The Persuasive Effects of Media


The Hovland-Yale Model

The source - The attractiveness of the communicator. Research has shown that attractive communicators are more persuasive than less attractive communicators. This is why attractive celebrities appear in advertisments. 

The message - When fear appeals emphasised a mastery approach (advice about how to make the most of their time before the exam) their frequency was positively related to examination performance. When fear appeals were perceived as threatening it…


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