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Essay / Research Paper Abstract
The art of persuasion is a highly powerful tool in virtually every situation whereby one entity seeks to sway the behavior of another entity. A fundamental component for survival, persuasive techniques are found throughout the natural world in such forms as camouflage (chameleon), deception (Venus flytrap) and coercion (humans), all of whom have the single goal of influencing their respective targets. Public relations and advertisers tapped into this particularly effective tactic very early in the marketing game, realizing in short order just how vulnerable people are to various forms of manipulation. Gender focus provides an especially fruitful outcome when advertisers strive to reach their target market through strongly engaging social and personal appeals.
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A fundamental component for survival, persuasive techniques are found throughout the natural world in such forms as camouflage (chameleon), deception (Venus flytrap) and coercion (humans), all of whom have the
single goal of influencing their respective targets. Public relations and advertisers tapped into this particularly effective tactic very early in the marketing game, realizing in short order just how
vulnerable people are to various forms of manipulation. Gender focus provides an especially fruitful outcome when advertisers strive to reach their target market through strongly engaging social and personal
appeals. Convincing women to take up smoking was an objective that, in an era of emancipations infancy, could have had a less than attractive outcome; however, the manner by
which public relations and advertising companies targeted this focus market proved to be a watershed moment for the tobacco industry and social evolution alike. STRATEGIES THAT CREATED FEMALE SMOKERS
Human behavior operates under the rather straightforward composition of stimulus/response, a very basic yet highly effective method when public relations and advertising companies know which impulse to target. Looking
at print advertisements at the time when women were first being lured by the power of persuasion to start smoking, it is clear that while the aesthetic nature is specifically
associated with each passing era, the fundamental approach to reaching a female audience still remains the same as it is in todays market. Public relations and advertising companies capitalize
upon a womans core values when deciding how best to influence smoking habits, paying particular attention to current social trends, personal relationships and creating positive self-image. Many of the
observable elements used both then and now when targeting women incorporate preconceived gender roles to portray a greater innate connection with the female audience, not the least of which includes:
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