Advertising, marketing, and persuasion

Описание: This lecture explores how advertising, marketing, and branding function as strategic tools of persuasion to shape consumer attitudes and behaviors. Key concepts and techniques explored include:

Advertising vs. Marketing: Advertising is the specific "execution" of paid messages , while marketing is the broader "strategic puzzle" involving research, pricing, and relationship building.

Branding & Identity: The process of creating a distinctive identity—through logos, values, and design—to build long-term consumer trust and loyalty.

Subliminal Advertising: The controversial use of messages below the threshold of conscious perception; though widely discussed, scientific evidence of its effectiveness is minimal.

Product Placement: A subtle persuasion method where products are included in media programs without explicit sponsor identification to build brand recognition.

Influencer Marketing: Leveraging parasocial relationships—the personal connection followers feel with creators—to increase trust and the likelihood of product adoption.

Semiotics & Association: The use of signs and symbols to link products with favorable images or nostalgic family experiences to give the brand deeper meaning.