Influencing the Decisions of Target Audiences by Activating the Role of Persuasive Communication in Print Advertising (An Applied Study on Jewelry Advertisements)

Communication is one of the most important branches of the Humanities, as it deals with the methods and means of communication among human beings. Since advertising is aimed at human beings, its first priority is how to reach potential target audiences and change their purchasing behavior. Persuasive Communication is considered as one of the most important communication theories that might influence the recipient, because it can employ persuasive techniques that might change consumer behavior by putting forth reasonable convincing ideas and proofs that might convince the potential recipient. The researcher first went over some communication theories as a background for Persuasive Communication, and then applied that theory to the advertising campaign designed by her. The method used in the campaign focused on persuading women by employing the concept of ‘social satisfaction‘ and by appealing to their natural love of individual ownership. Simply put, the theory persuaded a woman that by wearing the jewelry, the subject of the campaign, she would gain the satisfaction of her man, an objective Women are always eager to realize.