Question

Find an ad that involves social and prestige suggestions—techniques based on the premise that you should buy or do something because many others do so (social suggestion) or some well-known person makes a recommendation (prestige suggestions).

1. What product does this ad attempt to market, and where is the ad from? Describe or attach

2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Was this a good strategy for this product/audience?

3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs. peripheral/heuristic)? Was that a good choice? Specifically, what central or peripheral cues are used?

4. Does the ad attempt to describe the source of its product information (e.g., "dentists agree that _____" or "experts suggest ____?" Do these sources come off as credible and/or attractive? If there was no expert, do you think one would have helped? Why or why not?

5. What about the communication itself? Are the arguments weak/strong, one-sided/two- sided, overt/implied, discrepant with the audience/in-line with the audience, or not present at all? Were these good choices?

6. What about the target of the communication? Who are the advertisers targeting, how can you tell, and was that a good decision? How might this ad be different if directed towards an audience from a more interdependent culture?

7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions, attitudes, self-monitoring, etc. – your choice) is relevant to the ad’s persuasiveness.

Answer 1

1. The Ad is for a suiting company and this suiting company Ad is about a young man who is successful at his job and life in general and feels that he is missing something in life, this is when he sees this company suit and wears it and feels that now he is a a complete man.

2. This Ad appeals to the effective component, as it is an emotional Ad which potrays the feeling of a man and how he now feels complete.

3. This Ad uses the peripheral route of persuasion as it uses lot of emotions and feelings in it and does not focus on the quality or the facts of the suit. The specific cues used are that the man is good looking, is successful and has a nice car.

4. There is very little expert advice, such that, it says that the it is very durable and made of the best cloth.

5. The Ad is good in its own right and it would have help if it had more information regarding the quality of the product.

6. The Ad is directed towards young male consumers who are in upper socio economic strata. In a more interdependent culture, the Ad would include elements of family bonding and importance of family in it.

7. This Ad relies heavily on persuasion through attitudes, as it says that in order to feel good and successful, this suit is essential.