MODERN APPROACH OF ARTISTIC AND PERSUASIVE MARKETING COMMUNICATION

Mihai-Ioan ROȘCA; Angela MADAN

doi:10.24193/subbnegotia.2021.4.04

Authors

Mihai-Ioan ROȘCA Bucharest University of Economic Studies, e-mail: mihai.rosca@mk.ase.ro https://orcid.org/0000-0003-3107-4339
Angela MADAN Bucharest University of Economic Studies, e-mail: angela.madan@mk.ase.ro

DOI:

https://doi.org/10.24193/subbnegotia.2021.4.04

Keywords:

persuasion, art, influences technique, advertising, marketing.

Abstract

Persuasion sparks interest among the general public and marketers. Persuasive strategies activate discourses on responsible and sustainable business. This is an interesting phenomenon that needs to be studied, explained, and understood in order to destroy the myth among consumers. The purpose of this paper is to explore influence techniques used in marketing communication in order to test and develop a theoretical approach of art implication as a persuasive tool. This article, based on a secondary source case study, is reviewing the influence of art on consumer behavior. Related results from persuasive literature and survey results, based on 689 respondents, mainly from Romania, indicate that persuasive power has an impact according to the style of communication. Some advertisements try to increase persuasiveness, as a company’s marketing communication needs to appeal to ethics and morality. Art represents “one of the world’s most sacred cultural resources”. Different categories of artwork are mentioned, as well as their degree of cultural recognition. Art and persuasion are also the main principles for luxury retailers. After a conceptual framework, we developed a study that embraced art and science. Studying art as an influence technique represents interest among marketers, as a notoriety topic, not enough studied. The implications and findings of this research suggest that persuasive techniques based on art require continued research. This paper helps to place this subject in a proper perspective and clarifies much of its confusion. The results advance specialty theory and provide insights for marketers.

JEL Classification: M31, M37, M39

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