PSYC 100 Study Guide - Rhetorical Question, Agreeableness, Shadhili

54 views5 pages
Published on 16 Apr 2013
School
Department
Course
Professor
Page:
of 5
Rabiaal Aqillah Shazali
20432126
1
The rhetorical question, “What’s the secret of speed?” immediately grabs attention. With
details from its effective imagery, simple sentence structures and attractive color choice,
the advertisement implicitly gives the consumers the answer to that question: Nike
products. Instead of showing other postures, the usage of a running cheetah with Nike
logo on its body, emphasizes the connection between the brand and the fastest animal’s
speed. The black background helps focuses on the cheetah that is kept at its original
appealing color. By using simple words, the message communicated is clear. The viewers
get that the “Master” refers to the cheetah.
The advertisement is using the peripheral route of persuasion. Therefore, it does not
require the viewers to carefully analyze the ideas being generated. It relies mostly on
heuristics and symbols. In this case, the animal is easily distinguished. Since it is widely
acknowledged that cheetah is the fastest animal, the metaphor constructs the
advertisement to be more accessible and easily understood by the audience (Stern, 1988).
The clear information communicated through symbol is beneficial to the viewers.
Suggested by the empirical journal, advertisements primarily affect consumers through
the provision of information (Ackerberg, 2003). As noted, the receiver of advertisement
sent through peripheral route can easily be misled by superficial factors; such as the
attractiveness or agreeableness of the communicator and the number of times the message
is seen (Lilienfeld, Lynn, Namy, Woolf, Cramer, & Schmaltz, 2011).
Unlike the central pathway of persuasion, this route does not provide many arguments.
Starting with the interesting rhetorical question, What’s the secret of speed?” the
advertiser does not elaborate on the intended secret. Besides, the advertisement also does
Rabiaal Aqillah Shazali
20432126
2
not provide any background information on its convincing representative, the “Master”.
Although the audience will acquire minimum information, it actually reduces the risks of
miscomprehension. Precisely, the information provided in the advertisement does not
fully influence their decision since the consumer’s purchasing patterns will significantly
change through learning more of the products (Ackerberg, 2003). The requirement of
information in advertisement is irrefutably important. Nevertheless, excessive
information risks the customers to face information overload (Judge, Langton, & Robin,
2010).
The advertisement relies on unconscious influences on emotion. Stimuli shown in this
advertisement through the graphic can automatically influence emotional behavior. Here,
the advertiser uses an effective word choice. The word secret reflects exclusiveness. The
basic deed of sharing a secret is not limited to sharing of confidence and trust but also a
form of social acceptance. It must be noted that, “humans like to be liked”. Additionally,
green is used to surround the cheetah because it gives a pleasing sensation to the audience
and produces more emotion than black and white (Pettinelli, 2013). Likewise, the running
scene is related to boost in mood, confidence and self-esteem (The Telegraph, 2011).
These positive stimuli are subliminal but implicitly give the audience a positive reaction
to the brand and product through automatic generation of emotion. It is also shown that
consumers do derive some utility (happiness) from consuming a more advertised good
because of its prestige, image and information displayed (Ackerberg, 2003).
I believe that the study can potentially attract more customers; however, the increase in
sales might not be statistically significant. It must be noted that most analyses are prone
Rabiaal Aqillah Shazali
20432126
3
to confirmation bias, since they do not consider the reverse impacts the advertisement.
The product targeted has not been clearly stated in the poster; therefore, the effectiveness
is limited only to those who are aware of the brand. Meanwhile, cheetah might be seen
differently in various cultures. Cultural context causes allegory to be unsuitable for global
advertising campaigns (Stern, 1988).
Word count: 601

Document Summary

The rhetorical question, what"s the secret of speed? immediately grabs attention. With details from its effective imagery, simple sentence structures and attractive color choice, the advertisement implicitly gives the consumers the answer to that question: nike products. Instead of showing other postures, the usage of a running cheetah with nike logo on its body, emphasizes the connection between the brand and the fastest animal"s speed. The black background helps focuses on the cheetah that is kept at its original appealing color. By using simple words, the message communicated is clear. The viewers get that the master refers to the cheetah. The advertisement is using the peripheral route of persuasion. Therefore, it does not require the viewers to carefully analyze the ideas being generated. In this case, the animal is easily distinguished. Since it is widely acknowledged that cheetah is the fastest animal, the metaphor constructs the advertisement to be more accessible and easily understood by the audience (stern, 1988).