الإقناع والتلاعب في الخطاب الإعلاني: دراسة حالة للعلامات التجارية الفاخرة

الملخص

This study aims to provide a critical assessment of how persuasion and manipulation occur within luxury brand advertising communication, as well as the ways that rhetorical, pragmatic, and symbolic communication strategies create or modify consumer perception, identity, and behavior; as well as to evaluate the ethics of those communication strategies. The sample consists of 6 advertisements. They were used in this research purposively from top-tier luxury brands. They are representative of different advertising strategies (digital, print, social media) that luxury marketers employ. The study is based on the Elaboration Likelihood Model, and it is developed by Petty and Cacioppo in 1986. The model describes how persuasion occurs via two different paths: the central route and the peripheral route. The findings showed that luxury brands use both persuasive (as a result of rational appeal) and manipulative (through symbolic cues to create an identity for the consumer) advertising strategies when creating ads. Persuasion is demonstrated through a "central" route, emphasizing the craftsmanship, heritage, and quality of luxury products. The findings also showed that manipulation is used alongside persuasion by using the insecurity and social pressure on consumers to make them believe that having a luxury product defines who they are and establishes their level of status.