抄録
The purpose of this paper is to revaluate AIDA, a persuasive strategy used in business-letter writing. The developments in information technology and the advance of internationalization have accelerated the globalization of business communication, which has impressed the importance of communication strategies. AIDA, one of the communication strategies for persuasion, stands for Attention, Interest, Desire, and Action, which mirror consumer purchasing behavior. According to a recent study, AIDA was propounded in the early 20th century and subsequently subject to numerous modifications, but it still remains the most widely accepted model. The review of each of the steps shows how useful AIDA is in organizing persuasive messages. The appreciation of AIDA is attributed to its clear and audience-oriented guidelines besides its memorable name. Business communication aims to get results and often attempts to motivate the audience to act favorably. To get the desired response from the audience, AIDA, the art of persuasion, enables us to develop effective business messages.
