TV and Persuasion.

TV persuasion follows a sequential model.

1. Capture Attention.

*Eye catching images.

*Olney, Halbrook and Batra (1991) measured channel hopping. Unique and eye catching images captured the most attention.

2. Comprehension.

*Messages should be clear and simple to encourage peripheral processing.

3. Create a favourable association.

*Involves classical conditioning.

*create a favourable evaluation of product.

*Liked adverts are talked about…