Techniques de persuasion dans la publicité du XXIème siècle
Persuasion Techniques in the 21st Century Advertising

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Summary/Abstract: Most people do not know that their buying decisions are influenced by the use of persuasiontechniques in advertisements and commercials. This research can be seen as a small step inraising awareness of why and how persuasion is used in advertising in order to enablebuyers to protect themselves from its effects and to make correct purchasing decisionswithout being too much influenced by advertising.For this purpose we have chosen to analyze a corpus of commercials and advertisements inorder to identify similarities and differences between the persuasion techniques used in TVcommercials and Facebook advertisements and to analyze the relation between the targetaudience and the techniques used in the selected advertisements in order to betterunderstand how persuasion is used by advertisers.The results show that in TV commercials more complex and sophisticated combinations ofpersuasion techniques are used, while in Facebook advertisements a combination ofmaximum three persuasion techniques is used. Moreover, on Facebook, even if the samepersuasion techniques as in the TV commercials are used for the same product, they areadapted to a specific age segment.

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