Effectiveness of Persuasive Messages on Reader Actions

Effectiveness of Persuasive Messages on Reader Actions Effectiveness of the persuasive message ELM (Petty Cacioppo, 1986) is practical to explain the capability of the persuasive message of â€Å"The partys over† TAC advertisement regarding road safety Melody Lam Abstract Driving attitude of driver is one of the critical factors for road safety, â€Å"The partys over† TAC Advertisement on TV to promote road safety and drive for target audiences attitude change. The advertisement is aimed at stimulating the conscious thinking of target audience and it leads the target audience to evaluate the media messages through their central route with medium fear of being stopped and caught by Traffic Police Force in series of daily situations of target audience, penalty or suspension of driving license to stimulate the target audiences conscious thinking to change their attitude in order to comply with the demand for no violation of alcohol level, drug and speed limit of Australia. Adult male and young female are the target segment of the TAC advertisement Assistant Commissioner of the Traffic Policing provided statement to clearly state the Australia regulations for road safety, the regulations are being reinforced and governed by the well-equipped profes sional almost everywhere and round the clock while you are on the road, it induces that chance of not being caught is much closed to none. The effectiveness of the key messages of the advertisement were very persuasive and the effectiveness of the TAC advertisement is explaining by the EML it can be explained by the Elaboration Likelihood Model (ELM; Petty Cacioppo, 1986). ELM (Petty Cacioppo, 1986) is practical to explain the capability of the persuasive message of â€Å"The partys over† TAC advertisement regarding road safety Social psychology is the field of studying how human being’s cognition, consciousness, perception and attitude are influenced by the direct or indirect affection of external sources (Allport, 1985). Methodical discussions of theories of persuasion can be searched from Aristotles Rhetoric in Ancient Greeks. Hugh amount of scholars had devoted decades of academic life in experiments of persuasion with defined models and theories in social psychology field scientifically in the recent century. Numerous schools of thoughts with scientific studies have contributed to the understanding of persuasion in term of psychological processes and the Elaboration Likelihood Model (ELM; Petty Cacioppo, 1986) of persuasion is the selected topic for review and discussion. The effectiveness of the selected TAC advertisement is being evaluated and analysed with the underlying principles and variables of EML. A lot of researchers have conducted experiments regarding attitude change were based on t he Elaboration Likelihood Model (ELM; Petty Cacioppo, 1986), because this multi-process theory of persuasion has fully stated the reaction and related affection of the subject by different variables adequately (Petty et al., 2001). This essay is reviewing the effectiveness of the selected TAC advertisement in changing target audiences attitude in road safety aspects. The â€Å"partys over† TAC advertisement has been selected for evaluation and analysis. Several well respected social psychological models would be discussed and applied for explaining the effectiveness of the TAC advertisement with research evidence, models and theories supported the findings of the effectiveness of the TAC advertisement. In persuading adult male and young female audience, the evaluation and analysis would be conducted for the 60-sec TAC advertisement with the EML and research evidence to support the deployment of media message through the applied source, message and audience factors as well as casting of actor and actress and experts message at the end. Starting from mid of 1990’s, TV has been selected as the major advertising channel by proper authorities of Australia and New Zealand to reduce the happening of traffic accidents (Donovan, Jalleh, Henly, 1999; Tay, 2001). Negative affection of driving attitude, such as fatal and serious damage, has played the major role to strive for the change of drivers’ behaviours and attitude in New Zealand (Tay, 2001, 2005). In most of the countries, especially Australia and New Zealand, negative affection and unpleased outcome were applied to promote road safety. Due to the negative affection was the main theme to promote road safety frequently, people had the feeling and perception that the negative affection was the effective mean for improving road safety. As the advertising with positive encouragement to promote the right driving attitude was not usually applied, people had perceived that the effectiveness of positive encouragement was less than negative affection messages (Lewis, Watson, White, Tay, 2007). The selected TAC advertisement aimed to change the attitude of automobile drivers of target segment about the consequences of violation of road safety regulations in Australia. This essay evaluated the variable factors of TAC advertisement for promoting road safety through TV advertisements to the high accident rate segment with the research evidence to support the agreement that the TAC advertisement is effective in persuading adult male and young female audience to change their attitudes to the road safety issue. This essay stated that psychological research evidence suggests that the Elaboration Likelihood Model (ELM; Petty Cacioppo, 1986) is useful for explaining the effectiveness of â€Å"The partys over† TAC advertisement in persuading viewers of adult male and young female to alternate their attitudes regarding road safety aspect. Hogg and Vaughan (2014) defined that attitude is an end deliverable of syndication of belief, rational reaction, emotion, attitude and behaviour with respect to society’s major incidents, matters, groups or symbols. Also, attitude is a common thinking or response or perception regarding other human being(s), matter or incident either good or bad. Hogg and Vauhan (2014) stated that attitude change is a major alteration of human being’s attitude, also, the persuasion process take into account of communicator, medium and audience as the essential elements. Attitude change can evolve and make person to do something different from current attitude and practice, also, persuasive communication is an influential message with the purpose to alternate the target subject’s associated attitude and behaviour (Hogg Vaughn, 2014). Hogg Vaughn (2014) stated that there are 3 general variables involved in persuasion communications that can lead to attitude change those are source, message and audience factors. In source factors, expertise, popularity and attractiveness and speed rate are the key source factors. In message factors, perceived manipulation, linguistic power and fear are the key messages factors. In audience factors, self- esteem, distraction, age and when the argument in a message is of high quality. Brinol Petty (2008) stated that successful persuasion is induced by recording the actual alternation of the target subject’s attitude to the expected direction. Regarding variable, it refers to any characteristic of the source, message, target subject or communication mean that can be different in a provided persuasion environment (Brinol, P. Petty, R. E. (2008). Persuasion variables can change in volume of information processing and influence thinking or influence subject’s confidence regarding those thinking as well as act as disputes or proof or alternate attitudes by providing obvious hints and catechist, also, any provided variable, either portion of the source, information, subject or factor, is able to provide in these roles (Brinol, P. Petty, R. E. (2008). Regarding the video of TAC advertisement is the effective communications mean for delivering the simple message of road safety issues, target segment gets no way to escape from violation of the traffic regulation in Australia. Chaiken and Eagley’s (1983) compared the degree of effectiveness of showing messages through the communication means of video, sound as well as written article forms. This has obvious implications for advertising. Which has more impact on consumer: television, radio or printed media? It depends. If the message is simple, as much advertising is, the probable answer is: > video> audio > written. The moderating variable in this context is the relative ease or difficulty of comprehension required of the audience. If the points of a message require considerable processing by the target, a written medium is likely to be best. Readers have the chance to go back at will, mull over what is being said and then read on. If the material is quite complex, then newspa pers and magazines can come into their own. However, there is an interesting interaction with the difficulty of the message. When the message was facile to interpret by target subject, Chaiken and Eagley (1983) found that a videotaped presentation brought about most opinion alternation. When the message was hard to interpret, presenting the subject matter in writing form would be more effective than video or audio forms. The TAC advertisement projects medium degree of fear to target segment, it takes the audience to process the message through their central route with conscious thinking in persuading them to change their attitudes to punishment of toll, fine and suspension of driving license. EML is practical for explaining the effectiveness of the message and the production elements of the TAC advertisement . According to Keller and Block (1995) and in line with dual-process models of information processing when fear is at a very low level an audience may be less motivated to attend to the message because the message does not sell out sufficiently the harmful consequences of an act. As fear builds up and stimulates interest and it draws the subject’s attention to what is happening. However, a very frightening presentation of an idea may arouse so much anxiety even a state of panic, that we become distracted, miss some of the factual content of the message and are unable to process the informa tion properly or know what to do (Hogg Vaughan, 2014). In the TAC advertisement, Australian male adult and young female were chosen as the actor and actress due to the audience factor, audience of the similar kinds with similar attitude and act would project themselves into the role of TAC advertisement easily. Assistant Commissioner of the Traffic Policing provided statement to clearly state the Australia regulations for road safety and the regulations were being reinforced by the Police Force in Australia. Expertise was deployed to strengthen the persuasion for road safety by complying the regulations in Australia. EML is practical for explaining the effectiveness of the message and the production elements of the TAC advertisement. The communicator variable affects the acceptability of persuasive messages. Other source attributes engage a portion in whether the subject will take or not accept (Hogg Vaughan, 2014). Expertise, trustworthiness and status are the key source factors that have positive impact on persuasion. When a high credibility source is deployed as one of the variable for message delivery, a credible communicator becomes very effective in inducing to attitude change. The ELM states that attitude change via persuasion happens through either central processing route or peripheral route (Petty Cacioppo, 1986). Which type of the processing route to be run through would be based on the characteristic of message content, also the subject’s influential reaction and response to the message content would make the determination of the route selection (Petty Cacioppo, 1986; Petty Wegener, 1999). When the subject is stimulated by the message content at the high level, the central processing route would be applied, but when the subject is stimulated by the message content at the low level, the peripheral processing route would be the way to go (Petty Cacioppo, 1984). Also, central processing generates attitudes that are much more long lasting than peripheral processing (Petty Cacioppo, 1986; Petty, Haugtvedt, Smith, 1995). Gariffin (2006) described the differences between HSM and ELM, ELM states that there are central route and peripheral route for message and information processing, both routes are related to the principles for explaining attitude change. When the subject is willing to think through the message, the message is processed by the central route and on the other hand, when the subject does not think through the message thoroughly and take the easy way out in response to the message according to the simple hints. The route processing for persuasion are based on the level of thinking processing involved in evaluating the message, when it is at the highest degree of thinking process, central route processing is deployed. So, if the subject takes the lower degree of thinking process for the message content, peripheral route processing is deployed, especially for those messages with less degree of importance from the subject perspective (Griffin, 2006). In Australia, car accidents due to bad driving habits are the major contributor of road safety issues. Male adult and young female are the target segment, which contributes to the major portion of traffic accidents due to the affection of alcohol, drug and speeding. Punishment of toll, fine and suspension of driving license as fear factor was deployed for TAC advertisement, the TAC Advertisement delivered a medium degree of fear to target segment, it tracked the audience to process the message through their central route with conscious thinking in persuading them to change their attitudes. Mr. Bob Hill, Assistant Commissioner of Road Policing, represented the high variable credibility for strengthening the persuasion to comply with the road safety regulations in Australia. â€Å"The Partys Over† TAC advertisement presented the theme regarding the party and deployed sound and video message for persuading drivers to change their attitudes to road safety. Police force is well-equ ipped with advanced equipment. Straws as the breathalysers, which are the alcohol level testing equipment, lollipops as the drug testing kits, music background with party imagery, and those variables deliver the message to target subject that this is the unpleasant and displeased â€Å"Party† that Australian wants. Psychological research evidence suggests that ELM is useful for explaining the effectiveness of the TAC advertisement in persuading adult male and young female audience to change their attitudes to the road safety issue. References Andrews, J. R. Shimp, T. A. (2000) Effects of involvement, argument strength, and source characteristics on central and peripheral processing of advertising. Psychology Marketing, 7(3), 195-214. Cauberghe, V., Pelsmacker, P. D., Janssens, W. Dens, N (2009). Fear, threat and efficacy in threat appeals: Message involvement as a key mediator to message acceptance. Accident Analysis Prevention, 41(2), 276-285. Dotson, M. Hyatt, E. M. (2000). Religious Symbols as Peripheral Cues in Advertising: A Replication of the Elaboration Likelihood Model. Journal of Business Research. 48 (1), 63-68. Lewis, I, Wasti, K. M. (2008) An examination of message-relevant affect in road safety messages: Should road safety advertisements aim to make us feel good or bad? Transportation Research Part F: Traffic Psychology and Behaviour, 11(6), 403-417. Petty, R. E. Brinol, P (2008). Psychological Processes Underlying Persuasion: A Social Psychological Approach. Diogenes, 55(1), 52-67. doi:10. 1177/0392107087917 Petty, R. E. , Heesacker, M. Hughes, J. N (1997). The elaboration likelihood model: Implications for the practice of school psychology. Journal of School Psychology. 35 (2), 107-136. Phillips, R. O., Ulleberg, P Vaa, T (2011). Meta-analysis of the effect of road safety campaigns on accidents. Accident Analysis Prevention, 43(3), 1204-1218. Scholten, M (1996). Lost and found: The information-processing model of advertising effectiveness. Journal of Business Research. 37 (2), 97-104. Sibley, C. G. Harre, N. (2009). The impact of different styles of traffic safety advertisement on young drivers’ explicit and implicit self-enhancement biases. Transportation Research Part F: Traffic Psychology and Behaviour. 12(2), 159-167. The Party’s over (2012, November 21). Retrieved from Transport Accident Commission of Victoria in Australia web site: http://www. tac. vic. gov. au/road-safety/tac-campaigns/tac-latest-campaigns#thepartysover Vaughan, G. M. Hogg, M. A. (2014) Social Psychology (7th. Ed. ), Frenchs Forest :Prentice-Hall Whitlock, F. A. (1969). Traffic accidents and the psychiatrist. Australian and New Zealand Journal of Psychiatry, 3(3), 116-118. Appendix

A Beautiful Mind and Disability Essay

A Beautiful Mind is a good movie by Ron Howard, about a man that has lost his grip on what is real and what is fiction. This started when he was in graduate school and no one really noticed until his wife had him committed to the hospital. John Nash, the main character of the film portrayed by Russell Crowe, is a great mathematician that became a victim to paranoid schizophrenia. At first he does not notice the problems, and being that we are seeing everything from his prospective we do not notice them either. Only after he is admitted to the hospital by his wife do we see that some of the main people in his life are just products of his mind. As was said in the movie, â€Å"What must it be like to realize not that those you treasure and hold dear are not lost or dead but have never been? What kind of hell would that be? † This is a true tragedy that is common with paranoid schizophrenia. I guess that in reality John Nash is a man that truly exemplifies the statement that there is a fine line between genius and insanity. This is probably why his problems were not addressed for as long as they were, people overlooked them because they would lose the benefit of that genius if they were to try and fix the erratic behaviors that he showed. John Nash suffered from many of the classic symptoms of this illness. He was paranoid that people were after him, which was healthy in his classified work. He had different friends and co-workers who did not exist anywhere but in his own mind. See more: Unemployment – problems and solutions essay   He started showing progressive erratic behavior towards his friends and family. In the end, right before the hospital, the fantasy realm was what was real to him and the real world just the work of fiction. I agree with the movie that he was suffering from paranoid schizophrenia. However, if he was forced to continue the treatments of the times I believe that he would have fallen even further. While on the medications you noticed that he was becoming depressed which ould have lead him to Manic Depression, and I can only imagine what continued insulin shock would have done to his mind and body. None of good I am sure. There were some major people in his life. The first was Charles Herman his Princeton roommate, William Parcher his boss with the Department of Defense, Alicia Nash his wife and Martin Hansen his main rival at school. He was close to Charles his best friend since college and worked well with William his boss at the Department of Defense, the only problem neither of them existed. Alicia became estranged from him because of his illness, but his brilliance was also what she loved about him as well. After his diagnoses his main true friend was the Dean at Princeton, his old rival Martin. When John stopped taking his medication and was looking to return to society he allowed him to use the library everyday to work on his problems and math in peace. Then once he thought he wanted to teach again he had the faith to talk the board into letting him teach. The two most helpful people to John Nash were his wife, Alicia and his old rival Martin. They believed in him when no one else would or thought they should. John was able to cope with his illness in the end because he had a break thru that his friend, Charles’ niece never aged; therefore she and they could not exist. This allowed him to start ignoring them and start functioning again in the real world without his medication. After dealing with my husband’s mother I believe that Russell Crowe should have won the Oscar, the SAG, and the Golden Globe for his realistic performance of a man that has lost his grip on the world around him. He not only showed you the ups and downs of this illness but he showed you that there is hope for everyone that has to deal with these problems daily. I also believed that this film helped bring to light how outdated some thoughts on mental illness can be and what is possible when you look beyond the surface and see the person underneath.

Research Paper On Ernest Hemingway - 1640 Words

https://www.paperrater.com/plagiarism_checker/show_full/f9b44ec8d07565b Bella Calcara Mr. Balistreri Research Paper 15 September 2017 Ernest Hemingway Although Ernest Hemingway might be an older author, he has written some classic novels, such as The Old Man and the Sea and For Whom the Bell Tolls. This American short story writer and novelist was around years ago. Born in 1899, Ernest was raised by his parents, Clarence and Grace Hemingway. Growing up, Ernest and his parents loved to spend time away from their home in Chicago, Illinois. The family owned a cabin in northern Michigan where they spent their time hunting and fishing (Shmoop.com). During his high school years, Ernest loved to play sports, such as boxing and football, and†¦show more content†¦This is what inspired Ernest to write one of his best selling novels, titled A Farewell to Arms. In 1920, Ernest got back on his feet and decided to move to Toronto to take on a job as a Toronto Star newspaper journalist. Later in the year, Ernest decided that he wanted to move back to his hometown of Chicago, Illinois. Although he moved away from Toronto, he still kept his job. During this time Ernest spent at home, he met a woman named Elizabeth Hadley Richardson. Elizabeth would turn out to be Ernest’s first wife. After the couple was married, Ernest and Elizabeth soon moved to the city of Paris, France. As a writer, Ernest met Gertrude Stein in Paris, who would soon become something of a mentor to Ernest. Gertrude introduced Ernest to other artists, such as Pablo Picasso and F. Scott Fitzgerald (Biography.com). In 1923, Ernest and his wife, Elizabeth, became pregnant with their first child. During this time when Ernest wasn’t writing, he and Elizabeth traveled to Pamplona, Spain where they attended a bullfight, in hopes to â€Å"toughen up† their unborn son (Shmoop.com). The couple’s son, John, was born on October 10, 1923. In May of 1925, Hemingway constructed a friendship with F. Scott Fitzgerald. 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Euthanasia as Pain Relief - Free Essay Example

Sample details Pages: 2 Words: 726 Downloads: 8 Date added: 2019/02/06 Category Medicine Essay Level High school Topics: Euthanasia Essay Did you like this example? Imagine a person who is suffering from AIDS that is at the terminal stage, medication and treatments doesn’t affect their body anymore, and the only thing that can ease the pain is euthanasia. There are many terminal sicknesses on the planet, that there is a huge shot that you will sooner or later know somebody who is critically ill. The word euthanasia is derived from the Greek EU, good, and Thanatos, meaning death†. Don’t waste time! Our writers will create an original "Euthanasia as Pain Relief" essay for you Create order Some people think of it as mercy killing, and others see it as murder. I will examine why the slippery slope is a false notion, why legitimate pain management isnt enough for the individuals who are in constant agony and why sanctioning euthanasia wont undermine critical medical services and therapeutic administrations. Euthanasia is a merciful means to end long-term suffering. Slippery slope makes the claim that if some specific kind of action (such as euthanasia) is permitted, then society will be inexorably led to permitting other actions that are morally wrong (Benatar, 2011). People who are against assisted suicide are afraid that it will lead to involuntary suicide to people that are legally bound to the procedure. According to Code Section 127.800, et. seq. (The Oregon Death with Dignity Act) only terminally ill patients can undergo euthanasia. This fear on slippery slope undermines the effectiveness of the laws that are currently in place. Overall, if no risk is existent in accidentally or involuntarily euthanizing patients, then only the people who are willing can do it. Pain management on terminally ill patients will not alleviate them from suffering. Pain medications only alleviates that of the physical state. Terminally ill patients experience emotional pain as well. Although pain may not be the most prevalent symptom at the end of life, it is the most feared. Pain steals both the quality and satisfaction of remaining life, contributes to anxiety, depression, despair, loss of self-efficacy, and interferes with medical decision-making (Broglio Cole, 2011). Palliative care is extremely helpful, and it is fair to say that legalizing euthanasia will undermine the effectiveness of medicinal services and therapeutic administrations. A substantial proportion of people with a euthanasia request are seen by palliative care services, and for a majority of these, the request is then granted, often with the involvement of palliative care services in the decision-making or the actual performance of euthanasia (Dierickx, Deliens, Cohen, Chambaere, 2017). Studies suggest that health professionals working in palliative care are likely to be confronted frequently with euthanasia requests, regardless of their personal attitudes toward assisting people in dying (Dierickx, Deliens, Cohen, Chambaere, 2017). To some people euthanasia is murder because it is premeditated. It is believed that no one has the right to end the life of another individual, it has been stated in numerous religious texts. A lot of people think that doctors and other medical providers will have too much power, and fear that they will abuse and impose their will on vulnerable patients. Lastly It is not good to end somebody’s life because they have the right to live longer. The main idea here is that life should be advocated and celebrated. If a terminal patient faces a long, moderate, difficult death, unquestionably it is a lot kinder to save them this sort of anguish and enable them to end their life serenely. It isnt as though they are living; they are just holding on to bite the dust. They ought to have the privilege to avoid this sort of agonizing existence and be permitted to peacefully die. People should respect other people’s decision whether they decide to end their suffering due to a terminal condition. When a person is infected of a uncurable disease and the disease is contagious, not only does it end the suffering of the individual but also prevents the spread of the disease. Euthanasia is a merciful means to end long-term suffering. Euthanasia has raised too many controversies because many people agrees with it and many do not. Dying is an unavoidable truth and a significant puzzle. Death reaches us all, yet every individual encounter it in manners that are just not available to the relative or doctor. On a fundamental level, humane and dexterous consideration for the unfortunate is a social commitment and a personal offering from those included. Both society and people miss the mark concerning what is sensible, if not simply, reachable.