Question

Chapter 13 Social Psychology (10 marks)

Rationale: The purpose of this activity is to review the routes of persuasion and factors that influence persuasion discussed in Chpt. 12.

Instructions: For this assignment, you will seek out 2 print ads (copy and paste the chosen ads below) for the same or similar product. You will need to find 2 advertisements that demonstrate the 2 different routes to persuasion as described by the elaboration likelihood model (Petty & Cacioppo, 1981, 1986).

In other words, one advertisement that you find will have been designed to be processed via the central route, while the other advertisement will have been designed to be processed via the peripheral route.

Next, you will explain how the route is impacted by the characteristics of the following three factors: 1) the source (who is delivering the message), 2) the message (what is the content of the ad and how is it constructed), and 3) the audience (who is the intended audience).

1. Below provide the 2 print ads chosen (copy and paste from your source)

2. Explain (make sure you are clear which ad you are referencing Label them “Ad #1” and “Ad #2”) why one ad is an example of the central route and why the other ad is an example of the peripheral route.   It should be clear in your explanation that you understand the definition of both routes. (a couple of sentences per explanation). 4 marks

3.For Ad # 1 indicate what the source is that is being used. (a couple of sentences). 1 mark

4.For Ad # 1 ad indicate what the message is. (a couple of sentences). 1 mark

5.For Ad # 1 ad indicate who the intended audience is (a few words). 1 mark

6.For Ad # 2 indicate what the source is that is being used. (a couple of sentences). 1 mark

7.For Ad # 2 ad indicate what the message is. (a couple of sentences). 1 mark

8.For Ad # 2 ad indicate who the intended audience is (a few words). 1 mark

Answer 1

Clean! Clean! Cleanest wash of all! Cleanest whites! Cleanest coloureds Aste Cleanest wash of all! THERE'S NO PRIDE LIKE TIDE PRIDE! Do you look at your washine and rejoice? Tide users do! Frosty! It's Tide users who have the Fragrant! It's Tide users who have cleanest sheets, tablecloths and the dearest, sweetest woolla! towels. Sparkling Sweet-melling! Soft! Fleecy! Fragrant! Tide-clean--and that's the cleanest And clothes washed in Tide last there is! longer because Tide is kind to Brilliant! It's Tide users who have fabrics. And there's none of that the cleanest, brightest, sharpest hard rubbing! prints! Seaside fresh! No noapscum Turn to Tide for the cleanet dalls them. They're Tide-clean! wash of all! Tide washes cleanest AND HERE'S WHY Ne soap, no other washing powder, nothing can get clothes to clean as Tide. Here's why Tide has more e power than any other product to separate dirt from fabric. More power to slide out the dirt. And more power to hold the dirt in the water so that it can't get back on the clothes. Tide is unique Geledes CLARATI

New Improved @ 707 Ultra White Detergent Powder Remove Stains Quickly...

2. In the first advertisement it is clearly mentioned how the detergent makes clean The message is authentic and appropriate.

The second advertisement is not presented gorgeously. Its simplicity shows its worth and activity.

3. Both the images have been taken from the following link mentioned below.

https://www.google.com/url?sa=i&url=http%3A%2F%2Fwww.707sabunwala.com%2Fabout_us.aspx&psig=AOvVaw1teMivo4cI8MTyX2Cf4qH6&ust=1596272382689000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCKiv45WQ9-oCFQAAAAAdAAAAABAO

4. The first advertisement says that it makes the clotes cleanliest. It makes one proud and smart.

5. The first advertisement tries to pursuade the audience with its message. It is impressive.

6. https://www.google.com/url?sa=i&url=http%3A%2F%2Fwww.707sabunwala.com%2Fabout_us.aspx&psig=AOvVaw1teMivo4cI8MTyX2Cf4qH6&ust=1596272382689000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCKiv45WQ9-oCFQAAAAAdAAAAABAO

7. The second advertisement is presented very simply. Its simplicity ensures its quality.

8. It wants to impress the audience with its texture and simplicity. It shows that quality depends on activity.