The Hidden Persuasion in T.V. Advertising

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The Hidden Persuasions in Television Advertising Harris 1 In modern society, increased interest to the mass consciousness has risen with the advent of the mass media especially in television commercials. The human suggestibility in the recent modern age has increases significantly. Applications of subtle techniques through television media has emerged one of the most profitable for marketers. Non-verbal and verbal persuasion techniques in television advertising are used with psychoanalytic approach with its advancement of technology and subliminal exposures with a persuasive content. Verbal persuasion techniques in advertising: the psychoanalytic approach. The word “trans” is familiar for majority of modern youth (the word "hypnosis" is more common). In this state, it is enough to put into the mind of the receiver of information the right program for behavior in the conditions of selection. The most appropriate technique of trance induction is verbal persuasion under the name "break of pattern". People commit a lot of actions according a specific, long and assimilated program. They used to live, solving various problems (dandruff, tooth decay and other challenges.) Advertising, describing the problem, uses a kind of verbal persuasion techniques, which tries to connect to this particular program, introducing a certain man to a state of "daydream" (his protective mechanisms weaken, if the advertising will be able to thoroughly describe the issue, which is part of his life and the decision of which is valuable for him”,(Frazier 3)). Most commercials are built under the scheme of fairy tale: there is a problem and a sacrifice, and there is the appearance of the Savior, the panacea, which will solve this Harris 2 problem. A panacea (or panaceum) is also a literary
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