For the first half of the class our guest speaker, Professor Carl Hosticka, talked about how persuasion principles are used in political campaigns. A question and answer period followed.

Overheads

MESSAGE ELEMENTS

SPOKESPERSON

• CREDIBILITY
  • EXPERTISE
  • TRUSTWORTHINESS
  • DYNAMISM

• ATTRACTIVENESS
  • LIKABILITY
  • FAMILIARITY
  • PHYSICAL APPEARANCE

• SPECIAL CASE OF CELEBRITIES
  • "BORROWED INTEREST"
  • ATTRACTIVENESS?
  • CREDIBILITY?

Sex in Advertising

Target Audience

Over 50% of women 35+ are always or frequently offended 61% of men 18 - 34 are seldom or never offended 70% of women & 50% of men believe sexually explicit ads promote sexual harassment to some extent.

Connection to the Product

• condoms vs. filing cabinets

Visual or Verbal

Implicit, Explicit or "Hidden"

• embedded images
• "subliminal seduction"

Media Choices

Effects of ads using sex:

• Attention
• Interest
• Negative reactions
• Action

What is sexy?