explaining the persuasiveness of TV ads Flashcards
What is Hard Sell
Advertisers present factual information about a product
What is soft sell
subtle and creative persuasive techniques
Who is more favourable to soft sell?
(Snyder) individuals who scored more highly on self monitoring test where they regulate their behaviour so perceived better
Who is more favourable to hard sell
Low self monitoring scores (less image conscious)
Hard Sell VS Soft Sell
Meta analysis of 75
Hard Sell more believeable
Soft sell associated with more positive attitudes tho
Why might hard sell have greater capacity to irritate viewers?
More direct, provocative, confrontational
What is product endorsement
Use of celebs for familiar face. We feel we can trust bc para social relationship
How many ads used Celeb Endorsement in 1990
20%
Why might celebs be particularly effective?
Neutral source so rubber stamp advertisers claims
Limitation of product endorsement
Not as as effective as we might think
What did Martin find
Students more convinced by fictional fellow student when buying camera
Why were Martins findings found
Young want to ensure product is fashionable among those who resemble themselves
Limitation of Martins study
Lack external validity - students - similar mindsets
Further support for claim that celeb endorsement is not effective
Hume - 5000 commercials - not significantly increase persuasive content
Limitations of the research itself into celeb endorsement
Erfgen - focused on characteristics of celeb rather than message
- Explicit mode/Implicit/Co-present
- Research hasn’t considered these different modes. Strong variations?
