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The work presented in this thesis describes the implementation of an innovative automated system to analyse persuasion techniques. Taking advantage of the powerful informatics tools that are available and applying them to the marketing domain, we aim to build a tool that assesses the impact of product advertisement by providing a quantitative measure of how persuasive the ad is. According to Robert B. Cialdini’s theory of influence, there are 6 principles of persuasion that lead us to comply with someone’s request. The tool described here, estimates the influence of these 6 principles in persuading someone to read an ad. To quantify the influence impact, a statistical analysis was built based on questionnaires filled by 100 people. The respondents covered a wide range of age and educational backgrounds (e.g. students, employed and unemployed people) and their familiarity with technology varied from beginners to experts. By using our tool, a marketing manager or even someone who is not familiar with advertising can predict how influential their advert can be. The key to success in persuading a future buyer to purchase an item is to use convincing language and effective persuasive techniques. Although the tool we propose currently relies on preliminary findings, we believe that further improvements will develop this into a powerful and essential means for marketing managers to make their selling techniques more effective.