In order to change an individuals diet, one
of the methods of persuasion I chose to use in my ad was fear. A large amount
of research has identified fear as a useful motivator. Witte and Allen
(2000) showed that the more an individual is aroused by a fear appeal, the more
likely they are to change their behavior. They also found that the stronger the
self-efficacy in a message, the more persuasive it was. My ad suggests that if
you do not gain the nutrients necessary from fish then you may fail exams, not
graduate or not get a job, this is the fear element. The simple diet change of
eating fish means that an individual is likely to have self-efficacy in the
message, as simple as picking fish off the menu.
Similarly, research has shown that the use of
risk-avoidance tactics in food advertising enhances the perceived healthiness
of the advertised product (Choi, Yoo, Baek, & Reid, 2014). I took advantage
of this method by drawing on the fact that if you eat fish, you can avoid the
risk of developing brain cancer, and therefore hopefully making the consumer
view fish as healthier.
The claim that the information comes from
'leading researchers' is also likely to influence persuasion, prominent
research has demonstrated the power of using credible sources to gain the
audiences trust (Hovland & Weiss, 1951). Holland and Weiss (1951)
found that when information is perceived to be from a credible source or
from a place of authority, it is more likely to illicit agreement compared
to a source that is viewed as untrustworthy. The prevailing research used in my infographic should lead consumers to perceive eating fish positively due to credibility of it's source.
Through the use of rhetorical questions, I aimed to grab the readers attention, advertisements that begin with rhetorical questions have been found to arouse the reader's uncertainty and motivate more intensive processing of the message (Burnkrant & Howard, 1984). Passing exams and getting a job are typically goals in most peoples lives, asking the question if they want to succeed in this area will motivate the consumer to keep reading and find out how they can do this.
Furthermore, the use of humour is another tactic by which an advertiser can appeal to a consumer. Duncan, Nelson and Frontczak (1984) found that perceived humour aided recall relationship and promotes message comprehension. The pun in my title and the fun lay out of the advertisement adds humour and therefore should be memorable and easy to understand for readers and hopefully lead to a behaviour change in diet.
Through the use of rhetorical questions, I aimed to grab the readers attention, advertisements that begin with rhetorical questions have been found to arouse the reader's uncertainty and motivate more intensive processing of the message (Burnkrant & Howard, 1984). Passing exams and getting a job are typically goals in most peoples lives, asking the question if they want to succeed in this area will motivate the consumer to keep reading and find out how they can do this.
Furthermore, the use of humour is another tactic by which an advertiser can appeal to a consumer. Duncan, Nelson and Frontczak (1984) found that perceived humour aided recall relationship and promotes message comprehension. The pun in my title and the fun lay out of the advertisement adds humour and therefore should be memorable and easy to understand for readers and hopefully lead to a behaviour change in diet.
References
Burnkrant, R. E., & Howard, D. J. (1984).
Effects of the use of introductory rhetorical questions versus statements on
information processing. Journal of Personality and Social Psychology, 47,
1218–1230.
Choi, H., Yoo, K., Baek, T. H., & Reid,
L. N. (2014). Presence and effects of health and nutrition-related (HNR) claims
with benefit-seeking and risk-avoidance appeals in female-orientated magazine
food advertisements. International Journal of Advertising, 32,
587.
Duncan,
C., Nelson, J., & Frontczak, N. (1984). The Effect of Humor on Advertising
Comprehension. In Advances in Consumer Research (pp. 432-437). Thomas C.
Kinnear, Provo, UT : Association for Consumer Research.
Hovland, C. I., & Weiss, W. (1951). The
influence of source credibility on communication effectiveness. Public
Opinion Quarterly, 15, 635.
Witte, K., & Allen, M. (2000). A Meta-Analysis of fear
appeals: Implications for effective public health campaigns. Health
Education & Behavior, 27, 591–615.
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