Persuasion Theories In Adverti
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We are bombarded daily with a variety of communicative devices that attempt to influence our thoughts, behaviors, and attitudes in some way. The primary role of this advertising methodology is to persuade, to change the way we construct a certain meaning in our head. Persuasion is a very powerful tool in affecting our idea of how, what or who people should be. The media uses this tool in an attempt to create a need for their product in society. In the ad for Orthro Tri-Cyclen birth control pills they focus on the added benefit their product has over other birth control pills and topical skin medications. The producers try to entice the consumer into using their brand by promising ...
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three main categories, or source characteristics, we use to analyze a source, credibility, similarity and attractiveness. In this ad for Ortho Tri-Cyclen the source is the young woman who serves as a spokesperson for the company. I will use the characteristics mentioned above to assess the source presented.
Credibility is an essential factor to a communicator’s effectiveness. Their message is believed to have a greater influence if they are perceived as credible sources. Credibility is dependent on a source’s believability, which in turn depends upon five sub-factors: competence, trustworthiness, extroversion, composure, and sociability (DeFleur, Kearney &Plax, 1998). This source’s credibility is questionable because she is in no way presented as being an expert in either birth control or dermatology. Any knowledge she has on the subject is assumed to be through experience. However, she is not professing a superior position of ‘ I know what is ...
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it is an unspoken fact that, what is pleasing to the eye has more value. Meaning, the more relative attractiveness sources have determines, in part, their effectiveness. The source in this ad is of average attractiveness. However, her overall appearance is polished. Her hair is neatly done in a contemporary style, she is well dressed in a casual way and has very natural make-up on. She is a typical young woman, offering advice on a birth control method that will help your complexion too. Her attractiveness is also a part of the degree of similarity she has to her intended receivers. Similarity is important because the product will be more easily accepted and adopted if the ...
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"Persuasion Theories In Adverti." Essayworld.com. January 9, 2007. Accessed May 2, 2024. http://www.essayworld.com/essays/Persuasion-Theories-In-Adverti/58425.
"Persuasion Theories In Adverti." Essayworld.com. January 9, 2007. Accessed May 2, 2024. http://www.essayworld.com/essays/Persuasion-Theories-In-Adverti/58425.
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