Most of the advertisements exist to sell a specific product, organization, ideas or services. Advertisers developed different
techniques and methods in order to persuade the audience or the people to buy their products.
Persuasion plays a great role in the world of advertising because it is the main purpose of advertising.
According to Hybels and Weaver II, 2001, "persuasion is the process that occurs when a communicator (sender) influences the values, beliefs, attitudes, or behaviors of another person (receiver)." They also added that it is impossible to escape persuasive messages and that change can occur when persuasion takes place.
Furthermore, they said that in order to understand persuasion, one should fully understand influence and motivation.
Influence is defined by the
www.wikipedia.org as a term that refers to the ability to indirectly control or affect the actions of other people or things. Basically influence is related to change. Change also occurs when influence takes place. The authors Hybels and Weaver II said that "influence implies a degree of control over the thinking, emotions, and actions of others. They also added that social influence is what occurs when a person''s values, beliefs, attitudes, or behaviors are changed because of the behavior or presence of another person.
Motivation comes in when a person is likely to buy a product because of someone else or it could be something else that a affects him in some other way. Hybels and Weaver II defined motivation as the stimulation or inducement that causes a person to act.
Persuasion, influence, and motivation are interconnected and interrelated with each other.
It implies that influence, motivation and persuasion is related with each other thus helping an
advertisement to make the audience decide whether to accept or reject the product.