Rank's Model of Persuasion
The Burger King advertisement is an example of Rank's Model of persuasion. The advertisement obviously tries to persuade consumers to not only eat/purchase this particular burger, but also mention that this burger "Just tastes better."Larson (2013) states that the goal of Rank's Model is to "help you to become more critical and analytical receivers"(p.29). This can be done by using the two key concepts known as the intensify and downplay model. Larson (2013) explains that the intensify concept is used to "intensify certain positive aspects of their product" (p. 29). The intensify aspect is present in this ad through the use of repetition. For example, the ad uses a slogan stating "It just tastes better". The word "better" is emphasized because it appears twice in this ad to persuade the audience that perhaps Burger King's food is better than another fast food restaurant.In addition, the use of repetition is present again because the Burger King logo appears twice in the ad which is an additional strategy used to promote the restaurant. The association aspect is present in this ad because of the crown that is placed on the burger itself as if it's "king" compared to other burgers sold at other restaurants assuming that other restaurants are beneath them. The last concept used is composition.The ad consist of three different burgers that consumers can choose from, but specifically positioning whopper higher up than the other two and enlarging the burger to look much bigger than it probably is to make it look more appealing to the audience.
However, the downplay strategy is present as well. Omission is a strategy that is used here because this ad uses the word "better" but it doesn't say who Burger King claims to be "better" than purposely leaving out competitors. Diversion is also a strategy used here by simply saying "it just taste better" but leaves out the nutritional value or the amount of calories it has.The confusion strategy isn't really highly present in this ad because it doesn't confuse the audience by using jargon or other tactics to address competitors.
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Reference:
Larson, C. U. (2013). Persuasion: Reception and responsibility (13th ed.).
Boston, MA: Wadsworth Cengage Learning.
The Elaboration Likelihood Model
The advertisement above is persuading consumers to purchase Cover Girl products, which is an example of the Elaboration Likelihood model. Larson (2013) explains in the text that "Elaboration in the ELM refers to the conscious scrutiny we use in making an evaluative judgement and requires both the motivation and the ability to process information." (p.96). This means that some consumers analyze the products a little more in depth before purchasing something. The two routes used in this model are the central and peripheral route.
The ad in particular uses the peripheral route to persuasion. Larson (2013) explains that the this route "requires much less cognitive effort and sometimes surveying less information than in the central route"(pg. 96). This ad uses a famous celebrity Janelle Monae and she is the obviously the first thing people will notice when they see this ad. This strategy is used to attract people to the ad and they will therefore be interested in purchasing this product and pay little to no attention to the text and other information presented in the ad. Notice that the text in the ad is in small print so that consumers will pay more attention to Janelle Monae and not focus on learning about the product. This strategy is a peripheral cue which "occurs as a result of some simple cue in the persuasion context, such as an attractive or handsome source" (Larson, 2013, p. 96). The fact that Janelle Monae is the center of attention is no accident, this peripheral cue is done to emphasize her beauty and persuade people to purchase the cover girl products being advertised here.
However, although the central route is present, it isn't a major highlight in the ad like the peripheral cues are. The central route to persuasion is "a slower, deliberative, high-effort mode of information processing that uses systematic reasoning"(Larson, 2013, p.96). Some consumers that read this ad may seek more information about the Cover Girl product and want to read the small text that gives some information about the product.
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Reference
Larson, C. U. (2013). Persuasion: Reception and responsibility (13th ed.).
Boston, MA: Wadsworth Cengage Learning.
Aristotle's Artistic Proofs
(Ethos, Pathos, Logos)
The purpose of this advertisement is to raise awareness about the deaths related to co-sleeping. This is an example of Aristotle's artistic proofs. Aristotle's theory is used "the artistic proofs or appeals that the persuader could create or manipulate" (Larson, 2013, p.77). In this theory, advertisers purposely create ads that will persuade their audience about something using three key concepts known as pathos, logos, and ethos.
In this advertisement, the pathos strategy is highly evident. Pathos is basically a strategy focused on the emotions aspect. This ad is full of emotions just by simply reading the headboard which reads "For too many babies last year, this was their final resting place. Reading this sentence, most people would get emotional and overwhelmed with sadness because they may visualize a baby losing their life from something preventable which is co-sleeping.
The advertisement also displays the logos aspect of persuasion. The logos aspect "appeals to intellect or to the rational side of humans"(Larson, 2013, p. 78). This is presented in this ad because the print at the bottom of the ad says "Think twice before sleeping with your baby. The safest place is in a crib." This sentence allows the audience to really ponder about co-sleeping and what it can lead to. In addition, the advertisement gives information about where to learn more about this issue by providing a link directly after that sentence. The advertiser is encouraging the audience to learn more about this issue in order to further process the information presented in the ad by making it visual and readable. The link provided in the ad allows the audience to learn statistics, facts, and helpful tips about co-sleeping and how it can be prevented.
The ethos concept isn't highly present in this particular ad. Ethos refers to intellect and credibility (Larson, 2013, pg 77). Although the ad doesn't present any statistics it does provide a credible link to a website that explains the topic of co-sleeping and therefore it can be considered credible.
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Reference
Larson, C. U. (2013). Persuasion: Reception and responsibility (13th ed.).
Boston, MA: Wadsworth Cengage Learning.
Fear and Drive Reduction
The overall purpose of this advertisement is to encourage smokers to quit smoking. This ad is a clear example of the fear and drive reduction aspect to persuasion. This theory of persuasion is to use the power of fear to capture the audience. The advertisers used fear in a major way here to emphasize the harmful effects that smoking can have.
In the text, Larson (2013) mentions three psychologist Hovland, James, and Kelley that reveal their perspectives regarding fear and persuasion. They claimed that "the use of fear would increase the likelihood of persuasion" (p.111). This is clearly evident that fear is a strategy used in this ad because the advertisers focused on a girl who smokes and literally magnified the effects she had. For example, the unpleasant physical effects of smoking are presented by seeing the girl's teeth rotten and severely damaged. You can also notice the changes in the girl's eyes with discoloration and wrinkles. In addition, there are some psychological effects that smoking can have on the brain which is also presented here. This strategy is very powerful and effective because it focuses on the negative impacts smoking causes that can persuade people to stop smoking.
Furthermore, not only did the advertisers use unpleasant visuals to "induce fear" they also used some attention grabbing phrases (Larson, 2013, p.111). Using the word "warning" is effective because it lets the audience know that something unpleasant is about to be presented. The advertiser also used a very effective phrase "You have the will. There is a way". Using this phrase pinpoints to the pleasure-pain principle which explains that "people are attracted to rewarding situations and seek to eliminate uncomfortable conditions"(Larson, 2013, p.111). This means that advertisers deliberately included that slogan to emphasize the resources that are available to them by including both a link to a website and a phone number that people can call.
Here is the link
Reference:
Larson, C. U. (2013). Persuasion: Reception and responsibility (13th ed.).
Boston, MA: Wadsworth Cengage Learning.
Semiotics
The purpose of the advertisement is to raise awareness about depression and pinpoint a healthy resource that people can use if they are suffering from depression. The ad pictured above is an example of the semiotic theory. In the text, Larson (2013) explains that semiotics "is another field concerned with the generation and conveyance of meaning" (p.136). This means that many ads contain a much deeper meaning than what they appear to be using the two concepts of this their known as signs and signifiers.
Signifiers are basically the object or idea that represent and contribute to the overall meaning of something. In this ad, the signifiers are the teddy bear , the tool, and the blindfold.The dark lighting can also be considered a signifier because it shows the overall mood of being gloomy and say. The overall meaning is to portray the bigger picture of depression and that being depressed blocks you from being happy.
Here is the link
Reference:
Larson, C. U. (2013). Persuasion: Reception and responsibility (13th ed.).
Boston, MA: Wadsworth Cengage Learning
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