Hugh Rank Essay

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The persuasive model of Hugh Rank has played a vital role in the area of marketing and advertising products. This also has extended till the scope of asset buying and selling such as stocks and property. Hugh Rank’s model enables to strengthen the seller or the persuaders argument through the tactics of intensification; intensifying other’s bad and own good and downplaying other’s good and own bad. This is recently seen in the YouTube advertisements of Sprint and AT&T. They both attack each other through intensification of their own and other’s bad for example AT&T get attacked by Sprint because of its data expense and on the other hand Sprint for its lack of data coverage. It is clearly seen that these both downplay their negative aspects …show more content…
The second tactic is composition, which basically is how the advertisement or a billboard poster is manipulated and shot. This gives the persuader a chance to show his perspective to the product. We have usually seen that we often wear shoes which are not usually noticed but billboard posters shoe advertisements which is shot in such an angle that the model’s shoe become the most prominent object in the frame and gives an idea to the viewer that these shoes will be noticed. The final tactic of intensification is Association which is done by associating famous personalities to products such as we have seen the famous footballer Christiano Ronaldo’s presence in shampoo advertisements. Yes, this has a major effect as every famous personality has fan following which will indeed opt for the same shampoo their idol is promoting and will make them feel that they are following their idol. Now comes the tactics of downplaying one of the which is
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