Persuasive communication in Vietnamese advertisements

Abstract

Communication activities are carried out towards a certain purpose, including persuasion. The advertisements are also created to convince buyers to trust the products and services of the brand. In order for the ads to be persuasive, it is imperative for brands to develop effective advertising strategies – strategies of marketing communications to change consumers' perceptions, attitudes and buying behaviors. Applying the theoretical framework of Aristotle, who is known as the pioneer of the first studies on persuasion, the article will clarify the concept related to this activity and generalize the persuasive communication model as well. Thenceforth, analyzing effective persuasion factors in a defining number of Vietnamese advertising discourses.