Persuasion
Advertising & Media Effects
02/21/2011
R.G. Bias | rbias@ischool.utexas.edu |
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Introduction
Much of this content is from Laura F. Bright, Ph.D.,
Assistant Prof of Journalism, TCU
brightwoman.com
R.G. Bias | rbias@ischool.utexas.edu |
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Think of one or two recent ads
 Write ‘em down. Just a word or two, to
remind you which ad you’ve thought of.
 I’ll ask you about them toward the end of
class.
R.G. Bias | rbias@ischool.utexas.edu |
3
Information Overload
The average person sees between 1,500 and
4,000 advertising message per day.
Over a lifetime, the typical consumer will see
more than a million TV commercials.
Roughly 5% of the daily advertising
messages actually register with consumers.
What does this mean for advertisers?
R.G. Bias | rbias@ischool.utexas.edu |
Advertising & Persuasion
With so many messages peppering our daily
lives (remembering what we’ve learned about
selective attention) advertisers must use highly
crafted persuasion techniques to reach their
target consumer in the right place at the right
time.
Consumers are typically advertising averse however, if the appeal is strong and the offer is
timely, many will respond to an advertising
message.
R.G. Bias | rbias@ischool.utexas.edu |
 http://www.statesman.com/sports/longhorn
s/longhorns-baseball-key-roster-additionslosses1259957.html?cxtype=rss_longhorns
R.G. Bias | rbias@ischool.utexas.edu |
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What is Persuasion?
Persuasion is a form of social influence.
It is the process of guiding people (and
oneself) toward the adoption of an idea,
attitude, or action by rational and
symbolic (though not always logical)
means.
Advertising uses various appeals during
the communication process to achieve
persuasion.
R.G. Bias | rbias@ischool.utexas.edu |
Communication Process
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How Persuasion Works
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Cognitive Response Model
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AIDA Model
 A - Attention (Awareness): attract the attention of the
customer.
 I - Interest: raise customer interest by focusing on and
demonstrating advantages and benefits (instead of
focusing on features, as in traditional advertising).
 D - Desire: convince customers that they want and
desire the product or service and that it will satisfy their
needs.
 A - Action: lead customers towards taking action and/or
purchasing
R.G. Bias | rbias@ischool.utexas.edu | 11
Processing Models
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Steps in Persuasion Process
1. Message Presentation
2. Attention
3. Comprehension
4. Yielding
5. Retention
6. Behavior
R.G. Bias | rbias@ischool.utexas.edu |
Communication Components
1. Source
2. Message
3. Channel
4. Receiver
5. Destination
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Persuasion Matrix
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Persuasion Matrix II
1. Receiver: Can the receiver comprehend the ad?
2. Channel: Which media will increase
presentation?
3. Message: What type of message will create
favorable attitudes toward the product?
4. Source: Who will be effective in getting
consumers attention?
R.G. Bias | rbias@ischool.utexas.edu |
Persuasive Appeals
Appeal to logical rational minds of consumers
OR
Appeal to the feelings and emotions of consumers
OR
Appeal to both
R.G. Bias | rbias@ischool.utexas.edu |
Persuasive Appeals
1. Humor
2. Fear
3. Emotional
4. Sexual
5. Celebrity Endorsements
6. Expert Endorsement
7. Comparative
8. Green / Eco-Friendly
R.G. Bias | rbias@ischool.utexas.edu |
Humor Appeal
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Fear Appeal
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Emotional Appeal
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Sexual Appeal
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Celebrity Appeal
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Celebrity Endorser Traits
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Expert Appeal
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Comparative Appeal
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Green / Eco-Friendly Appeal
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Persuasion Over Time
Advertisers must stay current with trends
and events in order to be persuasive to
today’s consumers, regardless of their
demographic characteristics.
When ads become more persuasive over
time, it is known as a sleeper effect.
How have ads changed over the last 4
decades?
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Early Years
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1960s Advertising
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1970s Advertising
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1980s Advertising
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1990s Advertising
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2000s Advertising
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Current Advertising
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What does this mean for us consumers?
 First, consider the source! What is there
motivation?
 What do we “know” that maybe ain’t so?
R.G. Bias | rbias@ischool.utexas.edu | 36
OK – what were those ads that
you recalled?
 Tell me some.
 Which “appeal did
they use”?
1. Humor
2. Fear
5. Celebrity Endorsements
6. Expert Endorsement
7. Comparative
8. Green / Eco-Friendly
9. Something else?
3. Emotional
4. Sexual
R.G. Bias | rbias@ischool.utexas.edu | 37
Moving Forward
Once you start advertising, it is hard to stop without
experiencing detrimental effects to your brand.
It is important for advertisers to be persuasion experts
in order to sell products for clients.
As consumers become more educated in persuasion,
this process will only become more difficult!
Stay innovative and smart to keep ahead.
R.G. Bias | rbias@ischool.utexas.edu |