Discuss the route of persuasion do advertisers seem to use

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Reference no: EM133592016

Assignment:

Find an ad that appeals to or is based on a creation of needs-think about this in terms of human hierarchy of needs (biological, safety and security, belonging and love, self-esteem and status, cognitive, aesthetic, and self-actualization). You might recall these needs from an intro psych course covering Maslow.

1. Discuss what product this ad attempts to market and describe where the ad came from.

2. Discuss which component(s) of attitudes (e.g., affective, behavioral, cognitive) to which the ad appeals. How can you tell? Was this a good strategy for this product/audience?

3. Discuss the route of persuasion do the advertisers seem to use (e.g., central/systematic route vs. peripheral/heuristic)? Was that a good choice? Specifically, what central or peripheral cues are used?

4. Does the ad attempt to describe the source of its product information (e.g., "dentists agree that _____" or "experts suggest ____?" Do these sources come off as credible and/or attractive? If there was no expert, do you think one would have helped? Why or why not?

5. Discuss the communication itself. In your opinion, is the advertisement persuasive? Comment on all four elements: Whether the advertisement is

a) weak/strong,

b) one-sided/two-sided,

c) overt/implied, and

d) discrepant with the audience/in-line with the audience. Explain why you chose each.

6. Discuss the target of the communication. Who are the advertisers targeting, how can you tell, and was that a good decision? How might this ad be different if directed towards an audience from a more interdependent culture?

7. Describe how AT LEAST ONE social psychology concept from the following applies to this ad (e.g. dissonance, emotions, attitudes, self-monitoring, etc. - your choice). First, try defining the concept, then discuss how it is relevant to the ad's persuasiveness.

Reference no: EM133592016

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