Warm Up Write a paragraph about your favorite TV commercial or one that you remember for some reason and tell me why…

Mass Communication Mass Communication is communicating with a WIDE AUDIENCE Mass Communication is communicating with a WIDE AUDIENCE You don’t know much about them except their DEMOGRAPHICS You don’t know much about them except their DEMOGRAPHICS Demographics are basic statistics and information about people Demographics are basic statistics and information about people Race Race Gender Gender Education Education Income Income

Mass Communication Examples Examples of mass communication: Examples of mass communication: Television Television Radio Radio Billboards Billboards The internet The internet Mass communication is often experienced by people in the form of advertising and persuasion Mass communication is often experienced by people in the form of advertising and persuasion

Advertising and Persuasion Psychologist Alan H. Monroe developed a method for persuasion in the mid-1930’s. This method is the most commonly used tactic by marketers and advertisers when producing commercials. It is called MONROE’S MOTIVATED SEQUENCE.

Monroe’s Motivated Sequence The sequence consists of 5 steps 1. Attention 2. Need 3. Satisfaction 4. Visualization 5. Action

Monroe’s Motivated Sequence Attention Attention Something is shown/said to get the audience’s attention Something is shown/said to get the audience’s attention Shocking visual Shocking visual Humor Humor Drama Drama

Monroe’s Motivated Sequence Need Need Shows that a need or problem exists Shows that a need or problem exists The problem is there The problem is there It is significant It is significant It won’t go away without the audience’s action It won’t go away without the audience’s action

Monroe’s Motivated Sequence Satisfaction Satisfaction The need can be filled, and how The need can be filled, and how Solutions Solutions Examples Examples Visuals Visuals

Monroe’s Motivated Sequence Visualization Visualization Show the need being fulfilled Show the need being fulfilled Helps the audience picture it happening Helps the audience picture it happening Can show what will happen if the need is not fulfilled Can show what will happen if the need is not fulfilled

Monroe’s Motivated Sequence Action Action The audience is told how to act on the need The audience is told how to act on the need Products Products Locations Locations Dates and times Dates and times

Monroe’s Motivated Sequence This works in any persuasive situation! This works in any persuasive situation! Commercials must have all of these things Commercials must have all of these things A speech or essay can use them too A speech or essay can use them too Attention, Need, beginning of Satisfaction = INTRODUCTION Attention, Need, beginning of Satisfaction = INTRODUCTION Most of Satisfaction, Visualization = BODY Most of Satisfaction, Visualization = BODY Action = Conclusion Action = Conclusion

Monroe’s Motivated Sequence Let’s apply this: (As a class) Watch a commercial Watch a commercial Write down what it’s advertising Write down what it’s advertising Write how each of the 5 steps are used in it Write how each of the 5 steps are used in it What’s used to get your attention, what’s the need, etc. What’s used to get your attention, what’s the need, etc. Title it “Monroe’s Motivated Sequence Practice” Title it “Monroe’s Motivated Sequence Practice”