Abstract of a paper titled "Persuasive techniques in advertising":
The article explores persuasive techniques employed in commercial advertising and linguistic devices used to realise them. This study views persuasive techniques as features of rhetoric used for expressing logos, ethos and pathos. Depending on the principle of argumentation employed, the techniques are classified into three groups: those pertaining to logical reasoning (logos), those presenting a positive image of the company (ethos), and those involving the emotional component (pathos). The authors provide a detailed description of the persuasive techniques identified in the course of the research and single out the corresponding linguistic devices. The corpus of materials for the analysis comprises authentic commercials and original scripts of sample advertisements recommended for advertising agencies. Statistical frequency of persuasive techniques is elaborated to identify and describe the universal persuasive technologies used in advertising. Awareness of persuasive techniques improves the quality of advertising that affects the recipient’s preferences and attitudes in a subtle way without limiting their freedom. The results of the study will prove useful for those involved in the advertising industry as well as for everyone interested in the issue.
Introduction of a paper titled "Digital Microtargeting - Political Party Innovation Primer":
"The use of data to support political campaigns is, and always has been, common practice all over the world. Recently however, advances in technology have significantly changed the amount of information that can be gained from data, especially with regards to digital data from our Internet use.
By analysing specific datasets, political parties can achieve a highly detailed understanding of the behaviour, opinions and feelings of voters, allowing parties to cluster voters in complex groups. Such clusters can subsequently be targeted with online political advertisements that speak to their concerns and that are in line with their opinions. These online messages can only be seen by those voters in the targeted clusters. This is called digital microtargeting.
The more detailed the available information on each voter, the more targeted and micro the political campaigns can become. Microtargeting promises to fundamentally change how a political party communicates with the electorate. At the same time, it brings new legal, ethical and political dimensions into play that ought to be understood and addressed. In particular, digital microtargeting brings campaigning to a whole new level of sophistication and can be used both positively and negatively.
This Primer discusses digital microtargeting by political parties and concentrates on examples of political parties around the world that have used legitimate microtargeting practices in their campaigns. Electoral contexts differ by jurisdiction, and the Primer attempts to show examples that suit different contexts but with a focus on European cases."
Description of a book titled "News Framing Effects":
"News Framing Effects is a guide to framing effects theory, one of the most prominent theories in media and communication science. Rooted in both psychology and sociology, framing effects theory describes the ability of news media to influence people’s attitudes and behaviors by subtle changes to how they report on an issue. The book gives expert commentary on this complex theoretical notion alongside practical instruction on how to apply it to research."