Use Of Persuasion In Advertising Industry Sample Assignment

Every day we are surrounded by advertising messages whether we are out shopping, watching tv, or even at the doctor’s office. There is always someone trying to persuade us to buy something whether it’s a beauty product, medication, or even an idea. When we think of persuasion, we often associate it with negative examples, but the truth is there are also a lot of positive advertisements that can influence someone’s life in a positive and healthy way. I will be analyzing the use of persuasion tactics in the mass media and the two major routes to persuasion used today.

Persuasion is defined as when communication from one person changes the opinions, attitudes, or behavior or another person (Aronson, 2018). What comes to mind when you think of persuasion? Some people may think of the advertising messages displayed on their tv urging them to purchase a tooth whitening toothpaste while others may think of a political candidate trying to convince them to vote for him/her. Persuasion depends on whether we are dealing with opinions or attitudes. Some opinions can be changed easily while attitudes may take more convincing to change and even then- you still may not be able to change one’s attitude. For example, I may have an opinion that whitening your teeth is bad for you then if I’m shown an advertisement about whitening toothpaste saying that its dentist approved and will not harm your teeth, my opinion may change. If I have a deep dislike for President Trump and I see a campaign ad about Trump stating something like “All I’m doing is just telling the truth” or “Jobs not Mobs,” odds are my attitude about Trump will not be changed and I still will not vote for him.

​When the media is trying to persuade us, two routes of persuasion can be used: Central or Peripheral. Central persuasion relies more on relevant information that people carefully take into consideration when making a decision while peripheral focuses more so on visual, irrelevant cues to stimulate acceptance of a message without actual consideration of the issue (Reppond, 10/25/18). For example, if you are looking for a laptop for college and choose the Apple MacBook only because you’ve seen a lot of students carrying it, you are taking the peripheral route. If you choose to get the Chevrolet Equinox because its fully loaded, has remote starter, and is efficient in gas then you are taking the central route. Most advertisements usually appeal central arguments and peripheral cues. It may seem like central routes are more effective than peripheral routes but that is not true all the time. Aronson gave a great example about the trial of O. J. Simpson. During Simpsons trial, he was asked by the prosecutor to wear the gloves worn by the murderer, when they did not fit his attorney said, “If it doesn’t fit, you must acquit.” By saying that statement, he didn’t add any logic to the argument, instead he created a persuasive cue for the jury to resonate with. “His rhyme gave the statement a ring of truth.” (Aronson, 2018). Even today, this form of persuasion is still present. If you look at campaign ads, there is always a phrase that was chosen very carefully to reach a certain group of people to persuade them to vote for them.

Now think about magazines. Magazines are full of advertisements and news entertainment. All magazines present advertisements whether they are health, sport, or fashion magazines. The first advertisement I want to mention is a sneaker advertisement. I came across a shoe advertisement for Skechers which showed famous singer Camilla Cabello posing with the shoes on. The advertisement did not have any information on the sneaker itself like how durable they are, how much support they have, if they were comfortable or not. There was nothing to take into consideration to decide if I wanted to buy these sneakers other than the fact that a famous celebrity was wearing them. This type of persuasion falls under the peripheral route to persuasion. This advertisement is an obvious attempt at targeting young girls who like Camilla. A young girl may see this advertisement and ask her mom for this shoe purely for the reason that her favorite celebrity is wearing it. The source of communication here is attractiveness and likeability. The fact that she is trying to influence us while getting paid to promote their sneakers should give us the idea that we shouldn’t trust the advertisement, but most people will oversee that concept and still be persuaded to buy the product.

Another example of a peripheral route advertisement is one I saw of a Kerasilk Luxury Hair Care product. Here a beautiful woman with long blond hair is shown with a quote that says, “Transform your hair with THE POWER OF SILK.” It also tells us where its sold and the website you can purchase it at. The woman is also posing with an over the shoulder look exposing her backless dress while looking very confidently at the camera. This advertisement can have a big impact on women because this woman is beautiful. If they showed a woman who was not attractive in the ad, most women would overlook the product and hold it at a low standard. A woman might see this ad and think, “I want hair like that, I want to look like that, if she can look like that by using this product then I’m sure I can.” Because this woman is looking at the camera so confidently, that can also increase the credibility of this advertisement.

Earlier I mentioned that some advertisements can influence someone’s life in a positive way. The next two advertisements I will be mentioning are a mix of central and peripheral routes of persuasion. The most effective advertisements are the ones that consist of peripheral cues and central ideas. The first advertisement is about donating money to hurricane victims, it states that “In the wake of a hurricane, your dollars are hard at work, help where its needed most.” It proceeds to say that even a small donation can make a big difference and gives the link to where we can donate money. It illustrates that the money we donate can have a big effect on helping those in need by showing a picture of a stethoscope and a building made out of dollars. This advertisement is a positive example because the devastation of a hurricane or any disaster is a time of need for a large group of adults and children. Most of these organizations are non-profit and donate all the profits made to those in need. The nature of this communication relates to moral emotion- feelings that have a normative judgement (Aronson, 2018). Someone may look at this advertisement and feel guilty that there are people in need, while they have a home and food and are not in need of medical care. That guilt emotion will lead someone to feel the need to help and donate to a good cause.

Another advertisement that shows a central and peripheral route of persuasion is an advertisement about a medication that helps people quit smoking called Chantix. The peripheral cues shown here are that they wrote the word “quit” using cigarettes. They then used the central route to explain what Chantix is, how it’s used, and the safety information involved. This advertisement will appeal to those who smoke, who also have the intention to quit smoking. The source of the communication here is the FDA. When you hear that a drug has been approved by the FDA, it instills a credibility of trust in you that the product must be good and must work. The nature of communication is that there are statistics available on the advertisement claiming that it is the #1 prescribed Rx quit smoking aid. If I wanted to quit smoking and read that statistic, I would be persuaded to try this medication.

In conclusion, we like to think that we aren’t like that, that we have amazing self-control and that there is no way that we can be fooled and let advertisements control our life. But the sad truth is that we are fooled. How many of us buy Nikes just because we think that the reason we’re buying them is because we like them? We’re most likely purchasing Nikes because they are heavily advertised, and everyone has them. My husband strictly only uses Pantene shampoo because it’s the most familiar one to him on the shelf. Advertisements exist everywhere we go, every website we browse, and even during the commercial break played during our favorite shows. We can’t ignore ads or eliminate them because if we think about it, we are the ones who initially created ads. As humans we like to save money, we like to purchase products that make us feel good about ourselves, and we like to help others during a time of disaster and need.

Concept Of Persuasion In Leadership

In today’s capitalist driven economy, persuasion is a vital trait that all leaders must acquire in order to be successful. Some may have this quality inherited, while others may not. In doing this week’s readings I have realized that the most influential leaders are those who abide by the principles of persuasion and understand the fine line between strength and warmth.

Those leaders who follow the fundamental principles of persuasion will be the most effective leaders in the business world. One strong connection I found in the readings Harnessing the Science of Persuasion and Connect, Then Lead was that they both emphasized the importance of building trust between a leader and its subordinates. In the reading, the principles of persuasion do not directly specify how this trust is built in the workforce, but it is self-evident that they create trust. For example, the principle of liking builds trust by creating a relationship with someone who has similarities with you while the principle of reciprocity suggests gift-giving allows commitments and trust to arise. Therefore, I strongly believe that this technique is effective because it allows people to feel comfortable with you and create a trustworthy environment.

In order to successfully impact others, one must understand the balance between strength and warmth. In the reading Connect, Then Lead, the authors come up with this ideal leader known as “The Happy Warrior,” who truly knows how to project warmth before strength to their subordinates. This truly brings me the image of the role of the president in the United States. The President of the United States is a great example because he projects warmth through his harmony and charisma and gains the peoples’ trust to vote for him, but then once in office, he is still responsible for making decisions and passing policies that could potentially affect people, even some of those that voted for him. So there is there balance that the president must be of aware of, and that is the balance between being a warm, open leader and a strong demanding one.

It is a disappointment how leaders, from store managers to government officials, do not play their role correctly in today’s thriving economy. In the past, people have tried to redefine capitalism to improve our society and solve our economic problems, but that was not at all successful. Today, we need to leaders how to be effective in persuading and inform them to start with warmth and then establish strength afterward.

Man Of Reason: The Life Of Thomas Paine

For Aldridge’s sources, he used a lot of primary sources. He used the Pennsylvania Packet, which was very often when writing this book. In the Notes section of the book, (MR 325) he listed this document many times. It explains that this packet is where Paine declared financial arguments and published political arguments in the Pennsylvania Packet (MR 328). Articles from the packet were a major source of his information. It is primary because the articles are from the time period, which made this information reliable. The facts are from what was going on in the time, from the people who were experiencing it. The Pennsylvania Constitution, as well as magazines and newspaper articles and letters from that time period were also primary sources. He used things like Journals of the Continental Congress, New York Public Advertiser, Harper’s New Monthly Magazine, and ideas from information from Common Sense (MR 325).

All of these letters and articles were in the time period that Thomas Paine, as well as the people who knew him. They were written by people who knew personally what was going on. There were also memoirs and memorials that he got information from. Information about his daughters came from Mrs. Paine’s obituary. He used Memoirs of…Benjamin Franklin (ME 360) to explain when Benjamin Franklin gave suggestions for Common Sense. He also used secondary sources. We know that these are not primary because they came from a later time period. Paine lived until the mid-1700s. This means that articles, books, and any source written in the late 1800s and 1900s were not primary. They could not have come straight from Paine himself, or people who lived in the same time period. Aldridge used sources such as Charles Willson Peale, A Memorial containing travels through Life or sundry incidents in the life of Dr. Benjamin Rush, Benjamin Franklin and American Foreign Policies, and Am. Hist. Rev.

This book was written about everything known about his life. It tells about his personal life. It went into more detail about his adult, political life, but does give information about his childhood. He uses many sources to inquire all there is to know about Paine, making the book simply a documentary. It specifically tells about Paine in his later years of life. It explains that Paine was very interested in the political events at the time, and was also motivated by the leaders he came to meet. He was influenced by the Quakers. On page 13, it says that the “direction of Paine’s mature thought may have been derived from his Quaker background(MR 13).” However, his parents are what influenced his religion, which was a huge part of why Paine was the way he was. He was very interested in science and english.

When he went to Philadelphia in 1774, it was when the colonies were dealing with the Boston Massacre, as well as a lot of danger rising in the colonies. It was those events that “undoubtedly stirred Paine to examine critically the political ties binding the colonies to Great Britain.” It says that Paine was by temperament a revolutionary, so with all the commotion about revolution seemed appealing to him. His beliefs about the Old Testament in the Christian bible is what made his very unpopular. He questioned the divinity of Jesus Christ, making people begin to despise him. The book mainly talks about his political life, but explains part of his younger life to help us understand what his influences were. Yes, it talks about his time in France. He went over for a translation of a book. He got arrested, where he became friends with his cellmate and wrote in their free time. He got very very sick for a while in the time that he was in jail.

Thomas Paine was a central figure in the book, as well as Benjamin Franklin, Thomas Jefferson, all the political figures, and the people who helped write or influence Common Sense, Age of Reason, The Rights of Man, and the documents that Paine wrote. It does not discuss his personal life in detail. It tells about his mother and father, as well as their Quaker background at the beginning (MR,13) to explain where his influences came from. They were definately central figures in his life. His cellmate in jail when he was in France was a central figure in his life. They spent time writing together about things that they did not want others to hear. Always political men were central figures in his life. Benjamin Rush was also a good friend to Paine, especially during the time of writing Common Sense, and influenced him throughout that time. He struggled financially, especially in his younger adult years. Having a difficult time financially always shapes a person to look at things differently. I think this gave him the mentally and motivation to lean strongly on his words and his impact in the world. Not being successful earlier in life made him use his words instead of money to get people to listen to him. Whether people like what he said or not, he always got people to listen to what he was saying, and I believe he learned to do that because in his younger life he was forced to work hard for everything.

It does not seem biased. It is very informational, like a documentary. The introduction (MOR 9) says that the book favors Paine, but is unbiased. It is neither for, nor against him. Its purpose was to gather and explain the information known about Paine’s life. The reader can conclude that it is very in the middle. The book simply uses information. When explaining the writing that made Paine very unpopular, Age Of Reason, Aldridge does not state whether or not he agrees with the writing. He does not bash Paine, but also does not talk him up. When he got arrested, Aldridge does not act like he was happy or mad about Paine’s arrest. He just stated where and why, giving all information that was present. It was not at all more negative than positive. The whole book talks about complete facts. There are not many, if any, opinions in the book of the author, or the documents he got the information from. When he talked about the reactions from the Christians after Age of Reason, he did not lean toward one side of whether they were being wrong or right. Aldridge was very careful to not put emotion and opinion in the text.

No, the author does not have an explicit theory about Jefferson. He was not discussed until mid book, page 112, so we are left to figure it out throughout the book. Jefferson was only mentioned as a friend of Paine. “At least two of his friends remaining in Paris, Lafayette and Jefferson…” (MR 112) tells the reader that Jefferson and Paine are friends. In September 1789, Paine writes to Jefferson (MR 115), showing that they have mutual respect for each other. They shared things going on with each other. Aldridge brings up multiple examples of them sharing news throughout the book about politics and more. He specifically says that “Paine’s ostensible purpose was to ‘expose the baseness of the federal faction,’ but he was actually defending the honor of his friend, Jefferson.”

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