Persuasion3ov - – Example Bisphenol-A Social Marketing • Planning • Use of theory • Communication analysis(audience form of mass media •

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Communication Campaigns Lecture 3
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Communication Campaigns rely on argumentation, slogans and emotional appeals to mold public attitudes and change public policy mass appeal non-commercial benefit persuade and motivate behavior changes Interpersonal component
Background image of page 2
Psychological approach Exposure to the communication Attending to it Liking or becoming interested in it Comprehending it- learning what it is Skill acquisition Attitude change Remembering attitude Retrieving attitude Making a behavioral decision based on retrieval Behavior Reinforcement and rewards for behavior Consolidation of attitude to predict future behavior
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 4
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 6
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: – Example: Bisphenol-A Social Marketing • Planning • Use of theory • Communication analysis (audience, form of mass media) • Implementation • Evaluation and Reorientation Social Norms Marketing • Targets perception of how prevalent a behavior is • People generally follow social norms • Social Proof Persuasive Campaigns that do not appear to persuade • Distortion of preference inconsistent information • Counterarguments against blatant persuasive campaigns • Persuasive campaigns embedded in entertaining media • Don’t overtly attack viewers’ attitudes...
View Full Document

This note was uploaded on 03/30/2008 for the course COM ARTS 368 taught by Professor Vanswol during the Spring '08 term at Wisconsin.

Page1 / 6

Persuasion3ov - – Example Bisphenol-A Social Marketing • Planning • Use of theory • Communication analysis(audience form of mass media •

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online