Persuasion and Advertising
- What product does this ad attempt to market, and where is the ad from?
- To which component(s) of attitude (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Do you think this was a good strategy for this product/ audience?
- What route of persuasion do the advertiser seem to use (e.g., central/systematic route vs. peripheral/heuristic)? Was that a good choice? Specifically, what central or peripheral cues are used?
- Doe the ad attempt to describe the source of its product information (e.g., “dentists agree that” or “experts suggest?” Do these sources come off as credible and/or attractive?
- What about the communication itself- are the arguments weak/strong, one sided/two-sided, over/implied, or not present at all? Where these good choices?
- What about the target of the communication? Who are the advertisers targeting, how can you tell, and was that a good decision? How might this ad be different if directed towards an audience from a more interdependent culture?
- Thinking about Maslow’s Hierarchy of Needs, does that ad attempt at all to persuade people by appealing to a specific need or motive?
Maslow’s Hierarchy:
Self-actualization
Esteem
Love
Safety
Physiological
- Does the as use loaded words/buzz words? (e.g., ‘all natural’)
