Introduction to Social
Psychology
Final Presentation
Benjamin Chew
Brandon Wang
Jacqueline Lee
Koh Soo Kuan
Lee An Hui
Toh Soh Teng
http://www.youtube.com/watch?v=3Vwf8UgNdU&feature=related
Advertisement 1
Affectively Based Attitude
• Loves the feeling of being accepted and approach
by people
• Dislike feeling of isolation
• Do not want people to avoid them due to bad
breathe
• Problem of bad breathe will be solved
• People will no longer be isolated
Any time any where, bad breath can put you in isolation”
Advertisement 1
Behaviorally Based Attitude
• Self perception theory
Cognitively Based Attitude
• Experiment gives merits to Clorets
• Make people believe Clorets are effective
“Clorets cost a little more but do so much more.”
Advertisement 1
Reasons for such technique
• Affectively Based Attitude
- People are swayed more by emotions than mind
• Behaviorally Based Attitude
- Seeing is believing
- Behavior can be seen making it more convincing
• Cognitively Based Attitude
- Peoples’ beliefs are usually the reasons behind their actions
Advertisement 1
Personal Relevance
• Highly relevance – Social interaction is unavoidable
“Anytime, anywhere, bad breathe can put YOU in isolation.”
Advertisement 1
Fear Arousing Communication
• Aroused people’s fear of isolation
• Believe that watching this advertisement can reduce
their fear
• Scientific proven thereby enhancing credibility
“Clorets help stop bad breathe. Puts you back where people are.”
Advertisement 1
Central route to persuasion
• Persuaded when facts are logically compelling
• People elaborates, think, and process content of
communication.
“Anytime, anywhere, bad breathe can
put YOU in isolation.”
Advertisement 1
Reasons for such technique
• Personal Relevance
- when the is of high importance or relevance to a person,
- more attention is pay to the advertisement
- makes people put themselves in the shoes of the man in the ad
• Fear Arousing Communication
- capture people’s attention
- pay more attention for solutions
• Central Route to Persuasion
- Facts and statement makes people ponder more
Advertisement 2
Heuristic Model of
Persuasion
• No. 1 brand in Singapore
• Healthier Choice Logo
Healthier Choice Logo
Advertisement 2
Cognitively Based
Attitude
• Well established audit firm
• Mention of the vitamins
available
- Stress on utilitarian aspect
Marigold Peel Fresh is
Singapore’s No 1 chilled juice
Brand. Based on AC Nielsen retail
Audit 2008
Advertisement 2
Reasons for using such technique
• Cognitively Based Attitude
- Makes consumers believe that Marigold is the best
- Shows the positive side
- Form good impression
Improvements
• Marigold can mention the benefits of the products
through the mouth of nutritionist (perhaps from AgroFood and Veterinary Authority) to enhance the credibility
Advertisement 2
Central Route to
Persuasion
• Use of facts to convince
consumers
Peripheral Route to
When it comes to enjoying the finest nature
Persuasion
can offer, Singaporeans prefer the juicy
MARIGOLDimage
PEEL Fresh
• goodness
Vivid,ofcolourful
of .
Also available, with no sugar added, every
PEEL
FRESH
‘fruits’ PEEL
refreshing
pack of MARIGOLD
is high inwords
vitamins A, C
• FRESH
Use ofORANGE
appropriate
and E with a wide selection of pack sizes
for every occasion, Singapore’s No 1 truly
is the perfect squeeze of taste and nutrition.
Advertisement 2
Reasons for using such technique
• Peripheral Route to Persuasion
- Captures attention of consumers
- Once attention is caught, central route of persuasion is
used
• Central Route to Persuasion
- Customers logically decide that Peel Fresh is healthy
and good
- Creates impressions which last for a long time
- When buying juice, consumers will think of Peel Fresh
Advertisement 2
Personal Relevance
• Highly relevant – Consumers
love things that are fresh
• Have impact on their health
• Induce consumers into thinking
that Marigold Peel Fresh is the
freshest product in the market.
Marigold Peel Fresh. Any Fresher
you have to Peel it yourself.
Advertisement 2
Reasons for using such technique
• Personal Relevance
- Consumers pay more attention
- Everyone loves fresh food and drinks
- Play on consumers’ health concerns
Advertisement 3
Cognitively Based
Attitude
• Laboratory test strengthen the
beliefs in people
• Feels that Cola is beneficial to
babies since young.
“Laboratory tests over last
few years have proven that
babies who start drinking
soda during that early
formative period have a
much higher chance of
gaining acceptance and
“fitting in” during those
awkward pre-teen and teen
year.”
Advertisement 3
Reasons for Cognitive
Based Attitudes
• Classify the positive &
negative to evaluate the object
• Advertisement wants to shows
the positive side of Cola with the
help of laboratory tests
• Use benefits to form positive
attitudes about Cola
Advertisement 3
Affectively Based
Attitude
• Parents would want their child to:
- have a good beginning in their
life
- have a better social life during
their growing up period
“Laboratory tests over last
few years have proven that
babies who start drinking
soda during that early
formative period have a
much higher chance of
gaining acceptance and
“fitting in” during those
awkward pre-teen and teen
year.”
Advertisement 3
Reasons for Affectively
Based Attitudes
• Based more on emotions and
values
• Prefer something that is
beneficial to them
• Tend to follow their heart than
mind
Advertisement 3
Peripheral
Persuasion
Route
• Consumption of Cola - have a
satisfactory results on babies.
• Changes in attitude are shortlasting.
• May be influenced by other
sources.
to
Advertisement 3
Personal Relevance
• A great linkage to:
- lifestyle
- Personality
- Heath requirements
• Will pay more attention to
the advertisement.
“Promotes Active Lifestyle!”
“Boosts Personality!”
“Others Body Essential Sugars!”
Advertisement 3
Reasons for Personal
Relevance
• Pay attention to details that
are of more relevance to
oneself
• More concern about oneself
• Lead to Central Route to
Persuasion
Advertisement 3
Central Route to
Persuasion
• Trigger a thinking process
• Process the content
• Changes in attitude are longlasting
• Unlikely to change
“Promotes Active Lifestyle!”
“Boosts Personality!”
“Others Body Essential Sugars!”
Advertisement 3
Reasons for Central
Route to Persuasion
• Persuaded by logically
compelling facts
• Start a thinking process
• Let advertisement’s message
“sink” into the public.
• Allow them to process the
content
Advertisement 4
Reason for such
Heuristic-Systematic
techniques
Model of Persuasion
• Health has been a growing
in society
•concern
Superbrands
2009 award
- -Personal
Productrelevance
would be of
encourages
premiumviewers
qualityto pay
attention to the advertisement
• Healthier Choice recognition
- A healthy product; not
harmful to the consumer
Advertisement 4
Cognitively
Based
Reason
for such
Attitude
technique
• Stressed on
aspect of
• Singapore
is autilitarian
multi-racial
product
society,
comprising of mostly
Asians
to Cultural
- Tailored
Tailored to Asians,
so as to yield
Difference
better
results
• Natural Goodness for you and
your family
- Asian families have meal
together
• Mindful to the Muslim consumers
Your favorite Sunbeam has an all new
Premium Quality. Naturally
look. brilliant, elegant and easy to
Cholesterol Free. Omega 3 & 6
recognize with all the natural goodness
Nutrients. Rich in Vitamin E.
for you and your family.
Advertisement 4
Reason for such
Aesthetic
technique
• Sometimes
Lots of white
less spaces
is more
• - Nobody
Use of Bright
likes tocolours
read wordy
• Minimal use of persuasive
advertisements
words
-Bright colours capture out
attention; as well as make us
feel hungry
-People are more persuaded by
messages that do not seem to
be designed to influence them
Advertisement 4
Alternative Technique
that can be used
• Fear-Arousing Communication
• Briefly mention obesity and
vascular diseases
• Provide instructions on how
Sunbeam oil helps
Our Own Advertisement
Introduction of our product (Smile)
•
•
•
•
A non-carbonated drinks
Does not corrode teeth
Makes people smile with confidence
After drinking smile, Life’s like summertime
Smile makes life
just like
summertime
Our Own Advertisement
Cognitively Based Attitude
• Expert mentioning various substances that can
corrodes people’s teeth
• Strengthen the beliefs in consumers
• Believe that drinks of other brands are harmful to
their teeth
• Show negative effect of other brands and bring out
the positive effect of Smile
Our Own Advertisement
Affectively Based Attitude
• Enjoy the feeling of happiness and confidence
• Smile’s value proposition- Life’s like a Summertime
• Smile helps consumers to remain happy without
dental problem
• Link Smile to happiness
Our Own Advertisement
Fear Arousing Communication
• Aroused people’s fear of corrode or unhealthy teeth
when they consume drinks of other brands
• Capture consumers’ attention on our advertisements
• Seeing that Smile does not cause corrosive or
unhealthy teeth
• Solution to consumers’ fear
Our Own Advertisement
Personal Relevance
•
•
•
•
Highly relevance especially to teenagers
Grabs consumers’ attention
Teeth plays an important role when a person smiles
Everybody wants themselves to look good when they
smile.
• Convince consumers’ that Smile is their solution for a
confidence and brighter smile.
Our Own Advertisement
Peripheral and Central Route to
Persuasion
• Advertisement that are wordy turns people off
• Attention grabbing music and cute animation captivate
attention of consumers’
• However, this impressions are short term
• With expert explaining the harmful substances found in
the drinks of other brands
• Create a long lasting impression in the minds of
consumers’