Format: Photo, Caption, Discussion – Communication Persuasion

The already competitive and rapidly changing corporate world has and continues to challenge individual for-profit, as well as non-profit organizations to rethink their marketing strategies to survive, increase their consumer base, and remain relevant. One of the tools used in response to this change involves persuasive communication, especially when it comes to advertising new, as well as existing products. Persuasion refers to the whole process of convincing the target audience or market to consider accepting the speaker or advertiser’s point of or product, respectively. Although some consider persuasive advertisements illogical and manipulative, they play a central role in ensuring a firm’s profitability and credibility both in the short run and long run. Adverts use a variety of persuasion modes, including ethos, pathos, and logos. In particular, ethos revolves around credibility, which comprises trustworthiness, reputation, similarity, as well as authority (Gladwell, 2014). Pathos and logos, on the other hand, refer to emotional and logical appeals, respectively. 

Advertisers rely a great deal on persuasion theories, including the cognitive dissonance theory (CDT), reasoned action theory, narrative paradigm theory, and elaboration likelihood model (ELM), and social judgment theory (Gass & Seiter, 2015). Businesses understand that humans or their customers typically identify with consistency, meaning whenever they experience inconsistency in their behaviors, attitudes, and other forms of cognitions, they can only relieve this dissonance by changing any of these cognitions. In essence, businesses have since mastered the art of creating cognitive dissonance in existing and potential customers, influencing or persuading them to purchase a given product. Besides the identified theories, companies use a variety of advertising techniques to reach their customers: bandwagon, testimonials, plain folks, weasel words, rhetorical questions, association, and bribery. In response, I utilize this paper to discuss the various persuasion elements and associated advertising techniques used in the pictures below. 

Thunder Thighs 

http://www.nbcnews.com/id/8998863/ns/business-us_business/t/nike-jumps-real-women- 

bandwagon/#.XMlU6ugzbIU . (2019). [Image]. 

Caption 

Lesson : I have learned that the picture portrays a self-confident woman. 

The advert utilizes the reasoned action theory. 

Discussion . In this ad by Nike, the primary message is depicted in one of the powerful statements, “I Have Thunder Thighs.” From the statement and picture, it is evident that the advert targets all women, regardless of ages, shapes, as well as sizes. Equally important it is intended for women who have a great deal of interest in personal wellness and health. Individual women in the present-day society are more likely to encounter adverts about the sensitive idea of being in love with one’s body. Equally important, most of these ads tend to place great emphasis on loving aspects of a woman’s body, overlooking those who possess unfeminine features. Given this discriminative approach to advertising, Nike chose to use plain folk technique to suggest that the Nike bikini remains a practical but unique product for ordinary women with what others might consider ugly, below the standard, and masculine. According to Heath and Heath (2007), marketers should focus on the unexpected. Nike utilized this concept to benefit from a market gap, women with thunder thighs. 

Nike has avoided the tradition by challenging women to start embracing and flaunting their curves and thunder thighs. By showing thunder thighs as a major compliment, Nike uses the reasoned action theory to develop the behavior of not only loving their bodies but also exercising and leading a healthy life (Gass & Seiter, 2015). In essence, the company encourages women to identify with positive attitudes characterized by confidence, self-esteem, and health. Besides the image, the ad also features a link, which directs potential clients to the company’s website, NikeWomen.com. With this link, the ad motivates individual women to visit the site for additional information about the product. I developed interest in taking the photo because the word “thunder things” caught my attention. 

Not Butter 

https://www.icantbelieveitsnotbutter.com/products/original-spread/. (2019). [Image]. 

Caption 

Lesson . From the advert, I have learned that the advertiser has the much-needed insider information about health benefits associated with the product 

Persuasive theory used . CDT 

Discussion . In the advert, Upfield, the company behind the “I Can’t Believe it’s Not Butter,” implies that this product is a perfect substitute to butter. Using CDT, the advertiser has established what the target audience wants, which is cheap or affordable butter. In response to this need, it has created cognitive dissonance in this group of consumers by influencing their attitudes toward butter, presenting this product as healthier, in addition to tasting as butter (Gass & Seiter, 2015) In this context, the persuasion technique adopted by the advert is association, which reminds the consumer that despite being inexpensive, the product gives them what they would have gotten from butter. With this technique, the company uses the stickiness factor, which plays a central role in influencing consumers’ behaviors, persuading them to purchase the product (Gladwell, 2014). By associating with the product, the potential customer stands a chance of saving, while at the same time, enjoying higher quality than spending much on butter, which is saturated with fat. I took the photo because I have learned to avoid fatty foods. 

UNICEF 

(2019). [Image]. Retrieved from https://www.pinterest.com/pin/460844974339632921/?lp=true 

Caption 

Lesson . I have learned that the advert reminds us to be compassionate since others suffer, yet we have plenty. 

Persuasion theory used in the advert . Narrative paradigm 

Discussion . In this advert, UNICEF appeals to the audience’s emotions, as well as feelings, making them sad about the pictured child’s deteriorating condition. Relying on the narrative paradigm, the international organization offers a brief history of the child, who the viewer and reader can see is not only hungry but also unhealthy (Gass & Seiter, 2015). In his “The Tipping Point,” Gladwell (2014) calls this advertising strategy power of context, as the marketer introduces a given product or makes a context-wise announcement, calling the audience to action. In this case, for instance, people from across the globe are asked to contribute to help desperate children and other hunger-stricken individuals. I took the photo because I have learned to live as a philanthropist. 

Gillette 

http://ignitenbbc.blogspot.com/2011/06/jesus-best-man-can-get.html . 

Caption 

Lesson . I have learned that the advert is meant for men. 

Persuasion theory . Social judgment theory. 

Discussion . In the advert, Gillette presents its new ProGlide razor, which targets men. The marketer uses weasel words, one of the widely adopted persuasion techniques, which revolves around words that place great emphasis on suggesting positive meanings without necessarily making any tangible guarantee. In this case, the words in question include: “The Best a man Can Get.” Additionally, the advert is based on social judgment theory since it seeks to change two aspects of men’s position: their anchor and alternatives (Gass & Seiter, 2015). In this context, the only alternatives a man has involves rejecting or accepting the product or continue using their traditional razors. In essence, it challenges men to identify with the best by purchasing the ProGlide razor. I chose the take the photo because I prefer saving myself to going to a barber shop. 

Nike 

(2019). [Image]. Retrieved from https://www.businessinsider.com/nike-reacts-to-accused-murder-oscar-pistorius-i-am-the-bullet-in-the-chamber-ad-2013-2?IR=T 

Caption 

Lesson . I have learned that the advert demonstrates that Nike shoes serve as the best for sports. 

Persuasion theory . CDT 

Discussion . The advert in question features three athletes competing, with the leading athlete in Nike shoes. With the company’s famous slogan and caption “Just Do It,” the ad use the widely adopted bandwagon persuasion technique. In other words, anyone interested in sports and associated physical activities is reminded that by purchasing this product by Nike, he or she remains well positioned to become the winner either in a competition or training. Most importantly, the use of running athletes serves as a perfect example to attract the audience’s attention. According to Gladwell (2014), tipping points works well when the marketer provides appropriate examples for the consumer to relate with. In essence, an example, makes the message credible and authoritative (Heath & Heath, 2007). Through the example and additional words besides the popular slogan, the advert utilizes the CDT by challenging other athletes to try Nike products out. I took the photo because I like football. 

Aveeno 

http://jenniferaniston211.blogspot.com/2016/08/news-aveeno-scandal-will-jennifer- stop.html. (2019). [Image]. 

Caption 

Lesson . From this advert I have learned that Aveeno is a highly recommended body cream for women. 

Persuasion theory . ELM 

Discussion . Using the testimonial technique, the advert seeks to present Aveeno as the best possible body cream for women, who want a glowing skin, as that of the featured celebrity, Jennifer Aniston. Additionally, the advertisement is based on ELM or theory since the market has since gained a proper understanding of its target audience, women (Gass & Seiter, 2015). With this background information, the advert only serves the purpose of motivating women to consider identifying with the product. I chose to take this photo since I developed interest in the product after seeing the advert many times during the 2013 ABCs’ Oscars coverage. 

References  

Gass, R. & Seiter, J. (2015). Persuasion: Social influence and compliance gaining . Abingdon, UK: Routledge. 

Gladwell, M. (2014). The tipping point: How little things can make a big difference . Victoria Embankment, UK: Little, Brown Book Group Limited. 

Heath, C. & Heath, D. (2007). Made to stick: Why some ideas survive others die . New York, NY: Random House Publishing Group.