Advertising & Media Effects 02/21/2011 Persuasion Advertising & Media Effects 02/21/2011

Introduction Much of this content is from Laura F. Bright, Ph.D., Assistant Prof of Journalism, TCU brightwoman.com

Think of one or two recent ads Write ‘em down. Just a word or two, to remind you which ad you’ve thought of. I’ll ask you about them toward the end of class.

Information Overload The average person sees between 1,500 and 4,000 advertising message per day. Over a lifetime, the typical consumer will see more than a million TV commercials. Roughly 5% of the daily advertising messages actually register with consumers. What does this mean for advertisers?

Advertising & Persuasion With so many messages peppering our daily lives (remembering what we’ve learned about selective attention) advertisers must use highly crafted persuasion techniques to reach their target consumer in the right place at the right time. Consumers are typically advertising averse - however, if the appeal is strong and the offer is timely, many will respond to an advertising message.

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What is Persuasion? Persuasion is a form of social influence. It is the process of guiding people (and oneself) toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means. Advertising uses various appeals during the communication process to achieve persuasion.

Communication Process

How Persuasion Works

Cognitive Response Model

AIDA Model A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing

Processing Models

Steps in Persuasion Process Message Presentation Attention Comprehension Yielding Retention Behavior

Communication Components Source Message Channel Receiver Destination

Persuasion Matrix

Persuasion Matrix II Receiver: Can the receiver comprehend the ad? Channel: Which media will increase presentation? Message: What type of message will create favorable attitudes toward the product? Source: Who will be effective in getting consumers attention?

Persuasive Appeals Appeal to logical rational minds of consumers OR Appeal to the feelings and emotions of consumers Appeal to both

Persuasive Appeals Humor Fear Emotional Sexual Celebrity Endorsements Expert Endorsement Comparative Green / Eco-Friendly

Humor Appeal

Fear Appeal

Emotional Appeal

Sexual Appeal

Celebrity Appeal

Celebrity Endorser Traits

Expert Appeal

Comparative Appeal

Green / Eco-Friendly Appeal

How have ads changed over the last 4 decades? Persuasion Over Time Advertisers must stay current with trends and events in order to be persuasive to today’s consumers, regardless of their demographic characteristics. When ads become more persuasive over time, it is known as a sleeper effect. How have ads changed over the last 4 decades?

Early Years

1960s Advertising

1970s Advertising

1980s Advertising

1990s Advertising

2000s Advertising

Current Advertising

What does this mean for us consumers? First, consider the source! What is there motivation? What do we “know” that maybe ain’t so?

OK – what were those ads that you recalled? Tell me some. Which “appeal did they use”? Humor Fear Emotional Sexual Celebrity Endorsements Expert Endorsement Comparative Green / Eco-Friendly Something else?

Moving Forward Once you start advertising, it is hard to stop without experiencing detrimental effects to your brand. It is important for advertisers to be persuasion experts in order to sell products for clients. As consumers become more educated in persuasion, this process will only become more difficult! Stay innovative and smart to keep ahead.