ADVERTISING AS PERSUASION

ADVERTISING AS PERSUASION

1. FORMS OF PERSUATION

   • Argument
   • Emotion
   • Endorsement

2. RUTES OF PERSUATION

   • change that is brought about either by reason or by other subtler means that do not involve any reasoning.
   • the elaboration likelihood modeL
     • refers to how likely a person is to think deeply (elaborate) about an ad, when exposed to it.
     • choice of rules
       • how much they think about the ad’s message.
       • central route
         • Motivated to process information and beeing able to do it
           • Strong arguments
       • peropheral route
         • Motivated to process information but unable to process it
           • endorses, cues
       • passive processing
         • Not motivated to process information and unable to process it (passive processing)
           • more exposure, soft sell (likely to respond to humor and drama )

3. STABILITY OF PERSUASION

   • Persuasion by the central route
     • permanent and resistant
   • Persuasion by the peripheral route
     • neither permanent nor resistant

4. LOW INVOLVEMENT PROCESSING

   • Specifically, the context, message, individual, brand, or ad itself can influence whether a consumer is high or low involvement
   • specific appeals of low-involvement processing
     • mere exposure
       • suggests that the mere act of the repetitive exposure of a stimulus can lead to preference for it, even though consumers do not remember the exposure.
         • frequent listening to a song may lead to its example: preference over an unfamiliar song.
     • Priming
       • phenomenon wherein exposure to a brand name during some entertaining or distracting event leads to better recall and preference for that name, even without recall of the exposure.
         • knowing how to drive different kinds of cars but not being to answer how to do it if they ask us in the classroom
     • soft sell
       • is a subtle one that allows for different interpretations, persuades by suggestion
     • subliminal advertising
       • refers to persuasive ad messages that are just below the threshold of perception and are embedded in material that can be perceived.
         • messages flashed between images of a video ad so quickly that they cannot be seen

5. REPETITION IN PERSUASION

   • Repetition is the exposure of an ad (or some other stimulus) to a subject two or more times in succession.
   • Factors influencing repetition
     • Brand familiarity
     • Message Novelty
     • Message Complexity
     • Implications

6. THEORIES EXPLAINING REPETITION

   • Habituation-Tedium Theory
     • According to this theory, a combination of two factors, habituation and tedium, mediate ad response
   • Theory of Conditioning
     • Thus in principle, a conditioned response takes place through repetitive associations between a pair of stimuli, the unconditioned and the conditioned.