Persuasion in Television Advertisements
Advertising and marketing specialists frequently use specialized techniques to communicate with audiences by appealing to a specific type of customer and helping a brand or product to be memorable or appealing. Advertisements frequently accomplish this by using spokespeople, slogans, or visual symbols or displays that grab the intended audience's attention and appeal to the customer's curiosity, sense of ascetics or humor. This paper will assess two such television advertisements by sampling two different examples of popular commercials and analyzing the marketing tools used to capture audience attention and attract potential customers.
Geico: "Little Piggy"
Geico's "Little Piggy" advertisement begins with a handsome middle-aged man speaking directly to the audience. This spokesman begins by asking, "Could switching to Geico really save you 15% or more on car insurance?." The announcer then asks the rhetorical question, "Did the little piggy cry 'wee, wee, wee' all the way home?." The commercial then cuts to a video segment of an SUV driving down the road. A baby pig is hanging out of the vehicle window holding pinwheels in his hooves and crying, "wee, wee, wee." The baby pig is riding in the backseat of the SUV with a seatbelt fastened around him and a young boy is riding on the other side of the backseat. The...
Cognitive and Social Psychology Cognitive & Social Psychology COGNITIVE PSYCHOLOGY The critical period for learning language has been shown by research that examined the fluency of non-native English speakers according to their age upon arrival in the United States. The language ability of the non-native English speakers was measured by their ability on tests of English grammar and vocabulary, but this ability declines from the roughly the age of seven and older. While it
podium, flagrantly flanked by four American flags, John Kerry shakes his fist in apparent anger. "Three million jobs lost!" The scene cuts to a profile of Kerry continuing his statement, "That is an astonishing failure." Within ten seconds, viewers of the John Kerry presidential campaign ad know that the candidate is trying to appeal to blue collar workers, members of the middle class or any citizen concerned about the
A second everyday advertisement that most people often encounter comes in the mail or stapled to the pizza box. It is an advertisement, perhaps with a coupon, to dine at a local or chain restaurant. This attempt at persuasion uses the tactic of controlling the context. Even with poor wording or graphics, the existence of the coupon, and the fact that one is forced to hold the advertisement when one
None of the participants had received any education in the arts at the time of the study. Each of them reported no interest in pursuing the arts as a career. The participants looked at a series of pictures that provided designated clues to measure the responses with. "Aesthetic judgments of beauty of 49 novel, formal graphic patterns were collected from non-artist participants. In the framework of Social Judgment Theory (Hammond et
First, they evaluate the truthfulness of the message. Next, they evaluate the authentic of the persuader. Third, they determine the persuader's level of respect for the persuadee. Fourth, they examine the equity of the persuasive appeal. Finally, they look at the social responsibility for the common good of the action they are being urged to take. Combining all five elements together, a person is able to make a judgment
..While older children and adults understand the inherent bias of advertising, younger children do not, and therefore tend to interpret commercial claims and appeals as accurate and truthful information," said psychologist Dale Kunkel, Ph.D., Professor of Communication at the University of California at Santa Barbara and senior author of the task force's scientific report. (Kunkel, et.al, 2004) The Lego ads, when seen by younger children who "do not understand persuasive intent
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