美國留學生廣告學專業dissertation賞析

1.這則廣告是在10月29日出版的《體育畫報》中被發現的。這則廣告顯示了一對夫婦坐在地板上一起看電影，就像掛在墻上的圖片一樣。上面寫道,“不排隊。沒有沉悶的爆米花，沒有坐在一些六英尺六的人。除此之外,還說就像去劇院一樣舒適。“廣告頁面的底部還有一段解釋是關于電視和觀眾為什么要出去購買這個產品。這個廣告包括很強的語言技巧。

2.這個廣告是針對兩種不同類型的觀眾。第一個目標就是中年人可以用金錢來買到的東西。我相信這是一個主要的目標。照片里的這對夫婦,似乎在他們三十多歲時相當富有。我認為這對夫婦富有的原因是因為他們的房子看起來很不錯。同時,這些新的等離子屏幕不是很便宜。另一個目標是有愛好的人。很多男人喜歡新技術和電子，這肯定會讓這個群體對這則廣告產生濃厚的興趣，另一個原因是讓我相信這是針對男性的，而且是印在《體育畫報》上,這本雜志的讀者幾乎完全是男性。我相信觀眾的最初態度會對這種產品有一種好奇心。這個廣告首先吸引觀眾的興趣,通過這些高科技電視使他們想知道這些信息。我相信觀眾有一個中立的態度,因為它太新了。我把這些假設建立的事實稱為一個新產品,它會非常吸引人的注意。

3.第一個目標顯然是讓人們感興趣和購買這種新的高科技電視。他們試圖使電視觀變成看電影的必需品。他們想抓住喜歡看電影的人的注意，改變他們現有的信仰,你不必去電影院就可以享受到電影的樂趣。它讓觀眾知道你可以通過購買新的等離子電視把劇院搬到你家。另一個目標,是在這種影響力的嘗試下想讓觀眾了解到那個公司。雖然新電視廣告也顯示了其他各種高科技產品。但是這些目標主要都是提醒人們，電視，才是先鋒電子商品的領導者。

The advertisement that I chose to analyze in this paper was found in the October 29th issue of Sports Illustrated.  The advertisement is for the new Pioneer Plasma Television.  It shows a couple sitting together on the floor watching a movie on the Pioneer television that is hanging on the wall like picture. On the opposite page there is a quote that says, “No waiting in line.  No soggy popcorn.  No sitting behind some guy who’s six foot six.  Other than that, it’s just like going to the theater.”  The advertisement also has a paragraph on the bottom of the page explaining more about the television and why the audience should go out and purchase Pioneer products.  This advertisement includes very strong verbal aspects but the nonverbal presentation mentioned above also provides nonverbal backing.

 

This advertisement is aimed at a couple different types of audiences.  The first intended audience of this message is middle-aged people with money who can afford the convenience of the finer things that are available in our world today.  The reason I believe this is one of the major intended audiences is primarily because of the nonverbal aspect of the advertisement.  In the photograph the couple that is used looks to be in their thirties and pretty wealthy.  The reason I believe that this couple is wealthy is because their house seems very nice.  Also, these new plasma screens are not very cheap.  The other audience that is targeted by Pioneer is the hobby loving man.  Many men love new technology and electronics so this will definitely appeal to them.  Another reason that makes me believe this was targeted at men is the fact that it was printed in Sports Illustrated, a magazine whose readers are almost completely male.  I believe the audience’s initial attitude towards this product is one of curiosity.  This advertisement initially draws the interest of its audience and makes them wonder if they could obtain one of these high tech televisions.  Before this persuasive attempt I believe the audience has a neutral attitude towards the product because it is so new.  I am basing these assumptions on the fact that it is such a new product, and it is a very appealing idea.

 

There are multiple goals of this influential attempt.  The first goal is obviously to get people interested in and purchase this new, high tech television.  They are trying to make the television seem like a necessity to all movie watchers.  They want to grab the attention of people who enjoy watching movies and change their existing beliefs that you must go to the theater to enjoy them.  Pioneer wants the audience to know that you can bring the theater to your house by purchasing the new plasma television.  The other goal that is present in this influential attempt is that Pioneer wants to make its audience aware of the company in general.  Although the advertisement is for the new television it also shows a variety of other high tech products that are available by Pioneer.   These goals are both basically ways in which to remind people that Pioneer is a leader in electronical merchandise.

 

The theory that I have chosen to analyze this influential attempt is the Elaboration Likelihood Model.  The Elaboration Likelihood Model states that there are two routes to processing persuasive messages.  The first route is the central route where persuasion is based on the elaboration of the message content and the arguments.   The central route of processing is used if the audiences’ motivation and ability are both high and requires a great deal of time and thought.  The second route of persuasion processing is the peripheral route. This route says that persuasion is based on aspects not relevant to the arguments being made. Some examples of this include; source factors and the length of the argument.  This route is the opposite of the central route because it is used when motivation and ability are low and not much thought and effort is present.  Processing messages through either route can change attitudes.  When using the central route attitude change can be stable and long-lived.  Whereas when using the peripheral route attitude change is unstable and temporary. 

 

There are many factors that influence which route to persuasion is used.  One factor is a person’s motivation to process information.  A person will be more motivated if a message has personal relevance or involvement.  Another factor influencing the route used is a person’s ability to process information.  One thing that gives a person a greater ability to process and understand information is the use of repetition.  On the other hand, distractions can inhibit a person’s ability to process information. 

 

The Elaboration Likelihood Model helps to explain this influential attempt because the advertisement can be processed by different people using either of the two processing routes.  A person that is interested in electronics and has the ability to understand their workings will look at this ad and process it through the central route.  These people have high motivation because they have a personal involvement in the influential attempt.  This segment of the audience will not only look at the picture and nonverbal aspects but will also analyze the quote and paragraph of specifics.  A different segment of the audience might process this advertisement using the peripheral route.  This would include people who are not highly motivated or do not have a personal interest in the product being advertised. This audience might only pay brief attention to the photograph and do not analyze any further.  This would probably trigger their heuristics and they would process the persuasive attempt as just another television advertisement. 

 

Given what I know about the audience, the theory, and the message, I believe that this influential attempt can be very successful.  Different members of the targeted audience will process this message using different routes.  Like mentioned before the people with high motivation will process the message using the central route and take their time dissecting the topic.  If this route is the one used, and an attitude change occurs, it will be stable and long-lived which will make this persuasive message successful.  It will be successful because Pioneer will have reached it’s goal of making it know that they are a leader in electronics and many purchases will result because of it.  This message could also be successful in persuading the people who used the peripheral route.  This is because if this advertisement causes an attitude change using the peripheral route then the attitude change will be unstable and temporary.  This doesn’t sound successful, but it is, because many people could run out and purchase the new television immediately, which is another goal for Pioneer.  These customers might not be happy in the long run but Pioneer will still be satisfied of reaching their goal of selling their new television.

 

One problem that might interfere with the persuasive efforts of this advertisement is that some of the audience might have had a bad experience with Pioneer in the past and do not pay the message any attention.  Also because this advertisement is printed in a magazine and not a television commercial, many people might only see it once and not repeatedly, which is very important in persuasion.  I believe this advertisement is a very successful one and doesn’t fall short in any aspects of the Elaboration Likelihood Model.