Persuasion Techniques In Advertisement Media Media Essay

Persuasion Techniques In Advertisement Media Media Essay Introduction The main theme of this paper is to discuss the topic of persuasion in the media through the usage of several examples to explain some of the techniques used to perform this function. Persuasion is one of the many different types of communication that exist, and the best way to begin to define the persuasive communication is primarily giving a definition of what communication is. A quite widespread definition about what communication is would be to say that communication is the action or process where there is an exchange of information of any kind between two or more individuals. Also, it is important to understand that this process is dynamic, transactional, it affects both the sender of the message, and who listen to it and receive it. Persuasive communication is outside our consciousness, since it influences us and manipulates more than what we usually realize. We often hear about the power of specific communicators. We also know that those who control information are very powerfu l. When we talk about the power public speaking, we are only recognizing what experts have known for years, we recognize that communication that influences others is a powerful weapon. The main problem is that the persuasive communication is a tool that can be used for good or bad purposes, to change behaviors, but in one way or another it is important to recognize that it is a powerful tool. For this reason, although the communication fulfils different functions, the purpose is this paper is to show how in the media through the marketing advertisements, we can also use persuasion as a tool to persuade the audience into buying a product. Elaboration Likelihood Model (ELM) Slim Fast In this ad for Slim Fast, the target audience is middle class females who are in a stage of their lives in which they have a successful career. Women are very aware of their weight usually more than men do. Also inside their main audience target, the ad appeals minority females in their 30 and older since this is the time when most start to achieve success climbing the career ladder and at the same time most already have family making it more difficult to take care of their bodies since time is now limited and there is no much room for exercise. The quick and easy answer is Slim Fast. Therefore, the ad shows that a woman in her 30s can have a healthy and thin body because she uses the Slim Fast product. Even the name is persuasive, Slim-Fast, this implies not much work, for people in a hurry to lose weight. In the ad they used as spokesperson a celebrity, a person women could identify with and the before and after pictures are always very effective to persuade audience this is a trusted product. This audience is all about success, and to represent a person who is being successful in life, we must be thin. Not being able to take good care of your body, especially for women in the professional work environment could be seen as a failure. The ad utilizes strategies from the Elaboration Likelihood Model(ELM) to persuade its audience. First the ad uses visual elements to motivate the usage of mental processes to motivate audience to accept the persuasive message. The ad makes good use of the analysis results to understand the audience in order to come up with the ad strategy. In the ELM model the ad used the peripheral route by the celebrity endorsement since it is a way to connect the audience with the product since it helps the receiver think about something that the person is familiar wit h(after all weight lost, is a Fact of Life-TV show where the celebrity being used in this ad became popular back in the early 80s, period when the target audience where in their late teens) and to rely on audience lack of capability to achieve the goal to reduce weight. Lastly self-esteem is effectively appealed by this same route since by gaining audience emotional involvement to demonstrate if the actress selected was able to do it, the audience can do it too. Social Judgment Theory In this advertisement for Mercedes-Benz, the target audience is upper middle class individuals who are coming up in the professional ladder. Young executives like to demonstrate in the way they dress, what they eat, and more important what they drive, that they are successful people. For most people cars make a social status statement, and what better statement to show everybody how successful we are, by getting a Mercedes-Benz. The biggest challenge for many people in getting such a prestigious car is the cost, and in the ad, they already give the solution; raise expectations, but not the payments. The persuasive message is why settling for less if now you can get a Mercedes-Benz for an affordable price. This ad uses subliminal persuasion since in the picture the car is driving up, or heading up. In other words, once again, we see the message about moving up the professional ladder. In addition in the picture the cars wheels are in motion, another subliminal message of the always m oving and fast-paced on how people judge individuals who are working towards achieving their goals. It is interesting to see in the picture the lack of color to give the impression of a classical and somewhat elegant item. This advertisement utilizes strategies from the Social Judgment Theory to persuade its audience. My interpretation of the use of this theory in the ad, is that when people receive the nonverbal message, they immediately judge the ad message based on how they view and measure being successful, and to be able to own this car, will give them the prestige they view as representation of the success they are experiencing in their personal and professional lives. The message was crafted keeping in mind an audience who has a high ego-involvement based on their values and views of how they measure success and this enable a high level of acceptance/agreement with the message. Professionals in their social networks and affiliations usually will agree with the majority opinion more often than not, and in this type of groups most of them own or wish they could own a Mercedes-Benz. This is a result of high ego-involvement, or taking on the groups views/judgments as ones own. Subliminal Co-Creation Theories In this lipstick ad, the target audience is women-young adults in their 20s 30s who are not afraid to express themselves. They want to look sexy, they want to feel sexy for the opposite sex, and they are looking for company and what better than using a red lipstick. Young adults are always looking for action, are not afraid of risks, and in this ad we see two nice looking adults who are not afraid to demonstrate to each other how they are feeling and what they want. The persuasive approach is very graphic and it is used by having beautiful women with white complexion to highlight the redness of her bold, shiny lips. The use of sex appeal, and color, is part of the persuasion process to convince audience it is ok to be beautiful and this lipstick will give them the lips theyve always wanted and it would drive men crazy. The subliminal approach continues with the way she is using the lipstick (girls mouth open while using the lipstick) and the man kissing her, suggesting that she feels sexy wearing the lipstick and it could lead for more than just a kiss. The Co-creation process is clearly used in this ad since it leads audience to co-create what is going on or what is about to happen with the couple in the picture. Once again this is a very effective approach to appeal to the main audience this ad is targeting since they are in their prime age and are interested to attract the opposite sex. The picture is not complete since we cannot see where th ey are, are they dressed or not dressed? or what their eyes look like, giving audience the opportunity to imagine different scenarios where the action is taking place; her apartment, his house, or at a club. The co-creation process is used by omitting information in the picture which helps audience co-create their own unique scenario with the expectation that this will help persuade potential buyers to get the product since once we co-create a unique scenario it can have a more effective appeal to me as an individual. Compliance Gaining Theory Kama Sutra Condoms In this ad for Kama Sutra condoms, the target audience is adults in their 20s to 30s who are self-confidents and are very clear of what they want and are not afraid to ask for it. Men self esteem many times is measured by the capability to satisfy women, and the ad provides an answer to this dilemma. This ad persuades men with the message that they not just will have sex but they will be able to enjoy it more because they would achieve to experience it for much longer by using this condom. In the other hand Women are also persuaded with this ad, since the message is that not only they will have safe-sex by getting protection, but it will not limit their capability to be satisfied. The picture shows a good-looking people which also appeals to audience by sending this message that good-looking people know how to have fun. I believe sexually explicit pictures attract attention, are interesting and engaging, and direct processing resources toward the sexual stimulus and this lead to a p ositive attitude towards the product. This advertisement utilizes strategies from the Compliance Gaining Theory to persuade its audience. The persuasive message is very interpersonal by clearly establishing the promise that the people who use this product are rewarded. The product clearly sends this message by writing in big letters right in the front package: long last. There are different elements of this theory used in this ad, since also I can see the debt factor playing in the persuasive message, since most men feel like they owe women the pleasure of sex. In addition, self-feeling is very evident since using this product will make both feel very good by having a long and fulfilling time. The esteem element is also played in the ad since the ad establishes that by using it, the partners will be satisfied. In summary both female and male audience will be positively influenced by this ad by appealing to their self-gratification. CONCLUSION We can see how in the media and in particular advertising, the process of persuasion is critical in order to achieve success through the process to convince the audience to acquire certain products, either goods or services. To achieve persuasion, advertising media uses different methods and strategies to present a product or service as something necessary for the consumer. We are surrounded by advertising everywhere. Posters in the subway, clothing brands, advertisements on television, making us feel we are constantly being targeted by persuasion messages which are impossible to get rid of it. Advertising is executed by people and, therefore, is subject to the same virtues and their same defects but, what is very important is to acknowledge that it is a powerful communication tool. For that reason, it is important to learn more about the different persuasion strategies that are used in the media in order to determine when we are being targeted to get something that really we do not need or convince us to change our principles.

Platos Allegory of the Cave - Its Importance in Todays World Essay

Plato's Allegory of the Cave - It's Importance in Today's World Our society so values education that sociologists have recognized the problem of "over-education" (Hadjicostandi). Many people are spending years pursuing degrees which they simply do not need for the jobs they perform. It is therefore prudent for students to question whether pursuing a liberal education is really as important as our society believes. What is the point of a college education? Does it have any purpose beyond its material benefits. Are these benefits worth their cost? These are important questions that need answering. In the end, we may see that there is far more to this debate than simple accounting. Perhaps what makes education worth pursuing is that it gives us the freedom to makes these kinds of decisions about what is best for us. In many ways, this debate over education has its roots in the writings of Plato (Jowett). In Book VII of The Republic, Plato discusses such topics as enlightenment, epistemology, forms, and the duties of philosophers. The rhetorical styles which he employ are those of the dialogue and the allegory. The dialogue takes the form of a discussion between Socrates and Glaucon, while the allegory serves as a concrete illustration of the abstract ideas which Plato talks about (Jacobus, 444). Let us examine this "Allegory of the Cave" in more detail. In it, Plato asks the reader to imagine human beings living in an underground den. [where] they have been from childhood, and have their legs and necks chained so that they cannot move, and can only see before them. Above and behind them a fire is blazing at a distance, and [there is] a low wall. [with] men passing along the wall carrying all sorts of vessels, and statues a... ...nough to catch a glimpse of the light shinning at the mouth of the cave. When he has once seen the light, he will immediately embark upon a lifelong journey to reach it. Works Cited Hadjicostandi, Joanna. Module 13: Education and Medicine. Introduction to Sociology. 1 May, 2006. . Jacobus, Lee A. A World of Ideas. 7th Edition Boston: Bedford/St. Martins. 2006. Plato. The Apology of Socrates. The Internet Classics Archive. Retrieved 2 May, 2006. . Plato. The Republic. Trans. Jowett, Benjamin. Cleveland, Ohio: 1946. Plato. 2006. Wikimedia. Retrieved 1 May, 2006. . Plato's Allegory of the Cave. 2006 Reference.com. Retrieved 1 May, 2006. . The Matrix. Dir. The Wachowski Brothers. Perf. Keanu Reeves, Lawrence Fishburne. 20th Century Fox, 1991. Thoreau, Henry D. A World of Ideas. 7th Edition. Ed. Lee A. Jacobus. Boston: Bedford/St. Martins. 2006.

Improvement of the School Environment Essay

On behalf of the students of SMK Bagan Serai, I, Lee Shun Zhuan, the head prefect would like to draw your attention to certain problems of the students. Our school is the quintessence of schools in Kerian district, but for your information, there is still room for improvement of the school environment. In fact, most of the school buildings are lacklustre which in turn will dampen students’ enthusiasm for study. Human nature makes people feel better about themselves when their surroundings are pleasant. Students who have better attitudes usually learn more and work harder. Therefore, I would like to suggest several ways to ameliorate the overall school environment. First and foremost, we need to beautify our school by planting flower and greenery. If it is possible, the school authorities can have a garden which can create a euphoric ambience for students to relax. Besides that, a biannual â€Å"Gotong-royong† campaign should be held to enhance the environmental awareness among students. Having an immaculate school environment is the onus of every Tom, Dick and Harry. Do not maintain status quo, that is dingy or lacklustre blank walls as in other school. The students should draw some innovative murals on the walls to make the school awe-inspired till the cow come home. Furthermore, the facilities in the school are inadequate and most of them should be improved. Broken chairs and desks should be repaired or replaced because the exposed nails may injure the students. In order to keep the school clean, more dustbins should be placed in the school compound. In additions, I would like to suggest upgrading the classroom. Temperature nowadays is mounting higher and higher. In order to provide a comfortable study ambience, I feel it is a need to install air-conditioners in the classrooms. If it is possible, the school authorities can create a specified reading or rest area. We can rear animals like rabbits and birds, creating a mini zoo with different flora and fauna. As the old saying goes, â€Å"kill two birds with one stone,† students can have a visit to mini zoo to unwind and release tension while studying or resting. I hope the school authorities will take these problems into consideration and take immediate action to improve the school environment.

Is Corporal Punishment Child Abuse - 841 Words

Hitting, fighting, screaming, ignoring, unnecessary touching, are all examples of child abuse. Child abuse is more than bruises and broken bones. While physical abuse might be the most visible, other types of abuse, such as emotional abuse and neglect, also leave deep, lasting scars. (Smith, and Segal). There are four types of child abuse, physical, emotional, sexual, and neglect. Physical abuse is any type of injury a child may receive, such as scars, bruises, and other visible injuries, which can occur from hitting, slapping, kicking and other types of violence. Emotional abuse is the use of slanderous and hurtful words that can cut deep into a child. Such as constant yelling or threatening, and making negative comments. Sexual abuse is†¦show more content†¦(McCarthy). Corporal Punishment is no more than discipline of how to teach a child right from wrong. Children often challenge parents by misbehaving in order to get what they want, for example attention, objects, or app roval; however it all comes with consequence. (Strauss) Most people in today’s society view corporal punishment as child abuse. In 2004, Court was held in Maryland, Charles County Department of Social Services versus Vann of the difference between reasonable punishment and child abuse. The court eventually ruled that reasonable corporal punishment is not child abuse. (McCarthy). This was just one of the many cases that disprove corporal punishment being child abuse. In other news a recent poll was taken on whether or not corporal punishment would promote well disciplined students, and fifty-two percent said yes while forty-eight percent said no. (Debate.org) Where corporal punishment is mostly referred to is in the school system. A list that was taken and last updated in 2008 showed that twenty-two states still allow a form of corporal punishment, while there are now twenty-eight states that have banned the use of it. (InfoPlease). While the number of states that do not su pport corporal punishment outweigh the number that do, this does not mean that most teachers in the school systems find that they agree with that policy being illegal. A survey was conducted by Times Educational of 6000 teachers whether or not they believe that getting rid ofShow MoreRelatedPersuasive Speech: Corporal Punishment1625 Words   |  7 Pagesï » ¿Topic: Should Corporal Punishment be used by parents on young children? General Purpose: To persuade Specific Purpose: I want to persuade my audience that corporal punishment should not be a way of punishment and to use other effective punishments. Thesis Statement: Corporal punishment tends to perpetuate a cycle of child abuse. 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