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1. PSYCHOLOGY JOURNAL 2
MECHANISM OF PERSUASION
NAME: LIEW JIN
STUDENT ID: 0318449
COURSE CODE: PSY30203

2. This is an advertisement of the BMW car. This advertisement was founded in the newspaper,
‘The Edge, Malaysia’. As everyone knows BMW is a very pricey and luxurious car, who
doesn’t want a BMW car?! The aim of this eye-opening advertisement is of course to attract
car lovers all around Malaysia to get one BMW today! All these wouldn’t go with the flow if
it wasn’t because of the power of persuasion. Unless you’re living in a cave, people are
persuading you all the time. So what exactly is persuasion? Persuasion is a process of
convincing other people to change their attitude or behaviour regarding an issue.

3. In this advertisement, it gives a person to appeal in a social need. For example, because
BMW is a luxurious car, people might want to buy it to be popular, prestigious or maybe
similar with their friends. This advertisement also used loaded words and attractive eye-
catching images.
Besides, this advertisement started off with a big sign, ‘GIFTS COMES EARLY THIS
YEAR’, which means an early Christmas present! Since Christmas is around the corner,
people would probably be looking for cars maybe for their 18 year old kids who just got their
license. Moreover, they’re also using the sentence ‘THE GREAT GIVEAWAY’. Who
wouldn’t be attracted to the word ‘Giveaway’? And also, giveaways are rare and you could
say they’re a once in a blue moon kind of thing. BMW might be using scarcity, which is the
playing hard to get’ techinique.
Secondly, would be the words in the black highlighted bar on top, stating ‘BMW PREMIUM
SELECTION. APPROVED USED CAR’. This is to show honesty and scam-free. By reading
this, people would maybe trust and feel safe when buying this car. Thirdly, would be the
highlighted words in the introduction, saying BMW is giving away attractive offers including
the ‘SPIN THE WHEEL’ challenge which one could win gifts and get promotions. All these
persuading in this BMW advertisement is using reciprocity, which is the ‘that’s-not-all
technique’. BMW is offering additional benefits to target people before they have decided
whether to comply with or reject specific request. They’re still promoting it anyways!

4. Thirdly, BMW is also using Scarcity again by the fast-approaching-deadline technique.
Notice the tiny sentence below the advertisement saying ‘Valid for a limited time only. While
Stocks Last’. This technique is probably telling the customers to make up their mind fast
before the deadline comes. This would give an excitement or maybe like an adrenaline to
decide as quick as possible before the promotion ends. But honestly, people would somehow
get pretty excited and would really buy it!
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