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Page 1

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Explanations for the effectiveness of TV in
persuasion

AO1 - Hard Sell and Soft Sell

Hard sell advertising gives the viewer the factual details about
the product ­ it appeals to central route processing
Examples of these type of adverts are the `Cilit Bang' advert
with Barry Scott, and the…

Page 2

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`friendships' that form between the viewer and the celebrity
are known as parasocial relationships (Giles 2002) ­ they
give us confidence that the message is valid and reliable and
make us more likely to try a new product.
This can be explained by classical conditioning in that we
come to…

Page 3

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Explain: Although there are lots of anecdotal accounts of the
success of celebrity product endorsement, research evidence for
its effectiveness is somewhat less conclusive.
Apply: In a study of the persuasiveness of over 5000 TV
commercials, Hume (1992) concluded that celebrity
endorsement did not enhance the persuasive communication of
the…

Comments

Rose

What text book do you use for your information? 

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