Public Relations Practitioners’ Employment of Persuasion Techniques in Health Advertising Campaigns

Abstract

Objectives: This study aims at investigating the extent to which public relations practitioners employ persuasion methods in health marketing campaigns. It also highlights the most prominent persuasive appeals in health marketing campaigns. 

Methodology: The study is analytical and descriptive. The sample consists of (100) advertisements.

Results: The results reveal that the persuasion methods used in advertising campaigns vary according to institutions and societies. In addition, the study indicates that “religious advertising” is prioritized over other methods (such as personalization, repetition, enticement, excitement, and evoking experiences) which are not commonly used as persuasion methods. It also shows that rational appeals rank first followed by emotional appeals whereas intimidation appeals rank last.

Conclusion: Based on the results, the study makes clear that public relations practitioners are expected to influence and persuade by taking advantage of the available choices and by bearing in mind the target audience of the advertisements. Moreover, the study recommends reusing the persuasive methods of health advertising messages, benefiting from specialists on the field and focusing on various logical and emotional appeals to attract the audience.