The Effect of Textual Argumentation on Persuasion inAdvertisements.

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2021-06-23

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en

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This study contained research about persuasion in advertisements. The researchers measured whether the presence or the absence of textual argumentation affects the persuasiveness of an advertisement for durable goods. Previous research showed that withholding accounts could be beneficial in certain situations. This study aimed to research whether this was also true in a marketing context. An experiment was conducted to measure the persuasiveness of the advertisements.

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Faculteit der Letteren