TV is perhaps the most obvious medium

through which persuasive messages are

presented

Attempts to

persuade on

TV

Describe the different ways television is used

to persuade

Understand the psychological principles used

in television advertising and persuasion

Outline the effectiveness of advertising

Oskamp (1988): argued that TV adverts are a

powerful influence on attitudes

Taras et al (1989): noted that children‟s

requests for certain foods correlate strongly

with the amount of TV advertising the

product is receiving.

The Hovland-Yale model argues that we can understand

attitude change by considering it as a

...................................

The first stage in the sequence is ................., we must

notice the attempt to persuade.

The second stage is ..........................., we must

understand what the advert is telling us

The third stage is ................, the individual must react

to the message

Therefore persuasion takes place in ...............

Sequential process comprehension

Attention stages reactance

In order for adverts, campaigns or political broadcasts to work, they have to grab attention

Adverts, such as, “get hooked campaigns”, Cadburys, drumming gorilla grab attention as they use eye-catching or iconic images!!

Olney, holbrook and batra (1991): measured channel hopping during adverts and found that unique eye-catching adverts captured watchers attention

Can you think

or any other

adverts which

really grab

your attention?

Comprehension is extremely important in

relation to attitude change in political and

health campaigns- why?

It is much less important in TV

advertisements

Based on systematic

and heuristic processing

What is systematic

processing and heuristic

processing?

Watch these adverts

and decide what the

message is.....

http://www.youtube.com/watch?v=TVblWq3

tDwY

http://www.youtube.com/watch?v=QJ0hCFrx

4lg

Many adverts encourage heuristic processing-

the main message is obscure and has to be

worked out. They entertain as well as inform

In political and health campaigns they use

systematic processing. The messages should

be clear and simple.

For complex messages, written forms are

more effective than TV

Based on reactance of Hovland-Yale model

Once an advert has been noticed, the aim is to create a favourable evaluation of the product you are selling

This is done by association through classical conditioning

Many food/ drinks adverts play on association with laid back, relaxed, sunny afternoons-think of some examples?

=PAIRING

http://www.youtube.com/watch?v=-

reVUJzMnx0

How can you explain the Andrex toilet tissue

advert in relation to this classical conditioning

diagram

UCS UCR

..................... ........................

NS+ UCS (Pairing) UCR

................+.............. .. ....................

CS CR

...................... ........................

Lynx advert

http://www.youtube.com/watch?v=lCZ-6y2UEfM

Another way in which classical conditioning

works is through the use of music

Examples= “we buy any car”, “compare the

market.com”

Music has been used in political campaigns,

“things can only get better” in the general

election in 2007

Repetition!!

Zajonc (1968): found that familiarity is an important part of liking, and devised from this the mere exposure hypothesis. The more we see, the more we like it!!

Tellis (1987): adverts should be repeated two or three times a week if possible

Giving very short clips of adverts before and after films and shows has increased exposure

What adverts have been shown before and

after the following shows?...

Friends

Hollyoaks

X-factor

http://www.youtube.com/watch?v=l4L3bm6

m3KQ

Advertisers cannot personalise their adverts,

but they can make use of „ready made‟

relationships that exist between viewers and

well known celebrities (parasocial

relationships) to promote their product

Examples?

Giles (2002): celebrities provide a familiar

face which we feel we can trust. This leads

us to be more likely to buy the product!

BUT- O‟Mahony and Meenaghan (1997) found that in general, celebrity endorsements are not regarded as effective!

A Gillet advert featuring, Roger Federa, Thierry Henry and Tiger Woods was named the worst TV advert of the year by advertising magazine „Campaign‟!

Martin et al (2008) found that their student participants were more convinced by a TV endorsement from a fictional fellow student when buying a digital camera, than by one from a celebrity

A) OPERANT CONDITIONING

B) CLASSICAL CONDITIONING

C) BEHAVIOURISM

A) HEURISTIC PROCESSING

B) SYSTEMATIC PROCESSING

C) CENTRAL PROCESSING

A) The advert grabs attention

B) The advert is repeated

C) The advert is comprehended

A) UNIQUE

B) EYE-CATCHING

C) ALL OF THE ABOVE

A) Parasocial relationships

B) Celebrity endorsements

C) Product endorsements