Theory of Persuasion

To perswade is an important part of any advertising campaign but how this technique is used can depend on how effective it is.

Below is a online paper I have found on the theory of persuasion:

http://www.sagepub.com/upm-data/4985_Dainton_Chapter_5.pdf

These are a couple of books I have found on the theory of persuasion:

Media psychology / edited by Gayle Brewer.  Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2011.

Fennis, Bob Michaˆël, 1968-   The psychology of advertising / Bob M. Fennis and Wolfgang Stroebe.  London : Psychology Press, 2010.

Shock Advertisement

Below is what I found when researching into Shock advertisement:

Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” It is the employment in advertising or public relations of “graphic imagery and blunt slogans to highlight” a public policy issue, goods, or services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).

This form of advertising is often controversial, disturbing, explicit and crass, and may entail bold and provocative political messages that challenge the public’s conventional understanding of the social order. This form of advertising may not only offend but can also frighten as well, using scare tactics and elements of fear to sell a product or deliver a public service message, making a “high impact.” In the advertising business, this combination of frightening, gory and/or offensive advertising material is known as “shockvertising” and is often considered to have been pioneered by Benetton, the Italian clothing retailers which created the line United Colors of Benetton, and its advertisements in the late 1980s. Shockvertising is a portmanteau of shocking and advertising.

http://www.trendhunter.com/slideshow/top-50-shock-controversial-ads#1

http://emerging-advertising-media.wikispaces.com/Shockvertising

http://www.studentpulse.com/articles/305/shock-advertising-theories-risks-and-outcomes-analyzed-using-the-case-of-barnardos

http://www.cibmp.org/Papers/Paper553.pdf

Further Research

I have been researching into different charities and finding out what they do and how they advertise the charity to consumers. Below are a selected few I have been looking at:

Movember UK website: http://uk.movember.com/

 

I really like the idea of movember. I like the light hearted and fun way to raise awareness for male cancer and general make health.

Tickled Pink, ASDA website: http://charities.asda.com/tickled-pink/

Tickled Pink is a fun campaign that get their awareness and donations raised through selling pink products, george clothing and holding events through ASDS stores.

NSPCC website: http://www.nspcc.org.uk/

The NSPCC advertising campaigns are very shocking outlining a serious issue. There are a few events to help fund-raising but it isn’t what the charity is known for. They have a lot on their website about making donations to the charity.

Here is a list of charity websites I have been looking into:

http://www.redcross.org.uk/http://www.macmillan.org.uk/Home.aspx,

http://www.barnardos.org.uk/http://www.wateraid.org/uk/.

Research Proposal Poster

The first assignment for Mixed Media Research Methods is to create an A2 size research proposal poster so we can communicate our idea, questions and what we are intending to research next.

On my poster I need to include: Introduction, Research Questions, Research Subjects, Literature Review, Methodology, Structure of the essay and References.

All the other pieces of information will be on my attached performa which we also have to complete.