Advertisers are wily communicators. They know their social psychology and use it try to persuade us to buy their products. The following three advertisements show a couple of the elements of persuasion that they use, credibility and attractiveness.

The first one is for Daddy Pete’s Plant Pleaser soils. I perceived the source of this ad as credible from the statements that say they have “over 110 years of farming” experience and that they have passed down their farming traditions for generations. The ad doesn’t make any specific claims about the products but, it does lead me to believe that they are experienced farmers and know their dirt.

I did not find the same credibility in the next ad. It is a smiling baby face trying to entice us to follow PetsPlusMag on Facebook. It claims to have “fewer…bizarre memes” and “more…business intel.”  I don’t believe it for a minute. But, I admit I was drawn in by the smiling baby to read more of the ad. Cute? Yes. Ironically effective? Maybe. Credible? No.

Finally, a third ad uses physical attractiveness to send their message. It is selling Endless Summer BloomStruck Hydrangeas. The models are gorgeous plants. In addition to the tempting graphics, this company also offers plant care advice via text messages. I found this ad the most effective of the three. I could almost be persuaded that I could have a garden full of the same beautiful flowers except, that I am now aware of their strategy.