The persuasiveness of TV advertising
- Created by: Molly Byrne
- Created on: 03-01-14 11:18
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- The persuasiveness of TV advertising
- Hard and Soft sell advertising.
- HS presents factual info
- ** more subtle and creative persuasion techniques.
- Product endorsement
- Fowles 1996 found that in 1990 20% of tv commercials used celebs.
- Giles 2003 - celebs provide a familiar face and act as a reliable source of info.
- Children and advertisement
- Martin 1997 - (meta analysis) correlation between age of child and understanding of persuasive content.
- Older children understood the intent and trusted the ad less.
- Martin 1997 - (meta analysis) correlation between age of child and understanding of persuasive content.
- Pester power - Ads to young children increase the degree to which they pester their parents.
- Pine & Nash 2001 - Strong positive correlation between no of ads watched and items on childrens letters to santa.
- The importance of congruence.
- Bushman 2007 - Tv ads would be better remembered if there was congruence between the programme content and the ad.
- Sex, violence and persuasive ads.
- 18 to 34 year olds are more susceptible to commercial influence as they have less well established buying habits (Hamilton).
- Because young people watch more tv than older people advertisers embed commercial messages in programs that contain sex or violence.
- Bushman 2005 - the content of these programmes impair memory for ads.
- Hard and Soft sell advertising.
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