PSYA4 TV advertising

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  • Persuasivenes of TV advertising
    • A01
      • TV advertising has always been used as a means of advertising to persuade viewers to buy a particular product.
        • The purpose of TV advertisement is to sell a product but there are two routes from the ELM such as the central route which is more factual or the peripheral route which uses more creative techniques
      • Snyder found hard + soft sell approaches had different effects on different people, people who scored high on tests of self monitoring had favourable attitudes to soft sell adversing and people who scored low preferred hard sell approaches
      • Product endorsement is used in the persuasivenes of TV advertising as Fowles estimated that 20% of TV commercials used celerity endorsement
        • Giles suggested that celebrities provide a familiar face (reliable source of information) so we feel we can trust them because of a parasocial relationship we build with them
      • A commonly accepted belief is that TV advertising to young people cause them to 'pester their parents'
        • Pine + Nash found in a strong positive correlation between amount of TV watched and number of advertised items on a child's Christmas list
    • A02
      • Okazaki did a meta-analysis to test whether hard or soft sell techniques were more persuasive. He found as hard sell techniques focus on the specifics and factual information, viewers find it generally more believable.
        • However, soft sell focuses on generating positive emotions with positive attitudes.
      • Product endorsement may not always work, and it may not be as persuasive as we may think.
        • Martin found Ps were more convinced by TV endorsemnet from fictional fellow students when buying a digital camera which suggests young people like to make sure their product is fashionable among peers than accepted by celebrities
      • Pine + Nash also found in a study of children's Christmas gift requests in the US + Sweden, because TV ads aimed at under 12s are banned by law.
        • They found significantly fewer gift requests from Swedish children than US but there are a number of possible other explanations as cultural differences

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