Persuasiveness of TV advertising

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)

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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.

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Explain product endorsement - Giles (AO1)

celebs provide familiar face, reliable - feel we can trust die to parasocial relationship.

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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.

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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.

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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.

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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.

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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

Card 4

Front

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

Back

Card 5

Front

Explain Children and advertising - Martin (AO1)

Back

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Persuasiveness of TV advertising