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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."
Alain Elkann's Interview of Scott Armstrong
Alain Elkann interviews famous people. The three listed in his interview directory under the letter B, for example, are Ban Ki-Moon, Bianca Jagger, and Brigitte Bardot. During his current visit to the University of Pennsylvania, Alain interviewed the founder of the AdvertisingPrinciples.com site, J. Scott Armstrong.
Important checklists listed on the top menu bar
We have re-designed the homepage. The primary change is to provide quick access to the most frequently used checklists (and software) listed horizontally on the top menu bar. We believe that these â€śevidence-based checklistsâ€ť provide the most effective way to use the research findings on persuasion. (For evidence on the effectiveness of checklists, see Why you should use checklists when you create advertisements.)Read More
Principle - 2.5.1 Associate product with things that are favorable and relevant to the product.
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): firstname.lastname@example.org