Podcast
Questions and Answers
What is the act of sending messages, ideas, and opinions from one person to another called?
What is the act of sending messages, ideas, and opinions from one person to another called?
- Intrapersonal communication
- Transpersonal communication
- Interpersonal communication
- Mass communication (correct)
Which communication type involves communication within one person?
Which communication type involves communication within one person?
- Individual communication
- Interpersonal communication
- Intrapersonal communication (correct)
- Personal communication
What is the term used for the person who intends to convey the message with the intention of passing information and ideas to others?
What is the term used for the person who intends to convey the message with the intention of passing information and ideas to others?
- Conveyor
- Dispatcher
- Transmitter
- Sender (correct)
Which model includes key terms such as sender, message, channel, receiver, and feedback?
Which model includes key terms such as sender, message, channel, receiver, and feedback?
Which psychological technique involves the desire for connection and belonging?
Which psychological technique involves the desire for connection and belonging?
What are the two routes of persuasion proposed by the Elaboration Likelihood Model?
What are the two routes of persuasion proposed by the Elaboration Likelihood Model?
Which factor is emphasized by the Communication-Persuasion paradigm as crucial in the persuasion process?
Which factor is emphasized by the Communication-Persuasion paradigm as crucial in the persuasion process?
What type of source is considered more persuasive in the context of source credibility?
What type of source is considered more persuasive in the context of source credibility?
Which type of messages are effective in motivating specific actions, such as in anti-smoking advertisements?
Which type of messages are effective in motivating specific actions, such as in anti-smoking advertisements?
What does central route persuasion involve?
What does central route persuasion involve?
What is the focus of the Elaboration Likelihood Model?
What is the focus of the Elaboration Likelihood Model?
What can affect the persuasiveness of a message?
What can affect the persuasiveness of a message?
Which factor is highlighted by the Communication-Persuasion paradigm as significant in the persuasion process?
Which factor is highlighted by the Communication-Persuasion paradigm as significant in the persuasion process?
In the context of persuasion, what does peripheral route involve?
In the context of persuasion, what does peripheral route involve?
What are the two ways of persuasion proposed by the Elaboration Likelihood Model?
What are the two ways of persuasion proposed by the Elaboration Likelihood Model?
What are the various psychological techniques used by advertisers to drive consumer behavior?
What are the various psychological techniques used by advertisers to drive consumer behavior?
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Study Notes
Advertising Techniques and Models Summary
- Advertisers use various psychological techniques to drive consumer behavior, such as the need for affiliation, nurture, guidance, aggression, achievement, dominance, prominence, escape, safety, aesthetic sensations, and curiosity satisfaction.
- The Elaboration Likelihood Model, developed by Petty and Cacioppo, proposes two ways of persuasion: central route and peripheral route.
- Central route persuasion involves careful analysis and cognitive processing of the message, while peripheral route persuasion is weak and involves low receiver involvement.
- The Communication-Persuasion paradigm highlights four factors that lead to persuasion processes: source credibility, attractiveness and likability, fear arousal messages, and the nature of the message.
- Source credibility is crucial in persuasion, with high expertise sources being more persuasive.
- Attractiveness and likability of the source can also affect the persuasiveness of the message, leading to more attention for advertising messages featuring attractive individuals.
- Fear arousal messages are effective in motivating targets to take specific actions, such as in anti-smoking advertisements.
- The Elaboration Likelihood Model is focused on the process of persuasion, emphasizing the two routes of persuasion: central and peripheral.
- Central route persuasion involves careful analysis and cognitive processing of the message, while peripheral route persuasion is weak and involves low receiver involvement.
- The Communication-Persuasion paradigm highlights the significance of source credibility, attractiveness and likability, fear arousal messages, and the nature of the message in the persuasion process.
- These models and techniques are extensively studied in advertising theory and media impact, and have been discussed in academic literature and research.
- The references for the information provided include academic sources such as "Media/Impact: An introduction to Mass media" and "Advertising Theory," as well as publications by scholars in the field of social psychology.
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