Persuasion

Daniel J. O'Keefe
Northwestern University
d-okeefe@northwestern.edu

Word count: 884

Persuasion is a communicative function that can be pursued in many different settings, ranging from face-to-face interaction to mass communication. Mass media persuasion takes three primary overt forms: commercial advertising (of consumer products and services), prosocial advertising, and political advertising. On each of these subjects, there is extensive empirical research and theorizing ( Strategic Communication).
Studies of consumer advertising have examined such questions as the effectiveness of different advertising strategies, the role of endorsements in consumer advertising, effects of varying the frequency and timing of advertisements, the role of visual elements, and so on (e.g., Kardes et al., 2005; (→ Advertising; Advertising as Persuasion; Advertising, Endorsement in; Advertisement, Visual Characteristics of.) Advertising is commonly one part of a larger......

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Title: Persuasion
Approximate Word Count: 1047
Approximate Pages: 5 (250 words per double-spaced page)

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