Publicação
Persuasion Techniques Used in Netflix’s Communication Campaigns
| Resumo: | This case study aims to understand which persuasion techniques were used in two Netflix communication campaigns. To this end, we present a study that starts from a bibliographic search using books, scientific articles and multimedia files on the theme of persuasion and its framing in communication campaigns. Then we selected two Netflix campaigns, collecting the data on the Youtube platform. Then, a qualitative content analysis was carried out, in which six persuasion principles of the author Robert Cialdini (2020) and other persuasion techniques such as classical rhetoric figures were identified. In this sense, it was found that in both campaigns under analysis, with regard to Cialdini's six principles of persuasion, were used the principles of coherence and commitment and scarcity. The rhetorical technics, emotion, hyperbole, music, altercasting, influence of the means chosen in the interpretation. repetition and alliteration were identified in both campaigns. Finally, it was found that there is also the possibility that manipulation techniques have been used since three arguments constituted using the formal fallacy of the consequent statement were identified in the analyzed campaigns. |
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| Autores principais: | Perpectuo Figueiredo, Ana Carolina |
| Outros Autores: | Engrácio, Handerson |
| Assunto: | Persuasion Manipulation Communication Campaigns Netflix Persuasão Manipulação Campanhas de Comunicação Netflix Persuasión Manipulación Campañas de Comunicación Netflix |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | unknown |
| Instituição associada: | Associação Portuguesa de Ciências da Comunicação |
| Idioma: | português |
| Origem: | Revista Comunicando |
| Resumo: | This case study aims to understand which persuasion techniques were used in two Netflix communication campaigns. To this end, we present a study that starts from a bibliographic search using books, scientific articles and multimedia files on the theme of persuasion and its framing in communication campaigns. Then we selected two Netflix campaigns, collecting the data on the Youtube platform. Then, a qualitative content analysis was carried out, in which six persuasion principles of the author Robert Cialdini (2020) and other persuasion techniques such as classical rhetoric figures were identified. In this sense, it was found that in both campaigns under analysis, with regard to Cialdini's six principles of persuasion, were used the principles of coherence and commitment and scarcity. The rhetorical technics, emotion, hyperbole, music, altercasting, influence of the means chosen in the interpretation. repetition and alliteration were identified in both campaigns. Finally, it was found that there is also the possibility that manipulation techniques have been used since three arguments constituted using the formal fallacy of the consequent statement were identified in the analyzed campaigns. |
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