Hoofdstuk 1 – influence, definition, history and a model
To advertise is to ‘call attention to’ or ‘to notify or warn’ people of something.
History;
- Plato regarded Sophists as nothing more than smooth talkers uninterested in the
truth.
- Aristoteles scholarly perspective founder of language to persuade others. To
persuade others is determined by characteristics of the source, its recipient and its
content. Important to consider the public you’re addressing, concentrate on those
aspects that your audience finds important.
Laswell’s model of communication.
‘Who says what in which channel to whom, with what effect?’
Who What Which channel To whom What effect
Source Content Medium Audience Effect
Four-step process model of persuasion Yale model of persuasion (Hovland).
1. People must pay attention to the information contained in a message.
2. The message must be presented in such a way that it is understood.
3. Recipient can accept it and modify their attitude accordingly.
4. Recipient must also retain their new attitude.
Content Attention Attitudes
Source Understanding Behavior
Recipient Acceptance
The model asserts that only motivated people will take in information
McGuire Inoculation theory: sets out how people can arm themselves against information
intended to influence and change their opinion.
Six steps;
1. Presentation
2. Attention
3. Comprehension
4. Yielding (accepting the arguments put forward)
5. Retention
, 6. Behavior
Anthony Greenwald Cognitive response theory; the way in which information is
processed, and how that affects attitudes.
AIDA model (Edward Strong) Attention, Interest, Desire,
Action.
Uitbreiding = S voor Satisfaction, necessary component to
assure customer loyalty. Only if the client if happy with the
product will the process culminating in a transaction be
repeated.
Hoe ver kun je gaan om mensen te beïnvloeden?
Twee uiterste standpunten; Plato; rejection of the sophists’ rhetoric, at the other the view
that people are free to do what they wish with the information they receive and so any and
all influence is ethically acceptable as long as it does not involve force.
‘Subconscious influence’; raised in discussions around the ethical aspects of advertising.
People can be influenced without realizing it.
COA; Code of Advertising the advertising regulator’s main purpose is to ensure
advertising complies with COA. COAs are often country specific and are artefact of the local
culture.
Hoofdstuk 2 – attitudes and behavior
Behavior is often determined by attitudes. Influence attempts often focus on modifying our
attitudes in the hope that that will eventually alter our behavior.
Attitudes refer to people’s evaluative responses, positive or negative, to a stimulus, the so-
called attitude object.
Three components of attitudes
- Cognitions (beliefs, opinions) the thoughts aroused by particular characteristics of
the attitude object, on the basis of which we form an evaluative judgement about it.
- Affect (feelings, emotions) the form of feelings, sentiments or emotions an
attitude object elicits.
- Behavior (actions) includes things like consumer buying habits, voter behavior etc.
Affective and cognitive responses of an attitude are often closely related, maar soms gaan ze
juist niet zo goed samen.
The five characteristics of attitudes;
1. They focus on an object, person, organization or event.
2. They are evaluative, either positively or negatively.
, 3. They can be based, on cognitive beliefs about characteristics of the attitude object.
4. They can be based on affective responses to the attitude object.
5. They have repercussions for behavior towards the attitude object.
Dual-process models
Elaboration Likelihood Model (ELM).
When people deem a topic important
and have the time and capacity to
Central route attitudes are formed or modified after thorough consideration and analysis
of the core characteristics of the attitude object.
Peripheral route attitudes are formed by drawing on characteristics of the attitude object
or the situation, such as the source of the information, which are only indirectly relevant for
the issue at hand.
When a topic is important to people, they think first and foremost about the quality of the
arguments put before them central route.
To advertise is to ‘call attention to’ or ‘to notify or warn’ people of something.
History;
- Plato regarded Sophists as nothing more than smooth talkers uninterested in the
truth.
- Aristoteles scholarly perspective founder of language to persuade others. To
persuade others is determined by characteristics of the source, its recipient and its
content. Important to consider the public you’re addressing, concentrate on those
aspects that your audience finds important.
Laswell’s model of communication.
‘Who says what in which channel to whom, with what effect?’
Who What Which channel To whom What effect
Source Content Medium Audience Effect
Four-step process model of persuasion Yale model of persuasion (Hovland).
1. People must pay attention to the information contained in a message.
2. The message must be presented in such a way that it is understood.
3. Recipient can accept it and modify their attitude accordingly.
4. Recipient must also retain their new attitude.
Content Attention Attitudes
Source Understanding Behavior
Recipient Acceptance
The model asserts that only motivated people will take in information
McGuire Inoculation theory: sets out how people can arm themselves against information
intended to influence and change their opinion.
Six steps;
1. Presentation
2. Attention
3. Comprehension
4. Yielding (accepting the arguments put forward)
5. Retention
, 6. Behavior
Anthony Greenwald Cognitive response theory; the way in which information is
processed, and how that affects attitudes.
AIDA model (Edward Strong) Attention, Interest, Desire,
Action.
Uitbreiding = S voor Satisfaction, necessary component to
assure customer loyalty. Only if the client if happy with the
product will the process culminating in a transaction be
repeated.
Hoe ver kun je gaan om mensen te beïnvloeden?
Twee uiterste standpunten; Plato; rejection of the sophists’ rhetoric, at the other the view
that people are free to do what they wish with the information they receive and so any and
all influence is ethically acceptable as long as it does not involve force.
‘Subconscious influence’; raised in discussions around the ethical aspects of advertising.
People can be influenced without realizing it.
COA; Code of Advertising the advertising regulator’s main purpose is to ensure
advertising complies with COA. COAs are often country specific and are artefact of the local
culture.
Hoofdstuk 2 – attitudes and behavior
Behavior is often determined by attitudes. Influence attempts often focus on modifying our
attitudes in the hope that that will eventually alter our behavior.
Attitudes refer to people’s evaluative responses, positive or negative, to a stimulus, the so-
called attitude object.
Three components of attitudes
- Cognitions (beliefs, opinions) the thoughts aroused by particular characteristics of
the attitude object, on the basis of which we form an evaluative judgement about it.
- Affect (feelings, emotions) the form of feelings, sentiments or emotions an
attitude object elicits.
- Behavior (actions) includes things like consumer buying habits, voter behavior etc.
Affective and cognitive responses of an attitude are often closely related, maar soms gaan ze
juist niet zo goed samen.
The five characteristics of attitudes;
1. They focus on an object, person, organization or event.
2. They are evaluative, either positively or negatively.
, 3. They can be based, on cognitive beliefs about characteristics of the attitude object.
4. They can be based on affective responses to the attitude object.
5. They have repercussions for behavior towards the attitude object.
Dual-process models
Elaboration Likelihood Model (ELM).
When people deem a topic important
and have the time and capacity to
Central route attitudes are formed or modified after thorough consideration and analysis
of the core characteristics of the attitude object.
Peripheral route attitudes are formed by drawing on characteristics of the attitude object
or the situation, such as the source of the information, which are only indirectly relevant for
the issue at hand.
When a topic is important to people, they think first and foremost about the quality of the
arguments put before them central route.
