Thursday, March 8th, 2012
A lot of work in persuasion has been done in trying to understand advertising. Political
campaigns are also another form of persuasion. Elements of an effective persuasion
campaign would be to first get people’s attention. Certain messages need a lot of pros
around it to talk about what they are all about. But the shorter and more concise the
message, the more you will captivate your audience.
There was a time when people would put out advertisements to try and get you to smoke.
Marlboro ad: guy on a horse holding a rope
o An advertising company would think that this would sell cigarettes because
of association (assuming that the audience would think that this is a cool
way to be)
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If we could pair the product with a negative feeling, it would make sense that we would
avoid the product. The key thing with doing something with association is that you need to
do it repeatedly. Not only does a negative emotional reaction work, fear will definitely get
you to avoid something.
Research suggests that while fear has positive components (like getting your attention), but
what you end up doing is zeroing into the fear, and ignoring the overall other message.
Other research says that sometimes high fear mechanisms can have the opposite effect (no
impact at all on behaviour); this could be because the claims are really ridiculous, you could
be blocking out the message, or you could be reacting to a demand.
Commercial about “cat herding”: no idea what they are selling. They are showing you that
something that is creative, funny, etc. They are demonstrating that if they can do this, they
can do things for you as well.
Pairing (shown later)
Not popular, so he was seen hanging out with Bono for a while. This was supposed to be for
attracting a younger voter. But his popularity went down. Bono is known for a lot of things,
mostly music and drugs. So he lost some of the supporters that he already had (the older
supporters). So this was also a message that lacked credibility even though they wanted to
use credibility (Bono had nothing to do with Canadian politics, also the prime minister
candidate probably did not know U2 music).
They know that you will have a lot of choices when choosing detergent. So they want to
expose you to sufficient info that you will choose their product and not the others. Basically,
they use images that are associated with positive feelings.
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They want to tip the scale to Downy. Advertising is not there to create an urge to get a
product, it is about creating an association to weigh in favour of a product over others. Tiger Woods advertisement” “Fortunately, golf balls don’t suffer from jet lag”. Advertisers
want you to believe that the voice that you are hearing it from is a credible voice. So
associating expert golfers with the golf products would be smart (this is pre-incident Tiger
Jared from Subway: The “convert” communicators. He is not someone with expertise about
the product, but he is someone that the company will hope is going to communicate to
others with the same product that he had that he was successful with their product.
Act against AIDS: Uses fear component (death) to alter behaviour. But if the fear generated
is sufficiently intense, you might block the message.
Sometimes people are trying to sell you products that you need (detergent, etc). But there
are other products that are not need-based, like soft drinks. They don’t use experts, they do
not try to scare you.
This is what an expert from Pepsi would be saying.
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