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Unit 3 Persuasion Strategies

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Every advertisement’s goal is to persuade the audience to buy the product being promoted in the commercial. Heinz’s recent Super Bowl commericial, titled Wiener Stampede, uses three different persuasion strategies to promote their product: analogy, humor, and appeal to positive emotion (specifically the warmth appeal). The use of analogy in this commercial creates a humorous situation, which in turn, creates positive emotion. These three persuasion features work together to make an advertisement more effective in persuading the audience, which in this case, are people who love to have barbecues with their friends and families. When creating advertisements, companies usually keep their target audience in mind and cater to them. In order for an advertisement to be effective, it has to appeal to the audience. In order to …show more content…
A study examined the effect of knowledge and resource on the persuasiveness of analogies (Roehm & Sternal, 2001). The goal of their study was to identify the conditions in which an analogy is made more effective and which conditions weakens the effects of the analogy. They conducted an experiment where the participants look at two ads for a fake PDA product called the Voyager. One ad used an analogy to compare the Voyager to a cell phone. Another used a literal similarity to compare the Voyager to a computer with similar characteristics. Participants were then asked to measure base associations and evaluate the product. They found that respondents with high need for cognitions favored the use of an analogy over a literal similarity and also showed higher base association feature scores. Respondents with a low need for cognition were less favorable of the use of analogy and showed lower base association scores for the analogy. Researchers also concluded that the persuasiveness of an analogy depends on knowledge a person has of the base

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