COM CO 101 Lecture Notes - Lecture 20: Joe Camel, National Bureau Of Economic Research, Sunscreen
16 Nov 2017
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Reinforcing, shaping or changing (cont. from last class) Functions of persuasion: reinforcing, attempts to reinforce attitudes and behavior, ex. Tipalet ad for cigarettes ( blow in your face and she"ll follow you anywhere : shaping, creating an attitude based on what the communicator wants us to see, ex. Joe camel advertisement: changing, changing your attitude and changing your behavior, ex. Coca cola we can beat obesity advertisement: whether something is reinforcing, shaping or changing, it is really contingent on who the audience is and how they perceive the message, however, many messages sometimes hold several functions. Fear appeals: messages designed to scare people by describing the terrible things that will happen to them if they do not do what the message recommends. National institute of drug abuse help line this is your brain on drugs ad. Is the audience susceptible to that threat: threat in this piece: metaphor that you"re going to be fried , ex.
