The type of persuasion used here is the attractiveness of the communicator, in which in this billboard advertisement, the apparel company here, Abercrombie & Fitch uses a muscular and toned male model to convey the message of 'hunkiness' with a hint of sexual appeal, which is universally known to attract most women. By buying clothings from this company, males will perceive that wearing them will also give them a bonus in sexual appeal like this model and be able to attract females around them. Also, it the capped word in this billboard brings out the aggressiveness of what women perceive men ought to be: FIERCE Thus, another reason for consumers to purchase their product, in hoping to feel or perceived as manly.
Gan Zi Kang, T01
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