Abstract
Communication is one of the most important branches of the
Humanities, as it deals with the methods and means of communication
among human beings. Since advertising is aimed at human beings,
its first priority is how to reach potential target audiences and change
their purchasing behavior. Persuasive Communication is considered
as one of the most important communication theories that might
influence the recipient, because it can employ persuasive techniques
that might change consumer behavior by putting forth reasonable
convincing ideas and proofs that might convince the potential
recipient.
The researcher first went over some communication theories as
a background for Persuasive Communication, and then applied that
theory to the advertising campaign designed by her. The method
used in the campaign focused on persuading women by employing
the concept of ‘social satisfaction‘ and by appealing to their natural
love of individual ownership. Simply put, the theory persuaded a
woman that by wearing the jewelry, the subject of the campaign,
she would gain the satisfaction of her man, an objective Women are
always eager to realize.