Persuasion is applied in a broad spectrum of situations. Let’s take a look at th
ID: 453200 • Letter: P
Question
Persuasion is applied in a broad spectrum of situations. Let’s take a look at those situations and how persuasion plays a leading role in the outcomes. In a two-page essay, respond to the following questions: Identify and describe the four elements of persuasion. Explain which element you think is the most influential and why. Describe how a politician might effectively use each of the four elements. Describe how an advertiser might use each element in a different commercial. Select one element of persuasion and discuss a time when you used it effectively.
Explanation / Answer
Process is ones’ or a group's attitude or behavior towards thought, work , incidents, event, idea, object, believes or other persons , using these attributes while communication by written or spoken to convey message, feelings, ideas or combine form of them.
Persuasion, according to communication
• It is a communication process in which the communicator wants explicit response from receiver when individual attempts to convey his attitudes, beliefs, text, feelings or behavior to another individual or group of individuals through mode of transmission.
It can be symbolic or non-symbolic activities whose aim is to accept new cognitive patterns of behavior through the exchange of behaviors with effort at to influence one’s mental state via communication in which the persuade has some thoughts to convey.
Example: The marketer is trying to use persuasion to get the customer to register on to the monthly subscription newspaper he is trying to sell to target customer.
Persuasion - Four Key Elements
Persuasion has key four elements:
1.Trust or Credibility: People believes you. It is built on reputation or outcome by leveraging providing results or proofs through third party. Marketing manager can use case studies, feedback and testimonials like videos, certificates etc to explain products or service credibility’s of products or services. It is earned on expertise or on loyalty. People will believe you if you have expertise with success stories.
2. The Source to audience: It is communicator who presents message. A source can be more persuasive if he or she is credible, reputable, believable, trustworthy and attractive by appealing as expert’s source or be trustworthy.
Example: When a cricketer endorses a particular brand of athletic shoes, he is persuasive strongly because he is considered as expert. When an actor tress who endorses a product like shampoo, soaps, she is persuasive because her good looking attributes appeal as good product.
3.The Message or argument to influence people
These can involve emotional, physical appeals or rational or irrational arguments. sometime short emotional appealing message can be more effective than debate of arguments. Like anti-smoking message “Smoking is injuries to health” may be more persuasive than showing or explaining statistical figures about the smokers
When your audience is highly considered and sympathetic, a one-sided message is more effective. When an audience is less involved, a two-sided message is more persuasive.
4. The effective Context to communicate:
It is difficult for Advertisers to find r persuasive messages. When he or she designs advertisement plan to communicate target customers. When message is listen to or read , it should be perceived by individual based on his or her perception so it is difficult to find context which take attention. For example, if a customer is urged to buy a new washing machine, while the advertisement talks about its features, the customer will already be giving attention to features of it and listening content of advertisement . another example we can take consumer Perception and Attitude towards the Visual Elements in Social Campaign Advertisement.
The importance of advertising is growing in competitive world with effective message and mode of communication. The social Medias have high impact to targeted users all around, advertisement is way to audience to be persuasive and also shaping behavior and attitude towards products or services. Advertisements are continuously trying to convince people for usage or buy products. It is perceived that visual imagery has advantages over verbal communication in context of information.
For example : Image showing baby girl adopting human influence or convey message that “Adopt Child” campaign.
There are appeals like fear, humor, rationale , bandwagon those Advertisers Use to Sell Products
How perception is important in politics
Perception in politics means candidates use tactics to show the perception that they are more credible , helpful and sensible than the Opposition in election. Political parties represented themselves as most eligible party who will provides benefits like opportunities for growing economy, offering employment, prosperity and tax rebate or other labor benefits and show social concern party
people tend to vote for the people whose personalities like Charismatic as they appear more attractive , influencing and charming. A candidate with charismatic personality have command on speaking and presentation.
Example Adidas advertisement campaign
Adidas is the strongest sports brand in the world. It is most premium brand in shoes, clothing and sports accessories.
Trust, credibility in brand. Adidas has established 1949 in and has contribute a long way to establish as a youthful brand. Company has offered diversified product portfolio in footwear & accessories under one umbrella brand name Adidas for premium customers & Reebok as mid-range brand. It has strong financial position and presence over globe with around 2500 stores.
Adidas branding has endorsed with touch points like strong personality, sportsmanship, influencing attributes by Celebrities and also sponsoring leading organizations such as FIFA, NBA & Olympics.
It has developed Strong relationship with organizations which are international levelled Labour organizations, Finance Corporations which gives sustainability to Adidas over competitors.
ANALYSIS of DOVE CAMPAIGN FOR “REAL BEAUTY”
It is Dove’s mission to make women feel beautiful from the stereotype definition of beauty and inspiring women to tell them care of beauty is very important and one should take great care of themselves. Dove’s has endorsed six diverse women in a very confident way. These women are positioned as high self-esteem women about their body.
Using this ad , Dove has shown emotional appeals or perception of women. First off there is no visualizing objects in the ad so that the viewers’ focus is only on women and message. The color white is by Dove to symbolize as softness and brightness. The lotion which adv shows has appeal that their curves could be just as beautiful if they use this lotion. Many elements in ad shows strong emotional appeal to their targeted audience.
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