The effect of the hypnotic-suggestive communication level of advertisements on their effectiveness

Abstract

Advertising is mentioned sometimes as a hypnotizing experience. The present study investigated this claim by developing and implementing a questionnaire for measuring the level of hypnotic-suggestive communication in advertisements. The results demonstrated that this level is a crucial variable for advertising effectiveness and for the evaluations of the advertised brand. Copyright © 2007 British Society of Experimental & Clinical Hypnosis. Published by John Wiley & Sons, Ltd.