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Book (source to cite)
https://www.pearson.com/en-us.html
Login gayd3@gator.uhd.edu
Pass: Fentynaomi1995
As I have mentioned in class several times, social psychology is all around us. We spent Chapter 7 discussing attitude change and persuasion. The purpose of this writing assignment is to demonstrate your knowledge and understanding of persuasive communications and apply them to advertisements.
You will need to find 3 printed advertisements (from magazines, newspapers, etc.).
• The first advertisement needs to be an example of persuasion through the central route.
• The second advertisement needs to be an example of persuasion through the peripheral route.
• The third advertisement needs to be an example of persuasion using emotional appeals.
• NOTE: These advertisements need to come from a printed source. The purpose of this assignment is to see how persuasive attempts are all around us.
o Do NOT google the above concepts, and search for images. Why not? Well…
? (a) It defeats the purpose of this assignment.
? (b) Some of the results are so outdated that it doesn’t make sense for this paper. (I want recent advertisements/examples. If it looks like the ad comes from the 1950s, 60s, 70s, 80s, 90s, or even the early 2000s – then it’s too old to use for this paper.)
? (c) There’s no guarantee that the results you googled are correct. (Trust me – I’ve already done it to check…I know what’s out there.)
o Wait, you don’t want to buy a magazine, newspaper, etc. just for this assignment? I get it. You don’t have to. I assume everyone has a cell phone with a good camera. Think about where you can access magazines, etc. for free (library, friends, even some stores). Look through the material, and take good, clear, high-resolution pictures of the ads you think will work for this paper. You can then insert these images into your paper (see below).
Your paper will consist of 3 sections:
• Introduction: Discuss cognitively-based attitudes and affectively-based attitudes. Then discuss the elaboration likelihood model, central/peripheral routes, and explain how the ELM relates to cognitively-based attitudes. Finally, discuss when a persuasive communication is going to be most successful in changing the audience’s attitude through the central route and the peripheral route.
• Analyses: Using the advertisements you have selected, explain why each of these are examples of the persuasion techniques mentioned above. For example, if you have picked a shampoo advertisement as an example of persuasion through the central route, you need to explain why it’s attempting to persuade the audience through that route. Be sure to discuss what characteristics or information in the advertisement go along with that persuasion technique.
• Conclusions: Give some final thoughts about persuasion and advertising/marketing.
Formatting guidelines:
• Use APA style guidelines (i.e., typed, 12-pt Times New Roman font, double-spacing, and 1-inch margins all around).
• Use APA style citations and reference page. See APA Style Citations section on next page for more information.
• Papers should be 2-3 full pages long (body only – title page and reference page not included in page count).
• You MUST submit your selected advertisements with your paper. You can simply insert image files (.jpeg, .jpg, .gif, .tiff, etc.) of your advertisements directly into your paper. How do you do this?
o If you are using advertisements from a magazine, newspaper, etc., create image files of these by scanning and saving them to your computer. If you do not have a scanner, you can take a high-resolution picture of the advertisement. Just make sure your picture is clear enough to easily see and read everything.
o Put the advertisement directly into your paper by going to INSERT (in Microsoft Word) and then PICTURE. Select the advertisement, and click INSERT.
o Make sure all THREE of your advertisements have been included in your paper.
General writing guidelines:
Imagine that the person reading your paper is an educated person, familiar with psychology, but not with any of the specific theories or concepts you mention. Even if we spent a whole class period talking about something, and you know that I am familiar with it, forget it. Pretend I don’t know. Anytime you introduce something new (i.e., a theory, concept, methodology, measure), explain it in general terms. You can then give an example if you would like, but do not use an example as a substitute for a general explanation.
The introduction and conclusion should be relatively short. The majority of your paper should be spent analyzing the advertisements. To give you a bit of a guideline as to how long each part should be, the introduction should be about ½ a page. Your advertisement analyses should be 1-½ to 2 pages long. Finally, your conclusion can be about ½ a page.
APA Style Citations:
As you draw on material that you learned in class, make sure that you cite your sources appropriately. Follow these guidelines for citing:
• When you copy someone else (i.e., textbook, lecture, article, website) word for word, put quotation marks around the copied parts, and include the author last name(s), year of publication, and page number in parentheses.
o Example: Social comparison theory is the idea that “people learn about their own abilities and attitudes by comparing themselves to others” (Aronson, Wilson, Akert, & Sommers, 2016, p. 140).
Copying word for word and citing correctly is not as bad, but it doesn’t demonstrate an understanding of the concepts. Define and explain concepts using your own words to get full credit. It’s hard to paraphrase when you have the book or lecture notes in front of you. Read, make sure you understand, then put the material aside and come up with your own way of stating things. Check your sources to make sure you didn’t accidentally memorize the original wording. Check your definition to against what it says in the book to make sure that your explanation is accurate.
• When you put someone else’s ideas into your own words, simply include author last name(s) and year of publication in parentheses.
o Example: Social comparison theory states that people sometimes gain information about themselves by evaluating their own characteristics and skills relative to those of others (Aronson et al., 2019).
Try to adopt an outside perspective when you read over your paper. Make sure that your ideas are arranged logically and that your sentences make sense. Reading out loud can help you catch grammatical errors. Remember that I can’t read minds – you could understand something perfectly, but if it makes no sense on paper, that’s all I have to go on.
Theories are like people, they don’t need a “the” at the beginning (e.g., according to Cognitive Dissonance Theory…). But sometimes models do (e.g., according to the Elaboration Likelihood Model…). Just see how the authors refer to it in the book.