COMM2071 - MEDIA AUDIENCES & CONSUMER BEHAVIOUR

TOPIC THE YALE

24.

APPROACH
ADAM ABIDIN LIONEL LEE

A Critical Analysis VICNESH NADARAJAH

NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
 summary
The Yale Approach


Developed in 1950s
 Director of the War Department

Study

 Effectiveness of war training /

propaganda films?

Carl Hovland
1950s – World War II Propaganda

ADAM ABIDIN LIONEL LEE

A Critical Analysis VICNESH NADARAJAH

NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
analysis
“
However, is the theory

”
applicable today?
analysis

 An illustration of the Persuasion Process e.g. (A

to B to C)

 Assumes attitude change derives from learning a

message’s idea

 Identifies factors that influence Persuasion

 But does not explain how or why

Anti-Smoking Campaign

ADAM ABIDIN LIONEL LEE

A Critical Analysis VICNESH NADARAJAH

NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
 analysis

Main Critique

 Lacks Cognition/Belief process

 Does not explain the thinking process which

induces Attitude Change

 Does not show how Persuasion actually

occurs
Nike Advertisement

ADAM ABIDIN LIONEL LEE

A Critical Analysis VICNESH NADARAJAH

NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
Nike Advertisement

Source:
Nike

Message:
Wearing Nike soccer boots, allows you to have
better precision while playing soccer.

Outcome:
Persuaded to buy Nike branded soccer boots.
Nike Advertisement

 However,
 Some may believe the message

(Yale Model applicable to modern times)

 Others may believe Precision and Skill depends

on individual’s ability

(No attitude change)

Anti-Smoking Campaign (SG)

ADAM ABIDIN LIONEL LEE

A Critical Analysis VICNESH NADARAJAH

NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
Smoking Advertisment

Source:
Health Promotion Board

Message:
Smoking causes Oral Cancers.

Outcome:

Attitude Change in Smoking (Quitting)

Evaluation

 Applicable to modern times

 Process can be used to get the message
across
 Does not guarantee an Attitude Change,
even if factors are present
 Much more consideration is needed, to
evoke Attitude Change
Evaluation

 Creation of the Elaboration Likelihood

Model
 To refine The Yale Model
 With the intent to address the
Cognitive aspects in
Persuasion/Attitude Change.

 Elaboration Likelihood Model : Centrally

Evaluation

It’s not just “Who says What,

to Whom”,

but also Cognitio

Cognitio n
n
(How, What, Why) (How, What, Why)

“Who What
COMM2071 - MEDIA AUDIENCES & CONSUMER BEHAVIOUR

“ ” THANK
YOU!
NOW, Any…
QUESTIONS?

THE YALE APPROACH

A Critical Analysis
ADAM ABIDIN LIONEL LEE
VICNESH NADARAJAH
NIGEL QUEK
DARYL NEO
TENG CHIN CHOO