Persuasion Path of Commercial Advertising: A Case Study of Watsons' Membership Points Ad in Thailand

In today's information-saturated media landscape, enhancing the persuasive power of commercial advertising has become a critical concern for both brand marketing and media studies. Taking Watsons Thailand's "Attract Attention-Enhance Understanding-Strengthen Memory-Drive Conversion" as an analytical case, this study explores the persuasive mechanisms and behavioural conversion pathways at work. Grounded in Media Influence Analysis theory, attitude function theory, self-monitoring theory, and reasoned action theory, this study aims to deconstruct the strategic logic behind commercial advertising strategies in information source construction, content design, audience adaptation, and channel selection. The investigation focuses on two core themes: how advertisements optimize message delivery through marketing keywords, and how they facilitate the transition from attitude to action. Findings reveal how advertisements cultivate audience trust in information sources and positive attitudes, then overcome cognitive barriers to efficiently convert belief into decision-making within short timeframes. Ultimately, this study establishes a complete persuasive chain in advertising: "Attract Attention-Enhance Understanding-Strengthen Memory-Drive Conversion."