What Are the Tools of Persuasion in Advertising?

SOURCE:  https://smallbusiness.chron.com/

Advertising is a communication strategy designed to convince consumers to buy a company’s products. Persuasive communication involves getting attention, generating interest, creating a desire for change and encouraging action. Advertising is important for driving revenue and profit growth. Small businesses can use persuasive advertising in one-on-one settings and through traditional media channels, including print, television and the Internet.


The repeated use of phrases and images can help people remember the advertising messages and even accept them as truthful. For example, a technology company could reinforce the message of productivity in its commercials and a retailer could emphasize that its products provide the best value. Catchy slogans are also useful because they can be easily incorporated into short commercials and Internet banner ads.


The repetition-break tool consists of two or three repetitive sequences followed by a break or a deviating event that is different from the other sequences. For example, a pharmaceutical ad could show repetitive sequences of virile men and women in different settings followed by a graphic of the drug. The repetition creates an expectation of what is to come and the break comes as a surprise, which captures attention and generates interest. At the annual conference of the Cognitive Science Society, University of Illinois at Urbana-Champaign professor Jeffrey Loewenstein and colleagues cited research experiments showing that television advertisements using the repetition-break tool are persuasive and lead to higher purchase intentions than other forms of advertising.



If done properly, humor is an effective persuasive tool. Ambiguity, puns and comedic situations can make an ad memorable. People tend to remember things that make them smile, possibly leading to a purchase decision. For example, people are likely to remember a soft drink ad that has sketches of adorable polar bears drinking soft drinks while sliding down a mountain. Humor is one part of advertising messages, which usually include substantive messages, such as social acceptance, old-age security and family relationships.


Shock advertising aims to grab the attention of the audience. Jarring images and shocking text may also generate free media coverage, increasing the effectiveness of the advertising campaign. Public awareness ads against smoking and drugs often use shocking images to convey important health and safety messages. However, shocks tend to lose value through repeated exposure because viewers may start ignoring the ads altogether.

Other Tools

Other persuasive advertising tools include romantic imagery, music, stereotypes and celebrity endorsements. Product placements in favorite television programs and movies may also have a persuasive effect.





source:  buguroo.com

Phishing is considered one of the most prolific cybercrimes affecting individuals, companies and large institutions. Basically, it consists of supplanting the identity of a person or a brand/company through different media based on new information technologies.

The objective is to trick the recipient of a phishing email into providing confidential information used subsequently to carry out a financial scam. The basis for this cybercrime is none other than the main problem posed by the internet: distinguishing the true from the false.

We can identify several types of Phishing, depending on the media:

  • Deceptive Phishing: The user receives an email in which the cybercriminal pretends to be a trusted company in order to obtain confidential information, usually banking information with which to steal money. Sometimes, the email includes a link that redirects to a malicious site. It can be a cloned page whose URL is almost identical to that of the legitimate site. This is the system par excellence because it allows the use of more elements to create the deception: text, images, data…
  • Smishing: The cybercriminal usually pretends to be a trusted company and sends an SMS informing the user that they have won a prize, or offering them some kind of advantageous service. The objective is to trick the user into clicking on a link or downloading software that will ultimately steal their information.
  • Vishing: The cybercriminal uses voice calls posing as a supplier, operator, a support center, a bank, etc. with the aim of collecting certain personal information with which to later create the scam.

The fight against this type of crime has begun and cybersecurity companies try to generate antiphishing systems with the aim of identifying those communications or websites that may be false.

For their part, cybercriminals try to innovate so that their emails, text messages or calls are increasingly credible for users and get through the filters created by these antiphishing systems.


source: https://hub.tradeshift.com/


I recently had the pleasure of speaking with Mead Treadwell, former Alaska Lt. Governor and current Chairman and CEO of QuilakLNG. And since I’ve been spending my summer in Alaska, it was honor to host him as my first in-person guest for this series (outside and distanced, of course). 

Mead is known as one of the world’s leading Arctic policy experts. He has dedicated his life to building cooperation across the Arctic on economic, science, environmental and security issues since the early-1980’s. We talked about competing claims on the resource rich Arctic, the spirit of the Alaskan people and what it was like to be first on the scene at the Exxon Valdez oil spill.

The Interview (video)


source: bbc.com

        Image by David Mark from Pixabay

Beneath the frozen wastes of the Arctic, a three-way geopolitical tug-of-war is taking place over which country owns a ridge of undersea mountains. The winner will change maps forever.

One of the most mysterious mountain ranges in the world is not visible on any ordinary map. You can’t see it on the most popularly used flat map of the world, the Mercator projection, or on the Peters projection that is a popular (and more accurate) alternative. On a spinning globe, the plastic axle at the North Pole often covers it up, as if there’s nothing to see.

But this is where you can find the Lomonosov Ridge, a vast mountain range running from the continental shelf of Siberia towards Greenland and Canada. The mountain range stretches for more than 1,700km (1,060 miles), its highest peak is 3.4km (2.1 miles) above the ocean floor.

This little-known mountain range is at the centre of three nations seeking sovereignty over the seabed around the North Pole. According to Denmark, the mountain range is an extension of its autonomous territory of Greenland. According to Russia, it is an extension of the Siberian archipelago Franz Josef Land. And according to Canada, it is an extension of Ellesmere Island in the Canadian territory of Nunavut.

So who is right?

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The ridge was first discovered in 1948 by researchers on one of the Soviet Union’s early expeditions to the central Arctic. From a camp on the sea ice, the Soviet scientists detected unexpectedly shallow waters to the north of the New Siberian Islands. It was the first hint that the ocean was split into two basins by the ridge, rather than being one large, featureless basin, as previously assumed. In 1954, the researchers published a map showing an underwater mountain range, which they named after the 18th-Century poet and naturalist Mikhail Lomonosov, who had predicted 200 years before that such features would be found in the Arctic basin.

Today, more than 70 years after the ridge was detected, it remains an enigmatic feature in one of the most poorly mapped seafloors in the world. Even with modern ships passing powerful 864-beam arrays of sonar down through the Arctic waters, the resolution of the ridge is only in the order of hundreds of metres. That’s like being just about able to distinguish one end of an athletics track from the other side.

source: atlanticcouncil.org

Driven by rising temperatures and melting ice, the vast Arctic region is changing—and so are the military priorities of the United States and its two biggest adversaries: Russia and China.

With that in mind, the US Air Force has unveiled its new, comprehensive strategy for the Arctic.

The launch coincided with a July 21 virtual event hosted by the Atlantic Council’s Transatlantic Security Initiative and ForwardDefense within the Scowcroft Center for Strategy and Security. The panel featured Secretary Barbara Barrett of the Department of the Air Force and two members of the Joint Chiefs of Staff: General David L. Goldfein of the US Air Force and General John W. Raymond of the US Space Force.

“Historically, the Arctic, like space, was characterized as a predominantly peaceful domain. This is changing with expanded maritime access, newly discovered resources, and competing sovereign interests,” said Barrett. “No other country has a permanent military presence above the Arctic Circle comparable to Russia’s.”

That’s no surprise, given that 53 percent of the Arctic Ocean’s 45,390 kilometers of coastline falls within Russia’s jurisdiction. The remaining 47 percent is split among seven countries: the United States (Alaska), Canada, Denmark (Greenland), Iceland, Norway, Sweden, and Finland.

Continue reading “As Arctic Warms Up, US Air Force Launches Strategy for Confronting Threats”

source:  militaryaerospace.com

A recent White House memo directs the Pentagon and other executive departments to provide a roadmap by early August for creating a security fleet of icebreaker ships. The Washington Free Beacon reports. Continue reading original article

The Military & Aerospace Electronics take:

11 Aug. 2020 — The move to acquire icebreaker ships signals Washington’s recognition of the Arctic and Antarctic regions’ increasing geopolitical significance, as well as a willingness to stand up to China and Russia.

The memo comes at a time when the U.S. has minimal strategic capabilities in the polar regions; there is not a single U.S. port in the Arctic capable of housing icebreaking ships. This shortcoming is addressed by the memo, which orders a search for at least two “optimal” U.S.-based port locations and two international port locations.

Military authorities say the need to bolster U.S. operations in the polar regions is immediate. The gap between America and its competitors in Arctic operations and power projection is substantial. Russia has a fleet of six heavy-class icebreakers and pledges to double that number in the next decade. Meanwhile, Beijing announced plans to build its own icebreaker ship late last year. The two nations increasingly have cooperated in the region as well.

Related: Arctic surveillance is the result of East-West political tensions in the polar regions