PHILOS 2TT3 Lecture Notes - Consumerism, Cognitive Dissonance, Balance Theory
This preview shows half of the first page. to view the full 1 pages of the document.
Ethics and strategic communication:
- Changing business ,model:
o Content on tv and in print designed to deliver and audience to advertisers
E.g. children’s shows are geared to sell them merchandise
o People skip commercials or avoid them by getting news on websites, or
Need for different ways to advertise to target audiences
o Challenge for communication professionals to get message out
- Behavioural Targeting
o Online profiling of internet users for targeting advertising
o Corporations collect information on individual browsing behaviour – and sell
it to advertisers to target audiences more accurately
o Concerns: privacy and consent
o Industry constraints: obtain permission, info non-personally identifiable.
o Persuasive messages:
Typically short, highly visual, intentionally vague
Reliant on stereotypes, spins truth, glorifies consumerism
o Technology makes this more efficient but is embedded with values
Efficiency is valuable,
- Theories of Persuasion:
o Cognitive dissonance theory: Leon Festinger 1957
Cognitive dissonance: state of conflict between a message and an
action – conflict between what we believe and what we do.
People seek cognitive balance – harmony in action and beliefs
Advertisers create dissonance and promise balance through the
purchase of a project.
- TARES test of ethical persuasion:
o T: Truthfulness
o A: Authenticity
o R: Respect
o E: Equity – does the ad rely on the ignorance of the consumer?
o S: Social responsibility – does the product better society? Is it harmful? Does
it increase distrust of persuasive messages?
- Vulnerable Audiences:
o Targeting children
o Partnership between psychologists and marketers – disturbing – resulting in
highly effective marketing to children
o Canadian Broadcast Code for Advertising to Children
Puts constraints on advertisers, gives guidelines for ads targeted to
You're Reading a Preview
Unlock to view full version