Description
Describe or develop an advertisement, or other persuasive communication aimed to changing the public's attitudes toward something (e.g., a product, a group, a political issue, a risky behavior, etc.). Describe the use of the central and peripheral routes to persuasion, the credibility and attractiveness of the source of the communication, and the sleeper effect. Using concepts from this unit, explain why this communication might be effective. Also, explain why it may not be effective using one of the concepts for this unit. Explain why this communication may or may not be regarded as ‘propaganda’, and whether or not it is ethically justifiable. Also, describe an alternative communication or program that would ‘inoculate’ the public against the first communication
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Advertisement as a persuasive method of communication
Persuasion is a symbolic process through which a communicator deliberately attempts to
convince others to accept what he/she is campaigning for, maybe a product, a policy a service or
an idea, by changing their attitudes a well as behaviors regarding that what he is campaigning
(Glovich et al.). The communicator transmits a message to the public and leaves the people to
decide without coercing them, they are free to choose. Advertisement as a method of persuasive
communication involves the use of visual and audio messages, used in marketing communication
to promote a service, ideas or a product by a specified sponsor. An advertisement appears in print
media in form of newspapers, magazines, billboards or flyers, also in live broadcasting for
example in television and radio and lastly on the Int...
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