In an effort to contribute to the understanding of how consumers interpret and cope with marketers’ persuasion attempts, Friestad and Wright (1994) introduced the persuasion knowledge model. This model has a significant impact on marketing field and has been applied to research in various advertising contexts, such as advergames (e.g., Evans & Hoy, 2016; Panic et al., 2013), TV ads (e.g., Verhellen et al., 2014), and product placement (e.g., Cowley & Barron, 2008), keyword search ads (e.g., Chan Yun, 2009). The persuasion knowledge model posits that when interacting with persuasion attempts (e.g., ad, sales presentation), consumers recall three types of interactive structures: topic knowledge, agent knowledge and persuasion knowledge. These …show more content…
This knowledge could be gained from different sources such as previous exposure to an issue, friends’ review on a product (Friestad & Wright, 1994). For example, some viewers of a TV ad about biodegradable detergent may have understanding of what is “biodegradable” and how using biodegradable products helps protect the environment because they purchased these types of products before. Agent knowledge is consumers’ understanding of characteristics, competencies, or goals of those who are responsible for advertising campaigns (Friestad & Wright, 1994). For example, consumers may have previous knowledge about the size, product ranges, the reputation of a specific company, or previous knowledge about the age, the ethnicity, and the level of honesty of a …show more content…
These studies approach persuasion knowledge from the perspective that consumers’ primary goal is to resist persuasion tactics (if detected) and therefore their coping strategy is discounting persuasion attempts. However, consumers have various goals (e.g., refining the relationship with advertisers, enriching knowledge of advertising tactics and advertisers, managing self-image) and the overriding goal of consumers is to control and manage the optimal outcomes, not only to resist marketers’ persuasion (Friestad & Wright, 1994). In addition, consumers have different coping strategies (e.g., focusing on analyzing the nature of the tactics or the content of the advertising message) (Friestad & Wright, 1994), thus, it is possible that the use of persuasion knowledge does not always create negative responses. Besides, because most consumers hold the general knowledge that advertisers’ main goal is to create influential ads (Friestad & Wright, 1994; Ham et al., 2015) and the perception of the ways advertisers use to
Summary – It can be very useful when things do not tend to fall your way by then switching things up on your opponent and using their most positive words in order to make it look negative. Every argument needs facts and if that does not work for you, you should probably redefine the issue being made. The importance and relevance of the argument should be taken into consideration. Remember that manipulating the definition of things in your favor is the way to go.
...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
Often Advertising uses persuasion to inform the audience; in fact it is the most import aspect to advertising. Advertising would simply be a conversation between the communicator and their recipients if persuasion weren’t present. Although the basic purposes are to inform and persuade, it is left to the audience when it comes to differentiating between factual information and unethical persuasive tactics. The persuader, wishes for the consumer to act or believe in a certain way. Whether sought after actions are positive or negative, ends up being the question. In the modern world it has become more difficult to differentiate between truths and untruths; mainly due to the technological advances in advertising medium. Differentiating between facts and propaganda becomes increasingly more challenging when it comes to politics. Whether it is an election for student senate or the United States general election for Presidency; there are a lot of factors weighing in on the decision process. During an election year, persuasive tactics become essential in the success of a campaign. Although many voters have made up their minds when they are first bombarded by the political campaigning, these pre-developed opinions are not viewed as an impenetrable force by the campaigner. The campaigner typically recognizes these patterns in opinion and instead aims to persuade them from a different angle, most commonly the emotions surrounding the issues rather than the issues themselves. This paradigm changed in political persuasion was first seen September 7, 1964 when a rattling ad for Lynden Johnson played over NBC. The ad now known as “Daisy Girl” forever changed political persuasion in advertising. With this change came the issue of ethi...
In this day and age, persuasion can be seen on almost any screen. The average American views thousands of advertisements every week. Most ads are simply pushed out of a person’s mind, but the successful advertisements are the ones that resonate with people. Some forms of ads are very annoying to those who put up with them constantly. Online pop-up ads, for example, are proven to do worse for products and business than no advertising at all! This is because this form of advertising does nothing to convince or persuade the person viewing the ad, and no effort is put into actually put into proving what it’s worth to make a point. Pop-ads make zero use of something known as “rhetorical devices”. In Julius Caesar, Brutus and Mark Antony both try to convey their point of view to a large audience of Roman citizens. One had a better speech than the other since he used “rhetorical devices” more effectively. Logos (logical; what makes sense), Ethos (ethics and morals; portraying similar beliefs and values), and Pathos (emotions; natural feelings that can be counterintuitive to logos) are the rhetorical devices that Aristotle
In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Companies, such as Wendy’s, hire advertisement companies to entice target audiences to their products. Wendy’s ad campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. By utilizing younger actors that used smartphones, making fun of older people that were handling retro dial phones, and targeting Americans by speaking about how their beef was made in America Wendy’s is going after the 14-40 aged demographics of Americans. Incorporating these methods of persuasion, in combination of targeting a demographic of Americans aged 14-40, Wendy’s is anticipating to attract new customers from this demographic to increase profitability.
Research studies suggest theories such as the SMCR model, Ranks theory and inoculation theory are effective models of persuasion. In addition, they determined the boomerang effect to be a unique theory of persuasion in which the communication efforts result in goal opposites (Woodard et al., 2013, p. 144). In comparison, the communication outcomes of the SMCR and Ranks theories goal oriented. The SMCR model consists of four uncomplicated key components: a source, message, channel and receiver (Larson, C., 2013, p. 22). Similarly, the Ranks model is a straightforward persuasion process identifying four plans of attack and six correlated methods used by persuaders to implement persuasion goals into strategies using specific methods (Larson, C., 2013, p. 29). The strength of the Ranks model is the development of a more demanding and interpretive receiver (Larson, C., 2013, p. 29). In a like manner, the SMCR process focuses on this area to assist the receiver in identifying the persuader’s motives (Larson, C., 2013, p. 23). Both the SMCR and the Ranks models identify external processing strategy weakness in the elaboration likelihood model (ELM) (Larson, C., 2013, pp. 25 & 29). For example, the theories suggest messages are not fully examined and become impacted in the hidden and intuitive area of the receiver’s brain (Larson, C., 2013, p. 25).
The rhetorical appeals are considered major factors in the strategy of persuasion. The snickers ad used the logos appeal to convince its audience about their product as their ad was based on logical evidences. The qualitative research done by the company showed that people tend to make mistakes when they’re hungry; for example they tend to make spelling mistakes if they’re working on empty stomach. Another r...
According to Merriam Webster, the term “ethical” can be defined as “rules of behavior based on ideas about what is morally good and bad.” Being able to differentiate between what is good, and what is bad is key when it comes to many things. One of these things includes persuasion. There are many concepts that can explain why certain principles of persuasion can be more ethical than others, and many that are critical to being an ethical communicator. Said concepts are explained in Rothwell’s text, In the Company of Others, Robert Cialdini and Steve Martins video, Science of Persuasion, and Stephen Carter’s text, Integrity.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
According to the text , Social Psychology, “social psychology is the scientific study of how people think about, influence, and relate to one another”(pg. 4) this is viewed in a variety of social topics incorporating group behaviors, attitudes, conformity, obedience to authority, stereotypes and peer pressure. Outside factors can have a positive or negative affect our view of ourselves and each other. These outside factors are used to persuade and influence group behavior. Persuasion is defined as “the process by which a message induces change in beliefs, attitudes, or behaviors” (Myers, 2010, pg. 230). The principles of this process of persuasion according to researchers, Robert Cialdini and Thomas Davidson, are attractiveness and likeability, reciprocity, social proof, consistency, authority, and scarcity (Davidson, 2008)(Myers, 2010, pg. 237). These principles of persuasion impact our self-perception, our attitudes and behaviors, and our culture.
Every day in our life's we are persuaded to make choices. Persuasion is a very
An average American is said to be exposed to about five thousand advertisements in one day. Through these ads, producers can connect with consumers at a manipulative level. That instead of just simply displaying their product to attract the consumers’ interest different motifs and sale pitches are used to manipulate customers into buying their product.
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.