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THE CONCEPT OF PERSUASSION IN MASS COMMUNICATION AND ADVERTISING - Coggle…
THE CONCEPT OF PERSUASSION IN MASS COMMUNICATION AND ADVERTISING
INTRODUCTION TO PERSUASION
Definition:
a form of intentional social influence aiming to change attitudes, beliefs or behaviours.
Context of Persuasion
Zimbardo & Leippe
Interpersonal:
face to face
Group:
lectures, rallies, public speaking.
Mass Media:
TV, radio, internet, print.
ATTITUDES
Rosenberg & Hovland
Affective:
emotions and feelings.
Conative
: behavioral intentions.
Cognitive:
beliefs and thoughts.
PERSUASION STUDIES
Yale School and Beyond
Carl Hovland's Model:
message learning as a path to attitude change.
Comprehesion
Acceptance
Attention
Retention
Modern Insight
Learning - Behaviour Change (due to personal bias)
The Source
Attractiveness & Similarity also increase influence.
Sleeper Effect: over time, message imact stays even is source credibility fades.
Credibility
The Message:
effective use of emotional appeals
Must include a solution to be effective.
Common in health and political campaigns
The Channe
l
Written
: best complex content.
Audiovisual
: best for simple, emotional content.
The Audience
Involvement
Position discrepacy
Self-esteem
CONTEMPORANY THEORIES
Cognitive Response Theory
Positive Thoughts = Persuasion
Focus on audience thoughts during message processing
Negative thoughts= Resistance
Heuristic-Systemic Model (Chaiken)
Systematic
: Careful processing of logic and arguments
Heuristic
: Use of shortcuts
McGuire's Process Model
Acceptance
Understanding
Attention
Retention
Exposure
Behaviour adoption
STRATEGIC IMPLICATIONS FOR PERSUASION
Combine emotional and rational appeals.
Choose media format based on message complexity.
Use clear, logical structure when targeting involved audiences
Adapt to audience characteristics and cognitive processing style.