ADV 260 Lecture Notes - Lecture 9: Psychographic, A.D. Vision, Conflict Theories
Document Summary
Adv 260 chapter 9: public opinion and persuasion. The collective expression of opinion of many individuals bound into a group. Formed by people who have vested or self-interest in an issue. Opinion leaders serve as catalyst for the formation of public opinion through their knowledge and ability to articulate ideas about specific issues. Highly interested in a subject or issue. Better informed on an issue than the average person. Good organizers who can get other people to take action. Via mass media, public relations practitioners become major players in forming public opinion. Often provide the mass media with the information. The following theories can help practitioners understand mass media effects. Organizations and publics want to position themselves to be most influential. Changes minds and behaviors or target audiences. Radio and tv more persuasive than print. Strong emotional appeals best if audience has little topical concern or interest. Fear appeals effective only if audience cna take action to prevent threats.
