Effectiveness of TV advertisement in Persuasion

Explanations for the effectiveness of TV in persuasion

for AQA A - PSYA4 Persuasion, Attitude & Change

HideShow resource information
  • Created by: jb1995
  • Created on: 08-12-12 21:59
Preview of Effectiveness of TV advertisement in Persuasion

First 315 words of the document:

Explanations for the effectiveness of TV in
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 JML adverts which advertise various
home appliances.
Soft sell advertising appeals to the viewer/consumer
themselves, rather than the specifics of a product ­ it appeals
to the peripheral route
Examples of these types of adverts are the John Lewis
Snowman advert and the Cadbury's Flake advert
AO1 - Self Monitoring
(Link with hard sell and soft sell in exam)
Self Monitoring is "the extent to which a person will change
their behaviour in order to look more favourable to others"
Snyder & De Bono (1985) scored pp's on a self monitoring
scale, and found that high scorers were said to be more
concerned with the image of a product than its factual
properties, meaning that they preferred soft sell to hard sell
Those low in self monitoring took a more practical approach
and preferred the factual content of hard sell advertising.
This has led to advertisers profiling audiences with adverts
targeting certain profile types ­ this profiling is known as
AO1 - Product Endorsement
The Hovland Yale Model of Persuasion tells us that the source
of the message is important, which is why advertisers like to
use attractive and popular celebrities to promote/endorse
their products.
One of the powerful effects of using celebrities in
advertisement is that we are familiar with them, admire them
and we tend to trust what they say. These ready-made pseudo

Other pages in this set

Page 2

Preview of page 2

Here's a taster:

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 associate the product with the positive qualities and
feelings we have for the celebrity.
Walker et al (1992) found that viewers rated the same
products differently when endorsed by different celebrities.…read more

Page 3

Preview of page 3

Here's a taster:

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 advert.
AO1 ­ Pester Power
Pester power refers to the pressure that children put on
adults to buy certain products that are often very expensive.…read more



What text book do you use for your information? 

Similar Psychology resources:

See all Psychology resources »See all resources »