media persuasion unit 4. learning objectives to analyse the techniques used to persuade by the...
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Media PersuasionUNIT 4
Learning objectives
To analyse the techniques used to persuade by the media
To describe the Hovland-Yale model of persuasion
To apply this model to examples from the media
Do adverts really work?
Can you identify which brands/companies are the face of each slogan or logo?
Answers
Mr Muscle
Compare the market
Cravendale milk
KFC
HSBC
Mr Kipling
Andrex
Marmite
L’Oreal
Nike
Answers
Starbucks
Shell
Kellogs
Pizza Hut
Audi
Pepsi
Chanel
Windows
Pringles
What did you find? – 3 adverts
Hovland-Yale Model
Described how attitude is changed by the media in 4 simple processes
Use page 391 of your textbooks to outline each of these stages
How do your adverts demonstrate these stages???
Hovland-Yale Model
People will also need a “factor” to change their attitude
The four factors which influence attitude change heavily are:
– The source
– The message
– The medium
– The target
Continue using page 391 to outline these four factors
How can they be applied to the four adverts shown???
How can the hovland-yale model be applied to this advert?
http://www.youtube.com/watch?v=q8iIgQ7tGow
Evaluating the Hovland-Yale model
How can it be applied to advertising???
- Source
- Message
- Medium
- Target
What research supports/refutes the model???
Are there any methodological issues???
Past exam Q
The Government wants to reduce the number of accidents caused by drivers exceeding the 30 mph speed limit in built-up areas. An advertising company is asked to create a television advertisement to persuade drivers to reduce their speed.
Suggest some possible features of the television advertisement. Justify your suggestions with reference to the Hovland-Yale model. (10 marks)
Past Exam Q
A company is about to launch a new perfume aimed at young career women and wants to devise a television advertising campaign to promote the perfume.
Using your knowledge of the persuasive effects of television, what advice would you give to the company so that it could make the television advertising campaign as effective as possible? Refer to psychological research to justify your advice. (10 marks)