• Ranjana Deane
• Dr. Sanjay Mohan Johri

Advertising is a promising drive that made it easier to flog more products because of its convincing attributes. As a device of promotion, it is well-structured and tranquil, peculiar mode of communication system and also plays an important role in contemporary life since it outlines the nature of the individuals and the society, without a doubt having a huge impact on the consumer behavior. The chief goal of advertising a particular product is to charm the customers and examine the effect of advertising which are nailed down by many characteristics among which the psychological-perceptive, behavioral and emotional aspects play the most significant role. The advertisement’s influential attributes nevertheless, has created many controversies and condemnations. It has been strongly criticized on the ground that it is pointless and profligate and through this, many people are persuaded to purchase valueless merchandises. Therefore, this paper inspects how customers can be influenced to utilize commodities that are advertised through means of persuasion techniques. The foremost objective of this study is to explore psychological advertising factors and the article aims for theoretical analysis and summary of psychological impact of the advertising on the customer behavior.

Advertising, Psychological Characteristics, Social Media, Impacts, Promotion, Attitude, Language of Persuasion

"Advertising: The Language of Persuasion and the Psychology behind it", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 11, page no.283-288, November-2018, Available :http://www.jetir.org/papers/JETIR1811739.pdf

"Advertising: The Language of Persuasion and the Psychology behind it", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 11, page no. pp283-288, November-2018, Available at : http://www.jetir.org/papers/JETIR1811739.pdf