Persuasiveness of TV advertising

HideShow resource information
  • Created by: Abw97
  • Created on: 05-02-16 10:22
Explain hard and soft selling- Snyder and DeBono (AO1)
Soft (peripheral) = high score on self monitoring scale. Low (central) = low score on self monitoring (less image conscious)
1 of 7
What did Okazaki et al . say about hard and soft selling? (AO2)
meta analysis - 75 investigation to find which was more persuasive. Hard sell = irritate viewers (more direct, confrontational) = decrease persuasive ability.
2 of 7
Explain product endorsement - Giles (AO1)
celebs provide familiar face, reliable - feel we can trust die to parasocial relationship.
3 of 7
What did Martin et al say to critisise product endorsement. (AO2)
student ppts more convinced to buy camera from student than from celeb. = people make decision on whether it is fashionable on those who are closest to them. Hume = 5000 TV ads - endorsement didnt increase effectiveness.
4 of 7
Explain Children and advertising - Martin (AO1)
meta analysis = +ve correlation in age and understanding. older could tell difference between ad and programme. Unlikely to be persuaded by ads.
5 of 7
Explain 'pester power' - Pine and Nash (AO1)
Number of items on xmas gift requests. In sweden ads aimed at kids under 12 are banned. = fewer gift requests than US.
6 of 7
What did erfgen say the limitation of celebrity endorsement research was. (AO2)
focus more on celeb than message in product themselves. There are different ways which a celeb can endorse - explicit, implicit, co-present. Doesnt explain whether these have different effects.
7 of 7

Other cards in this set

Card 2

Front

What did Okazaki et al . say about hard and soft selling? (AO2)

Back

meta analysis - 75 investigation to find which was more persuasive. Hard sell = irritate viewers (more direct, confrontational) = decrease persuasive ability.

Card 3

Front

Explain product endorsement - Giles (AO1)

Back

Preview of the front of card 3

Card 4

Front

What did Martin et al say to critisise product endorsement. (AO2)

Back

Preview of the front of card 4

Card 5

Front

Explain Children and advertising - Martin (AO1)

Back

Preview of the front of card 5
View more cards

Comments

No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Media psychology resources »