In this advertisement, the persuasion technique used is peripheral route via attractiveness of the communicator. With Beyonce, a famous singer who is very attractive and loved by many is the ambassador of Emporio Armani would persuade fans of Beyonce to purchase this perfume as they believe Beyonce uses the same perfume thus they would like to use what their idol uses. Even for those who may not know who Beyonce is will be awed by her beautiful features and this may also result in them being persuaded to buy the perfume as her physical characteristics has attracted their attention. By having a well known artist advertised in this ad, consumers may associate Emporio Armani's product positively as the person that portrays the image of Emporio Armani is a woman who has achieved so much in her life.
By: Siti Fatihah Khan Surattee 1T04
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