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Media summaries: summary of persuasion

Hovland Yale model if you pay attention to a message then you understand the
message you are more likely to accept it and change your attitude. Change depends
on 3 factors: source (experts are more credible, popular/attractive sources are
more effective), message (2…

Page 2

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McGuire's model: exposure to the message (adverts on the same time on different
channels) Attention- colours, increased/decreased volume, attractive source,
funny adverts grab attention. Comprehension- main message kept simple and clear.
Acceptance- individual differences drive differential time for acceptance as some
question the message but others don't. Retention-…


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