Explanations for the persuasiveness of television advertising

Companies will pay millions of pounds to advertise their products because

they believe that television advertising is highly effective when it comes
to persuading their target market to purchase. Television adverts use
the psychological principles behind persuasion (already studied) to change
views and influence behaviours.

Television persuasion works using a simple sequence:

According to Olney et al. (1991)

this advert demonstrates principle
one by:

..

Principle two is a vital part adverts

for p________ and h_________
campaigns.
If people did not understand the
advert:

Smith and Mackie (2000) argue

that

c_______________

c_____________ is the backbone

of an emotional appeal. This is
demonstrated in principle three.

The final principle of m____ it

m________ focuses on repetition.
The more that the message it
repeated, the more likely it is to
sink in. Tellis (1987) argues that
adverts

should

be

repeated

several times a week, or split

during advert breaks.

How do these
principles relate
back to models
of persuasion?

Homework 5:
Explain what psychological research has told us about the effectivess
of television on persuasion. [5 + 5 marks]

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