Cet article dresse un bilan des travaux menés jusqu'à ce jour sur la compréhension des mécanismes de persuasion publicitaire. Aujourd 'hui, les principaux processus de persuasion ont été mis à jour : d'ordre cognitif à travers les croyances des individus sur un produit et/ou d'ordre affectif via leurs émotions ressenties lors de la diffusion du message ou leur attitude envers la publicité. Cependant, la recherche ignore toujours l'importance relative de ces deux mécanismes et les variables explicatives de la prédominance d'un processus sur un autre, selon les situations. A partir de ce constat, l'auteur suggère des horizons de recherche nouveaux, à travers notamment la prise en compte, de manière plus globale, des facteurs psychologiques et situationnels caractérisant les individus pendant leur exposition à une publicité.
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