美国留学生广告学专业dissertation赏析

1.这则广告是在10月29日出版的《体育画报》中被发现的。这则广告显示了一对夫妇坐在地板上一起看电影，就像挂在墙上的图片一样。上面写道,“不排队。没有沉闷的爆米花，没有坐在一些六英尺六的人。除此之外,还说就像去剧院一样舒适。“广告页面的底部还有一段解释是关于电视和观众为什么要出去购买这个产品。这个广告包括很强的语言技巧。

2.这个广告是针对两种不同类型的观众。第一个目标就是中年人可以用金钱来买到的东西。我相信这是一个主要的目标。照片里的这对夫妇,似乎在他们三十多岁时相当富有。我认为这对夫妇富有的原因是因为他们的房子看起来很不错。同时,这些新的等离子屏幕不是很便宜。另一个目标是有爱好的人。很多男人喜欢新技术和电子，这肯定会让这个群体对这则广告产生浓厚的兴趣，另一个原因是让我相信这是针对男性的，而且是印在《体育画报》上,这本杂志的读者几乎完全是男性。我相信观众的最初态度会对这种产品有一种好奇心。这个广告首先吸引观众的兴趣,通过这些高科技电视使他们想知道这些信息。我相信观众有一个中立的态度,因为它太新了。我把这些假设建立的事实称为一个新产品,它会非常吸引人的注意。

3.第一个目标显然是让人们感兴趣和购买这种新的高科技电视。他们试图使电视观变成看电影的必需品。他们想抓住喜欢看电影的人的注意，改变他们现有的信仰,你不必去电影院就可以享受到电影的乐趣。它让观众知道你可以通过购买新的等离子电视把剧院搬到你家。另一个目标,是在这种影响力的尝试下想让观众了解到那个公司。虽然新电视广告也显示了其他各种高科技产品。但是这些目标主要都是提醒人们，电视，才是先锋电子商品的领导者。

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.