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UNIT 5: PERSUASION IN MASS COMMUNICATION & ADVERTISING - Coggle Diagram
UNIT 5: PERSUASION IN MASS COMMUNICATION & ADVERTISING
INTRODUCTION
Advertising: Form of persuasive communication aimed at shaping or changing attitudes
Focus: How exposure to ads changes preferences(Perry, 2002)
Persuasion: Intentional social influence (Bryant & Thompson, 2002)
Social Influence: Action to change behaviour, feeling, or thoughts
TYPES
Interpersonal: Face- to face
Group: Public speaking events
Mass Media: TV,radio, internet
Persuasion Features
recipient can reject the message
explicit intent to nfluence
Emotional or cognitive internalization
ATTITUDES
Evaluative stance (positive/negative) toward an object (Fiske & Taylor, 1991).
3 Dimensional Model (Rosenberg & Hovland)
Cognitive
Affective
Behavioral
Zanna & Rempel
Attitudes influence thoughts, emotions, behaviour
Persuasion studies
Comprehension
Acceptance
Attention
Retention
Key variables
Source, message, channel, audience
SOURCE
Traits: Gender, age, body language, porwer, status
Key Factors
Credibility (Sleeper effect)
Attractiveness; Physical appeal and similarity boost persuasion
Credibility dimensions: Competence; Trustworthiness
MESSAGE
Message Factors
Used in health campaigns and political ads
Communicates risks and solutions to prompt behaviour change
Emotion appeals
CHANNEL
Medium though which the message is delivered
Complex info: more persuasive in written form
Simple info: more persuasive in audiovisual form
AUDIENCE
Key traits
Involvement
Discrepancy of positions
Self. esteem
Contemporary Perspectives in persuasion research
McGuire's Model
Understanding
Acceptance
Attention
Retention
Exposure
Conduct Adoption
Cognitive Response Theory
Recipient's own thoughts matter most
Quantity of thoughts generated
Nature of thoughts (Positive or negative)
Heuristic- Systematic Model
Systematic: Deep, analytical
Heuristic: Surface- level, rule-based
Heuristics based on: Source and message traits, and situational cues