The advertisement shows the seventh American Idol, David Cook, endorsing the brand of Skechers shoes. This shows the attractiveness aspect of persuasion; Skechers enlists David Cook as an endorser as they would most probably wish to attract his large fan-base.
There is also the effect of good feelings as customers only have to buy a pair of Skechers shoes to stand a chance to win tickets. As there is nothing to lose, customers will be more inclined to purchase Skechers shoes and at the same time, gain the possibility of seeing Cook in concert.
Tan Pei Wen, T02
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