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CMN 10V Term Project
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My chosen topic is persuasion, and more specifically, persuasion in advertisements.
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This study shows how companies can sometimes use segmentation to separate how they appeal to different demographics, specifically men and women in this case. Segmentation is when people divide the audience into smaller groups based on demographics, which then makes it easier to appeal to each group. This source evaluates the differences in perception between the two genders and offers insight into how messages are received by an audience in advertising. Although not all men and women fit these parameters used by advertisers, it is still a commonly used way of thinking among advertisers. They frequently use it as a way of persuading audience members and getting them to purchase their product.
This blog connects nonverbal communication to persuasion because nonverbal communication largely influences credibility and other aspects of a message. Nonverbal cues can affect the meaning of a message and the way an audience receives a message. Since nonverbal cues are commonly used to establish credibility, as stated by the article, this is extremely applicable to advertising. Credibility is extremely important for advertising because it is a huge basis for whether or not people are able to be persuaded into purchasing what the company has to offer. It also points out the role that noverbal communication can play, which makes advertising much more complicated.
This video talks about credibility, a principle of persuasion, and how it relates to persuasion within advertising. more specfiically, this video relates celebrity advertising to credibility and how it gets people to make purchases. The person sending a message in communications is often very important to the meaning and how a message is received, and this video shows that. The communicator plays a big role, and in advertising can be a huge source of credibility. It can influence whether or not an audience wants to purchase a product. Celebrities are commonly used in advertising because of their connection to the public and fan base, which would establish a lot of credibility for them and the product.
This man unexplicitly talks about the Social Adjustive Theory, and how advertising works to change people's attitudes and beliefs. The social adjustive theory affects how people change their minds and make decisions based on their beliefs. In advertising, changing a consumer's mind is a highly sought after skill and can make a huge difference in the successfulness of a company. He specifically mentions that an ad being able to change people's perceptions or beliefs is a huge accomplishment that is very neccessary in advertising. He also claims that that is a goal amongst most ads when trying to appeal to new customers.
This source outlines the Attitude Behavior Relationship Theory, as decribed in lecture. This theory is about how attitude and behaviors relate to each other and how one changing affects the other changing. The source details the way that advertisers try to change consumer's attitudes to then alter their behavior and get them to purchase their product. By changing a consumers beliefs, an ad aims to also change their behaviors, thus getting them to purchase their products. This source is also very relevant because it talks about specific methods for this and how sometimes behaviors dont always match beliefs.
This source is about how emotional appeals affect advertising and persuasion. Emotional appeals are a primary basis for persuasion, and in advertising they have many different roles. There are a variety of different emotions that can be used to appeal to consumers in different ways, while still reaching the same end result-- the consumer purchasing the product. This study specifically looks at adolescents' responses to emotional stimuli in relation to sugary beverages. It collects data about which methods work better on adolescents in a PSA about the dangers of sugary beverages.
This source acts as an informational tool on the Extended Parallel Processing Model and details the way it is used to explain audience responses to fear and threat stimuli. This is usually used as a model for how audiences react to certain stimuli and messages. it can also be used as a way of predicting how an adience will behave after receivinga certain message or stimuli. This source uses a specific example with concrete data from a study done on the public after learning about the Avian Flu. They look at the public's responses as a result of hearing about the dangers of Avian Flu and then apply it to the EPPM.
This video depicts the way that children are appealed as a target audience to in the advertising industry. Target audiences are a big part of advertising and are a large way ads are able to get through to different groups of people. this video details the way that children are target audiences and how advertisements use this to persuade them, which then persuades their parents. This video has a somewhat humorous approach, while being educational about how children are affected by advertising and the messages conveyed to them through communicating.
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