ABSTRACT
This chapter considers the ways that public campaigns—namely, advertising and public relations campaigns—function as a persuasive element in society. Forms of persuasive public campaigns have been in existence for centuries. Aristotle argued in Rhetoric over 2,000 years ago, the successful persuader must utilize logos (logic), ethos (credibility), and pathos (emotion) to gather the support of the public. The advertising process typically requires one or more of the stages included in a model developed by researchers at Yale University, referred to as the Yale five-stage developmental model. Specifically, the steps of this model include identification, legitimacy, participation, penetration, and distribution. Each type of campaign is specifically designed to deliver a variety of persuasive messages that get the public's attention; create a position in the public's mind about the product, person, or idea; and call the public to action. The Public Relations process almost always includes the following elements: a client, an agency, a team of practitioners, and a formula for persuasion.
