Sociology 2172A/B Chapter Notes - Chapter 1: Bulgari, Von Restorff Effect, Ipad

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

Persuasive communication: advocating a biased point of view to convince someone to change their mind. Most advertising messages are a mix of informational and persuasive content. Persuasive content comes in 2 forms: advertiser chooses specific attributes of each product/service for inclusion in the message. Usually these attributes are important/meaningful to consumers: message indicates how consumers will think or feel once they have decided to purchase or use the product. Consumers make decisions based on how the product/service will address their needs and wants. Most consumers recognize that traditional commercials are advocates for products and services. Critics concerned about persuasive messages that consumers do not register as being traditional advertisements. Ad(cid:448)e(cid:396)tisi(cid:374)g pla(cid:272)es a (cid:373)essage u(cid:374)de(cid:396) a(cid:374) i(cid:374)di(cid:448)idual"s (cid:373)a(cid:396)gi(cid:374) of (cid:272)o(cid:374)s(cid:272)ious(cid:374)ess. Messages create anxiety that is only relieved by purchasing a product/service. Advertising agencies embed advertising with symbols that represent sexual and death-