Persuasiveness of TV Advertising

HideShow resource information
  • Created by: EClou
  • Created on: 21-04-16 21:17

AO1 - behaviourist Principles

Classical Conditioning: product paired w/ positive image to give favourable association so product produces same response e.g. andrex puppy for loo roll

SLT: choose identifiable presenter for target audience so audience aspires to be like bc they're similar - if campaign shows presenter being rewarded for product use e.g. attention --> vicarious reinforcement suggests imitation will be more likely

1 of 4

Celebrity Product Endorsement

AO1

  • Fowles - 1990 - 20% of TV ads used celebrity endorsements 
  • Giles - Celebs' familiar faces = associated w/ trustworthiness + reliability due to parasocial relationship - can be seen as neutral/impartial

AO2

  • O'Mahony and Meenaghan - celeb endorsements don't = convincing + believable - greatest influence = perceived credibility
  • Erfgen - most research in this feild = characteristics of celeb not of message - 3 types of endorsement - direct ("I endorse this"), indirect ("I use this"), co-present - celeb + product pictured together - research not done to see if these have diff persuasiveness 
2 of 4

Hovland - Yale

AO1 

  • persuasion dependent on Source, Message, Medium, Situation, Target (who says what to whom)
  • These are often demonstrated in advertising/charity appeals - TV provides familiar/trustworthy face as a source - incr. by use of attractive celeb
  • compelling audio-visual medium

AO2

  • Chaiken + Eagley ++ - audio-visual messages = more persuasive than written ones especially for simple messages such as Ads
3 of 4

Elaboration likelihood/hard sell/soft sell

  • AO1:
  • Hard sell:- central route - cognitive effort and active engagement required --> permanent attitude/beh change
  • Soft Sell: - peripheral route - minimal cognitive effort --> temp change in attitude/beh
  • W/ TV peripheral route = more succesful as its more audience-appropriate when they're not motivated to think about the message 
  • context = key for this to be effective e.g mood created/celeb endorsements 
  • e.g. comic relief creates entertaining mood - ppl donate bc they're feeling positive
  • additional info using central route can also be provided here (eg how much can be done w/ £%) to target viewers w/ all cognition needs
  • AO2:
  • Okazaki et al - metanalysis of 75 investigations - consumers found Hard sell techniques w/ spec factual info more believable than soft sell (which focus on +ve emotions + so they're assoc. w/ more +ve attitudes to products)
  • hard sell = more annoying as = more direct/provocative/confrontational + so less persuasive
  • persuasiveness = subjective + actual beh eg product purchase isnt measured only related attitude eg liking - doesn't necessarily --> purchase
4 of 4

Comments

No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Media psychology resources »