The health benefits of eating mushrooms are highlighted in this advertisement, where lots of health claims are made about the benefits of eating mushrooms, such as their high protein content and the fact that they are low in calories (Mattila, 2001). Research has indeed shown that mushrooms are packed with different B-Vitamins, proteins, and minerals such as selenium, copper and potassium (Koyyalamudi et al., 2010;Falandysz, 2008) . A certain medicinal mushroom blend has been able to slow cell proliferation and cell cycle arrest during a later stage of human breast cancer, highlighting that there is something in mushrooms that genuinely might slow tumour growth (Jiang & Sliva, 2010). Claims that highlight how healthy a product can be can help improve people’s attitudes towards those products, especially in today’s world, where everyone is so conscious of being healthier (Kozup et al., 2003).
Already the title is persuasive, as it attempts to empower the reader to turn a new leaf, change their diet and become a mushroom-eater as well. The old you ate fast food and didn't care much for your health, but let's forget about that person. The new you has turned a new leaf and is going to be healthy and eat mushrooms.
Messages are always deemed to be more persuasive if they come from a credible source, and in today’s world we tend to attribute credibility to scientific research, without even considering whether that research was well executed. The advertisement claims mushrooms are "scientifically" proven to prevent cancer, suggesting this information stems from a credible source. In a study by Hovland and Weiss (1951), participants were presented with one of two articles, and each time told it was written by a different person, of a pool of eight different people. Each time one was either presented by a "trustworthy" or "untrustworthy" source, who would then give either a "negative" or "affirmative" on the article they were presenting. Opinions were measured before and after exposure to these articles, and a significant effect was found, where people were most likely to change their opinions based on articles they believed stemmed from a more credible source.
Finally, this advertisement also uses the “That’s not all!” technique. Here, a few benefits of eating mushrooms are named, and then the reader is told that that’s not all—there is more to eating mushrooms than just the nutritional benefits, they also happen to prevent cancer! Burger (1986) showed that by allocating one price to a product, and then deciding that under that same price one would also receive another product (That's not all!) on top of the original one, the consumer would be more likely to perceive the new deal as a bargain and purchase it on the basis of this. The That's-Not-All technique, when it was initially put into practice, led to twice the original sales.
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