Advertisement Analysis
In this week’s reading, Morales, Wu, & Fitzsimons (2012) argue that that “disgust can provide a positive, persuasion-enhancing boost to appeals that are solely fear based” (2012, p. 391). Analyze the advertisements above, referring to key points from the reading as you address the following questions for each ad:
Ad 1 Seat belt – Think! Always wear a seatbelt
What was your personal immediate emotional response to each ad?
My heart sunk. When the Ad started I didn’t even notice that the boy had not buckled up, I had a different expectation. It is a very sad and emotionally captivating Ad.
Did you find the ad to be persuasive? Why or why not?
Yes. This ad has induced fear through guilt and emotions as a persuasion tactic. The lack of wearing …show more content…
The use of the drug-users’ faces creates an emotional connection with the audience. The message is visually clear but the does not motivate one to do something, like a call to action.
Describe the likely intended audience for each ad. Do you believe the ad would be successful in persuading members of the intended audience to change their behavior as a result of viewing the ad? Why or why not?
The Ad speaks to the general population with a focus on Meth users.
I believe the Ad may or may not be successful. There was great visual use of images the audience would be able to resonate with. The message lacked an action – call to action.
Studies have shown that, messages with more specific descriptions of the recommended action are more persuasive than those providing general, nonspecific recommendations. O’Keefe (218)
Next, find an advertising image on the Web that utilizes a fear appeal, either with or without a disgust-eliciting element. Post a link to your image, and then analyze the persuasiveness of the ad in light of this week’s reading (i.e., would it be effective or not). What would enhance the appeal of the ad you chose?
Ad 1 Seat belt – Think! Always wear a seatbelt
What was your personal immediate emotional response to each ad?
My heart sunk. When the Ad started I didn’t even notice that the boy had not buckled up, I had a different expectation. It is a very sad and emotionally captivating Ad.
Did you find the ad to be persuasive? Why or why not?
Yes. This ad has induced fear through guilt and emotions as a persuasion tactic. The lack of wearing …show more content…
The use of the drug-users’ faces creates an emotional connection with the audience. The message is visually clear but the does not motivate one to do something, like a call to action.
Describe the likely intended audience for each ad. Do you believe the ad would be successful in persuading members of the intended audience to change their behavior as a result of viewing the ad? Why or why not?
The Ad speaks to the general population with a focus on Meth users.
I believe the Ad may or may not be successful. There was great visual use of images the audience would be able to resonate with. The message lacked an action – call to action.
Studies have shown that, messages with more specific descriptions of the recommended action are more persuasive than those providing general, nonspecific recommendations. O’Keefe (218)
Next, find an advertising image on the Web that utilizes a fear appeal, either with or without a disgust-eliciting element. Post a link to your image, and then analyze the persuasiveness of the ad in light of this week’s reading (i.e., would it be effective or not). What would enhance the appeal of the ad you chose?