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Advertising Principles News
“House Ad Project” added for classes or self-directed learners
The “House Ad” is an integrative project for in-residence training or for self-learners. It allows learners to demonstrate applications of principles and techniques for creating advertisements. This format can be used for any product or service. It is described here.Read More
Persuasion Principles Checklist for Creating Advertisements introduced
Rui Du (Jessie) has developed the “Persuasion Principles Checklist for Creating Advertisements”. This creativity aid uses all 195 advertising principles summarized in Armstrong (2010). Check the Beta version here. It cannot be rushed. Use the Checklist when you are well rested. Use short work sessions and allow calendar time to reflect on the process. The checklist is provided online, so it is more convenient to use. For example it can be used on tablet computers.Read More
Commercial Illustrating a Principle
Principle - 6.9.1. Consider negative advertising when there is only one major alternative to your brand, and it has serious shortcomings. - Complies
Each commercial was selected to illustrate a single principle. Some show commercials that comply with a principle; others show ones that violate a principle. They are in numerical order; so if you would like to find an earlier one, refer to the complete list of commercials.
An appeal from J. Scott Armstrong
If you find this site useful in your role as a practitioner, educator, or researcher, please consider purchasing Persuasive Advertising. To date, all of the royalties have gone towards improvements of this not-for-profit site. (See funding)
The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators. Ideas for improving the site, please send to the Site Manager Rui Du (Jessie): email@example.com