The One With the Junk Food1) Advertsinga) Factors influencing successi) Celebrity endorsement(1) Balance principle(2) Congruence and credibilityii) Liking of the Ad(1) To what extent does this influence the success?  Sometimes(a) Not as important that you might think only matters when dealing with a product or brand is unknown(i) Emotional connection is what is important if we like or enjoy the commercial that transfers over to connection to the brand or product(ii) True whether talking about ads that are well liked as well as dislikedTEL-T205 1st Edition Lecture 11 The One With the Junk Food1) Advertsinga) Factors influencing successi) Celebrity endorsement(1) Balance principle(2) Congruence and credibilityii) Liking of the Ad(1) To what extent does this influence the success?  Sometimes(a) Not as important that you might think only matters when dealing with a product or brand is unknown(i) Emotional connection is what is important if we like or enjoy the commercial that transfers over to connection to the brand or product(ii) True whether talking about ads that are well liked as well as disliked(iii) If talking about products that we know liking or disliking of the ad does not matter(b) Attention is also important(i) Do not want to be in the middle either want a well liked ad or a disliked ad1. Making a disliked ad is easier than making a well like ad and they work just as well as the well-liked ad2. When making a disliked ad you can focus on the product sometimes with well-liked ads people may miss what the product was but liked the advertisement a. Disliked ads are just as attention getting, more memorable, and have little to no effect on our evaluation of the product ( maybe more beneficial to make and ad that is disliked)(2) Sexual Content sex sells?(a) Can sometimes increase success of productsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.(i) Sexual content is attention getting (whether we want it or not or whether we notice or not) primitive part of our brain that is drawn to it(ii) BUT paying attention to the sex at the expense of paying attention to the brand or product that is being pitched may not remember(iii) Congruence matters quite a bit when the product or sexual content are congruent (sexual content that is selling a product with sexual connotations) the attention will be in the ball park of the product1. However in hardy’s commercial attention to be drawn to sexual content rather than the burgers that are being pitched(iv) Reducing attention and memory to product(v) Another problem is backlashindividual level our reaction to the content1. Usually pitched from a particular point of view hence possibly alienating half of the audience that is listening to the messagea. Can be a subconscious effect as well may get a message that this is not a product with me b. Happens much more with sexual content then with any other types of appealb) Elaboration Likelihood Modeli) 2 separate routes to persuasion(1) For high involvement persuaded through the central route(2) For low involvement ad persuaded through a different routeii) Involvement or elaboration refers to how much people care about this product does it fit with their identity(1) Ex. Car high elaboration car defines us and who we are and we care about this purchase(2) Bottle of water low elaboration do not care about this that muchiii) Central route cognitive response and high involvemet [ persuaded through central route by argument quality] strength of argument assists in our purchase(1) Credibility only matters for central route because we only care about credibility for a big purchase credibly convince us (2) Or get us to the website or show room so we can make the argument in personiv) peripheral route no cognitive response, what is persuasive here is the superficial aspects; automatic cues, belief and attitude change happen quickly; behavior change happens before the attitude change in the peripheral route(1) Ex. Attractiveness of the person in the advertisement (2) Argument does not matter(3) Liking of the ad matters(4) The goal is just to get them to buy it do not even need to get them to change their attitudes of the product and then attitude will followv) Price becomes important superficial sums for peripheral route(1) Trivial amount of money and nothing to do with the quality of the productc) Concerns relation to Advertisingi) Consequences of effective advertising(1) Successful convinces us to buy things and shifts our needs and goals(2) Materialism increase culture with more advertising have more materialism(a) Direct proportion with how much more advertising(b) Within a culture people who consume more advertising are more materialisting(c) Problems: associated with increased dissatisfaction, frustration, depression(i) The more things we want the more dissatisfied we are going to be: we can’t have it all(ii) The more ads we are exposed to the less happy we are(3) Unrealistic goals and expectations(a) What’s realistic for one person is unrealistic for other people (b) If ad is going out to everyone then the people who cannot reach it have expectationsthat are not reachable (c) The more ads they are exposed to the more unrealistic the goals and their social norms tend to be(4) Health Issues food and diet(a) Influences what we want to eat: ads are exposing us to a lot more junk food and thatis what we want to eat(i) Vast majority of TV advertising food is extremely unhealthy 1. Fastfood, sugared cereal, candy and snacks, sodas(ii) Kids who are exposed to these ads are more likely to crave and eat more unhealthy options(iii) Also kids who are exposed to these ads also taste food differently1. Taste is just as much mental as it is chemical and significantly effected by ads2. Exposed to ads such as fast food believe it tastes better than if we didn’t see the advertisement (iv) Difficult for parents to have full control over what their child wants to eat1. Parents inundated with what their child wants to eat2. Kids have far more control over what they consume than we would like as a society3. Cannot control what children eat at school with friendsii) Deception(1) Cannot just lie outright without consequences there are cases that are borderline deception other ways advertisers bend