Advertising A New Approach (RLE Advertising)

4

Persuasion

 

THE logical and practical difficulties involved in any attempt to separate information from persuasion, which were examined in the previous chapter, arise from the fact that the two concepts shade into each other. Any dividing line between information and persuasion must be artificial, an arbitrary mark made for the purposes of discussion. Consequently, in moving on to the particular examination of the persuasion factor in advertising, we do not, and cannot, altogether dismiss the information factor from consideration.

The arbitrary nature of the transition we are now making, as a matter of exposition, stands out plainly if we think of actual cases of sales of goods as they occur in real Ufe. Sellers normally give potential buyers ...