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Rhetorical Persuasion in Advertisements: Its Psychological Impact on Millennial Consumers
Abstract
The study aimed to determine the psychological impact of rhetorical persuasion to the millennial consumers. In order to determine this, respondents’ demographic profile, their perceptions towards advertisement and their preferred rhetorical persuasion were identified. It further aimed to analyzed how advertisement’s applied persuasion technique can psychologically persuade the respondents.Quantitative and descriptive research design were used in this study. There are 107 millennial respondents participated in the study. In conclusion, this study provided insights on the psychological impact of rhetorical persuasion in advertisement to Saudi millennial consumers. Demographic variables, such as gender, age, and personal allowance has little or no effect with their advertisement preference. Logos appeal incorporated in advertisement is most appealing to millennial respondents due to their personality that millennials are educated and knowledgeable, thus they will be believed or persuaded more with facts.
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