Sociology 2172A/B Study Guide - Final Guide: Canadian Cancer Society, American Lung Association, Von Restorff Effect
8 Feb 2018
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Persuasive communication exists in all areas in our society. Pervasive communication occurs when you are advocating your own admittedly biased point of view to convince someone to change his or her mind. We must recognize that some people may be uncomfortable with persuasive communication, so we must acknowledge and evaluate their suggestions on how to use persuasive communication ethically. Most advertising messages are a mix of informational and persuasive content. The persuasive aspect of such messages comes in two forms. First, the advertiser chooses specific attributes of each product or service for inclusion in the message: often, such attributes are those that will be important or meaningful to consumers. Second, the message may indicate how consumers will think or feel once they have decided to purchase or use the product. Consumers make the decision about what to buy based on how the product or service will address their own needs and wants.
