions in which the message is delivered will determine how it is received.
Produce
To make sure that a message is understood, one must first grab the target audience’s interest using a persuasive manner. To meet the requirement, you must explicitly indicate that the problem has to be managed well over the long run. Additionally, meeting the demand should be a top priority because doing so will make it easier for the audience to understand the issue.
The intended audience must see the results to understand the concepts fully (Thorpe & Roper, 2019). People must ensure they have unequivocally demanded the action to have a more powerful application. Logos, ethos, and pathos are the three effective persuasive strategies.
To make sure that the speaker’s intentions, perspectives, actions, and motives significantly impact the audience, the idea of ethical persuasion is crucial because it involves moral standards that must be tied to the use of persuasion by the speaker (Thorpe & Roper, 2019). Therefore, substantial evidence suggests persuasion may be improper when the goal is to further one’s interests rather than those of others. Consequently, the appeal must be equally convincing, the message must be truthful, the individual making the plea must be genuine, and the listener must have respect. Any business should prioritize marketing to persuade potential customers to the point where they feel compelled to purchase the provided goods or services.
Discuss
Even though it may be true that good is “white teeth instantly,” it is rare that all marketers would concur that whichever the product is, it corresponds to what they would advise. However, many consumers pay less attention to the good or service itself and the alternative options available because the advice of a doctor is so significant to them when deciding whether or not to buy a medically linked product (Galperti, 2019). In my view, not all advertisements are reliable, and not every problem-solving method will work the same for every person. That is to say, consumers must carefully consider various variables when looking for products that are appropriate for them to use or purchase.
Apply
One of persuasion’s most crucial elements is promoting an organization’s goods and services. However, regardless of the marketer’s best efforts to persuade clients that we are an essential component of their business by describing ourselves as “authority,” moral conduct must also be considered (Galperti, 2019). Considering how one’s persuasion goals may have ethical implications is crucial. Being ethical is a crucial quality because it guides the persuasion techniques that should be used. Persuading someone to adopt more constructive behaviors ought to constitute the primary goal of the persuasive process.
Conclusion
This essay discusses how the persuasion technique can be utilized in an “authoritative” way to influence the target audience to make better decisions. The explanation above clarifies that a business’s ability to thrive in a given society’s market depends on its capacity to persuade others, especially regarding advertising. Once more, a scientific approach to persuasion comprises tracking a person’s requirements or intended actions and evaluating those needs to advocate for an offering or service that can benefit that person.
References
Cialdini, R. B. (2001). Harnessing the science of persuasion. Harvard Business.
Coca-Cola. (2016). Instagram’s most-liked image ever. Coca-Colacompany.com. Web.
Galperti, S. (2019). Persuasion: The art of changing worldviews. American Economic Review, 109(3), 1–13. Web.
Limited, A. (n.d.). Colgate advert hi-res stock photography and images. Alamy. Web.
Sugar, J. (2018). This is the exact balance of macros you need to eat to lose weight (and Keep It Off). Popsugar Fitness. Web.
Thorpe, A. S., & Roper, S. (2019). The ethics of gamification in a marketing context. Journal of Business Ethics, 155(2), 1–19. Web.