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Aims:This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."
Persuasion Principles Checklist for Creating Advertisements updated
We have updated the Persuasion Principles Checklist for creating ads. The instructions were put into a separate pdf file for easy reference. The clarity of the checklist was also improved by dividing the instructions into more specific steps, improving the data presentation and by clarifying the explanations. Download here.Read More
Principle - 5.10.1. Use positive innuendoes when there is some basis. - 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