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Persuasion Theories in Advertising We are bombarded daily with a variety of communicative devices that attempt to influence our thoughts behaviors and attitudes in some way The primary role of this advertising methodology is to persuade to change the way we construct a certain meaning in our head Persuasion is a very powerful tool in affecting our idea of how what or who people should be The media uses this tool in an attempt to create a need for their product in society In the ad for Orthro Tri-Cyclen birth control pills they focus on the added benefit their product has over other birth control pills and topical skin medications The producers try to entice the consumer into using their brand by promising extra rewards The strategy producers employ to execute this persuasion and the effectiveness of that strategy will be identified and analyzed through the advertisement for Ortho Tri-Cyclen birth control pills Advertisers use a variety of techniques to modify our thoughts beliefs and actions One such strategy is the source used to transmit their message We as consumers judge the source and formulate an opinion about the product based partly on their representation of it There are three main categories or source characteristics we use to analyze a source credibility similarity and attractiveness In this ad for Ortho Tri-Cyclen the source is the young woman who serves as a spokesperson for the company I will use the characteristics mentioned above to assess the source presented Credibility is an essential factor to a communicators effectiveness Their message is believed to have a greater influence if they are perceived as credible sources Credibility is dependent on a sources believability which in turn depends upon five sub-factors competence trustworthiness extroversion composure and sociability DeFleur Kearney Plax 1998 This sources credibility is questionable because she is in no way presented as being an expert in either birth control or dermatology Any knowledge she has
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