Identify persuasive components of television advertising for promotion of energy efficiency (power) in the country (Iran)

The purpose of the research is the study of television advertising as a means of changing the values, beliefs, attitudes and behaviors and to evaluate the effectiveness of persuasive elements of television advertising on consumer behavior in the audiences, especially the energy consumers. Then, it will be assessed, the viewers of these ads, how to follow the correct pattern of energy consumption are encouraged. This research method is qualitative content analysis, and analysis of literature reviews, contents of related articles and documents. The society of the research is the efficiency experts intended to promote the energy conservation and efficiency. We selected persons by purposive sampling and did semi-structured interviews with them. The research scheme is evaluation of the advertising for finding critical component of persuasive advertising in changing beliefs and attitudes of consumers and lead to changes in consumer behavior. Considering the findings from the interviews and qualitative content analysis, the results suggested the factors related to the message, audience and condition are effective to persuade the energy consumers. The elements of emotional, cognitive and behavioral message will affect the process of consumer persuasion